Media Analytics Services from Context Analytics and Project Metal including Influencer ID, Conversation Mapping and Dyanamic Conversation Analytics

1. Consulting and Analytic Services
Nick Rappolt The Triangle
Project Metal Level 5
5-17 Hammersmith Grove
Tel: 0208.846.0777 London W6 0LG

2. Project Metal’s Approach to Consulting and Analytics
The 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 and to find and connect with potential customers.
Chief Marketing Offices and Chief Communications Officers are asking the same questions
they always have:
• Where is my brand being talked about online?
• What is being said?
• Is it positive or negative?
• How much are people saying?
• Who are the online influencers?
• What is the impact of these conversations?
However, given the changing media landscape, it is becoming increasingly difficult to find
the answers.
With the relentless pressure on marketing budgets and the shift from paid media to earned
media, it is important to move beyond traditional metrics, and start measuring the business
impact of conversations across all digital networks.
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3. Project Metal Consulting
Digital Reputation Management & Market Engagement
Project Metal provides strategic advice to companies on how to manage their online reputations,
engage with audiences, monitor conversations, and creates a framework to measure impact against
business objectives. Management and engagement services are provided on an ongoing basis.
Project Metal’s methodology is anchored in an in-depth understanding of client’s business, as well
as data collation and analysis pertaining to relevant client markets, competitors, and influencers.
CASE STUDY: CONSULTING
Project Metal under took a digital consulting project for Amadeus in October 2009 to define its
digital strategy at a global level and analyze its online reputation. Project Metal used its analytics
capability to understand market trends, points of influence and to identify key conversational
trends that Amadeus can join to increase its presence in conversational media. Project Metal
consultants held interviews with key staff members, from sales all the way through to customer
service, to gain a comprehensive understanding of departmental views on social media. In
addition, Project Metal consultants conducted an audit of the company and all relevant competitor-
branded digital channels.
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4. Project Metal Analytics Services
The four core media analytics products and services that Project Metal has developed are:
• Digital Mindshare Mapping
• Influencer Index
• Conversation Mapping
• Impact Optimization
Project Metal’s Analytics Methodology
Dynamic Conversation Analytics (DCA)
With the explosion of social media and mainstream media's transition to an online format, 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 has developed a
methodology (Dynamic Conversation Analytics - DCA) that can directly measure the financial value
of earned media campaigns in addition to measuring the impact on online reputations. Project Metal
believes that this data-driven approach will help brands optimize the way they connect with people
online.
Project Metal’s Methodology takes a holistic view of all earned digital media (published content and
user contributed content) and looks at the role of earned media across the entire marketing funnel
from awareness right through to a purchase.
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5. Digital Mindshare Mapping
Project Metal has developed a simple visual snapshot of a brand’s presence across all digital
networks. It measures its presence and favorability across Published media and plots that against its
presence and favorability in Contributed media.
Published media is defined as the content created and distributed to an audience by a publisher,
including everything from mainstream media to small blogs, and is characterized by the publisher’s
control of both the creation and distribution of content.
Contributed media is defined as the contributions of readers of published media who contribute
content. This contributed content might take the form of comments, forums and discussion board
conversations and other forms that enable user participation such as tweets.
The map enables a client to quickly compare how visible its brand is relative to its competitors
across published media and consumer generated media. While the volume of mentions in published
media contributes to brand’s market awareness, the volume of mentions in consumer-generated
media is direct reflection of the level of engagement with the brand. This in turn is an indication of
the level of preference that exists for the brand.
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6. Influencer Index
Project Metal has also 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. It creates an Influencer Index that ranks all digital influencers
taking into account seven different variables:
• Traffic
• Post Volumes
• Citations
• Comments
• Recommendations
• Web Analytics Data
• Search Analytics Data
CASE STUDY: INFLUENCER INDEX
Project Metal worked for a client that was trying to increase its share of the virtualization
conversation. By developing an Influencer Index, Project Metal was able to identify a ranking of
not just the most influential media outlets but to also identify a number of forums and individuals at
specific companies that were clearly significant influencers in the conversation. As a result of this,
the client could then refocus its communications efforts outside of its traditional media and blogger
channels.
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7. Conversation Mapping
In addition to measuring the volume and tone using Digital Mindshare Mapping, Project Metal has
also developed a Conversation Map, which defines the conversations that exist around any one
brand. These conversations can be broken down into Published Content and Contributed Content.
For example, a lot of the 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.
CASE STUDY: CONVERSATION MAPPING
Project Metal did some work for Sybase to not just identify key influencers in the Enterprise
Mobility market, but to understand the specific focus of the conversations. By developing a
Conversation Map, Project Metal was able to identify specific conversations that were associated
with different types of media. This makes it possible to develop a targeted content strategy to
increase its engagement with the different types of digital media outlets.
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8. Impact 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.
As a result, it is possible to determine which types of stories, for example news stories or product
reviews, generate the most traffic or the most profitable traffic. Similarly, it can help a company
understand if an article in a lifestyle magazine or a specialist trade blog generates more relevant
traffic. 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.
Estimated Cost
Earned Media Unique Visitors Conversion Rate Per Acquisition
Mainstream/Online 230,334 8% $5.50
Blogs 78,219 15% $4.00
Forums/Message Boards 11,758 16% $1.50
Microblogs 1,898 3% $1.50
Video 1,765 4% $0.50
CASE STUDY: IMPACT OPTIMIZATION
We recently conducted an impact optimization project for a client in the financial services industry
that sells consumer-facing products on a branded website. In this study, we sought to uncover
what earned media drove traffic and sales and what type of written content produced the highest
conversion rates. To do this, we integrated web traffic referral data, demographic data, content
analysis data, and applied statistical modeling to determine what types of sites and posts was
most effective at driving visitors to the site and converting those visitors to sales. The key findings
revealed that over 17% of people who clicked through a link on one of the lifestyle sites ended up
converting into a sale. This was a significantly higher rate than for personal finance sites. With this
new information, the client effectively increased revenue by altering the mix of its earned media
outreach.
