Transcript of "Project Metal - Services (May 2010)"
Project Metal Services Page 1
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
• A standard approach for understanding a company‟s online reputation and presenting
• 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
• 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.
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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
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.
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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:
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
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
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
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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.
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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
Services are divided by:
- Social Web Presence
- Social Platforms
- Social Applications
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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.
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
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
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
The site has had over 38,000 views
in the first three months.
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Building presences within social platforms allows a brand to place itself directly where their users are
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 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
Pepsi Refresh 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
The brand channel was
advertised during the VMA‟s
driving traffic to the site.
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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.
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
The competition engine handled over
10000 entries in its first 2 days of
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
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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.
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
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.
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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.
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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.
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