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9. Project Metal Biographies
Nick Rappolt
Nick Rappolt is head of Project Metal in EMEA and has worked in marketing communications for the
past twelve years. He has created communications campaigns for a mixture of blue chip companies
ranging from Toshiba, Avaya, Motorola and Nomura through to start up companies such as Playfish,
Facebook, The Cloud and the world’s leading technology VC company, Accel.
Nick began his career at the advertising agency TBWA Simons Palmer in 1998 before moving into
Public Relations in 1999 and joining Firefly, at that time the leading independent technology PR
company in the UK. At Firefly, Nick helped launch and create campaigns for some of the early dot
coms including Sportinglife and Totalbet. After leaving Firefly Nick jointly set up a strategic
communications agency, Credo Communications, which worked with clients ranging from Sage and
BBC Ventures through to Capita and again, Motorola. Prior to Project Metal, Nick was a director,
heading up accounts including AMD EMEA, creating digital strategies for clients such as Amadeus
and preparing the framework for Bite’s own global digital strategy.
David Hargreaves
David has over twenty years experience in the communications industry, consulting at the highest
level across numerous blue chip brands including AMD, BBC, Cisco, Facebook, HP, Sybase and
Sage. Having worked both extensively in London on EMEA campaigns and more recently in North
America, David has a truly international perspective when it comes to delivering digital consultancy
and campaigns. Prior to his role heading up Project Metal, David was head of Bite in NA and global
head of digital strategy. David joined Bite four years ago when Bite acquired Credo Communication
he founded with Nick Rappolt. David’s passion for digital runs deep, having set up a joint venture
between a PR Agency and Digital Agency over ten years ago which lead the way in developing
Online Press Centres. David graduated from Oxford University with an MA in Chemistry.
Nils Mork-Ulnes, VP of Research
Nils is responsible for the management of Context Analytics. In his role he provides consultancy to
clients, and directs and develops research methodologies across all of Context’s accounts. Nils has
more than fifteen years of experience managing research and consulting projects globally for clients
such as Cisco, AT&T, Sony, and Microsoft. Areas of research specialization include: brand and
corporate reputation management & measurement, social media marketing, and marketing
optimization analysis. Before joining Context, Nils was a director at Broadlane, a business process
outsourcing firm in the health care technology industry; a venture strategist at KS2, an early-stage
technology investment fund; and a research manager at SMG, a market research firm specializing in
the telecom and software industries.
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10. Seth Duncan, Senior Research Manager
Seth specializes in statistical modeling and return-on-investment analysis, working with a broad
group of Fortune 500 clients, ranging from consumer electronics companies to clients in financial
services and healthcare industries. Prior to joining Context Analytics, Seth worked as a Statistician
at the University of Pittsburgh Medical Center and University of California at San Francisco,
conducting statistical analyses for Phase III clinical trials and acting as the lead statistician for
numerous clinical trials. Seth has also taught statistics and research methodology at San Francisco
State University. Seth received a B.A. in psychology from Reed College, an M.A. in psychological
research at San Francisco State University, and completed graduate level coursework in advanced
statistical analysis at Boston College and the Massachusetts Institute of Technology.
Perrin Doniger, Research Manager
Perrin Doniger is a Research Managerwith Context Analytics, specializing in social media research.
She conducts ongoing online reputation studies for several Fortune 500 companies and has served
as a new media research consultant for clients in the consumer electronics, biotechnology,
semiconductor, and travel industries. Prior to joining Context Analytics in 2005, Perrin worked in the
film and television industry, including as a research assistant for Emmy Award-winning documentary
film director Ken Burns. She received a Bachelor’s degree with distinction in history from Yale
University.
Heather Edwards McRobbie, Research Manager
Heather primarily focuses on communications strategy for technology companies, and clients have
included a range of Fortune 500 clients in the telecom, Web security and hard- and software
industries. After receiving a B.S. in physics from the University of Washington, Heather worked in
plasma research laboratories before returning to school for an M.S. in public relations from the
Newhouse School at Syracuse University. Prior to joining Context, projects included
communications strategy and policy analysis for science education in central New York, and science
writing for various research facilities and university health programs.
Eric Persha, Senior Research Analyst
Eric specializes in Context Analytics’ primary research and traditional and global media
measurement. He was most recently based in Mumbai, India where he managed Context's APAC
operations. Eric's client responsibilities while at Context Analytics include providing strategic
communications insights and managing projects in the computing, consumer electronics and
financial services industries. Prior to Eric’s role at Context he conducted retail environment and
primary research in the automotive industry for DCI Marketing, helping automotive manufacturers
connect more effectively with consumers through point-of-purchase elements, showroom displays
and integrated marketing campaigns.
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11. Michelle Powell, Senior Research Analyst
Michelle is a Senior Research Analyst with Context Analytics and specializes in traditional and social
media research, as well as emerging consumer, and Macro trends. Prior to joining the Context team,
Michelle worked as a Brand Strategist for BBDO West in San Francisco. With her professional
background in advertising, she provides industry insight on the changing media landscape—
specifically around earned vs. paid media impressions and their relative consumer engagement.
Michelle received a Bachelor of Science from California Polytechnic University, San Luis Obispo in
Social Sciences with an emphasis on Anthropology.
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