Percepto

A leader in the IoT industry, Client H, contacted Percepto in order to boost their online presence and help them to create and maintain a positive and strong digital narrative. Stakeholders which the client wanted to particularly focus on included commercial partners, clients and potential employees. 

Our goals:

• Focus messaging and company values
• Position the company as a good employer and leader in their field.
• Create a positive narrative around the incredible work the company does.
• Gain important position on Google's first page while outranking the results of the company with the same name as Client H.

Implementation:

Highlighting Top Management: Ensured website profiles were optimized to rank highly for management related online searches and created focused assets across a number of professional profile platforms including Crunchbase. 

Employment Branding: Percepto consulted Client H on the best ways to promote the platform, Glassdoor, with the aim of inspiring former employees to leave a review, thus improving the overall score and securing that score against potential negative reviews. 

Content Marketing: We created a wide spanning content marketing strategy including the following: 

• Worked with commercial partner companies to implement cross promotion and leverage existing and new collaborations 
• YouTube - expanding video descriptions using engaging, organized and SEO-considered content while optimizing the technical aspects of each video to improve searchability, encourage further engagement, and utilize for link building 
• Increase digital narrative with professional profiles for the company itself across multiple platforms.

Results:

• Number of results referring to our client, instead of the other company with the same name, increased from 30% to 60% on the first page of Google
• Senior management saw significant improvement on searches for their names
• Employee marketing activity improved Client H’s Glassdoor score by nearly 20% which continues to rise as the company has continued activity as advised following working with Percepto.

Following the appearance of negative coverage, Client Q, a well known Technology leader, partnered with Percepto to reposition their narrative. Not only did these links appear on Google search pages and Google news pages, but when searching for information about the client on AI tools such as ChatGPT, this biased and unwanted information was included. This posed an issue for the client when current and potential business partners, financial institutions and banks performed due diligence using both Google and ChatGPT as tools in their research.

Percepto was tasked at rebuilding the client’s narrative and gaining better control over Google’s  first page and ChatGPT’s output for relevant queries. After conducting in depth research into ChatGPT and other AI content platforms, Percepto hypothesized that the information appearing on ChatGPT utilizes more popular, higher ranking sources, and also official personal/company websites. 

Building and optimizing owned assets on behalf of the client, and promoting his narrative and messaging to gain higher position on Google was implemented to increase the chances that ChatGPT would use more favorable pages as sources for information..

Meanwhile, Percepto would also work promoting strategic messaging and positioning Client Q as an expert in their field.

Questions:

The following questions were used on ChatGPT as a baseline for this activity, to be compared to at the end of the work, in order to measure success:

1. Who is Client Q?
2. What is Client Q known for?
3. What does Client Q do?

Strategy:

A full-service ORM strategy was put into place including social media management, content marketing, PR and media relations, and SEO practices.

Implementation:

• Created content to be featured across well ranking platforms.
• Built websites and blogs with insightful, SEO-rich content reflecting key messaging and accurate portrayal of the wide range of Client Q’s work in the real world.
• Thought leadership pieces written for client, published on relevant publications.
• Interview opportunities created to position Client Q as an industry leader.
• Press releases pitched into appropriate media that would rank highly on search and news.
• Opened social media accounts across relevant platforms, LinkedIn and X
• Began sustainable and appropriate social media activity
• Preprared comprehensive social media strategy in-line with objectives and messaging

Results:

1. All aforementioned questions achieved positive responses in ChatGPT testing after 8 months.
2. Sources quoted in ChatGPT were all controlled assets owned by Client Q, created by Percepto during activity.
3. Negative results were reduced dramatically over Google first page from 60% to just 10%.
4. Messaging improved overall on first two pages of Google and other search engines with the majority being neutral or positive after 8 months of activity.

Background

Central European energy mogul, Client M, partnered with Percepto after facing unfounded accusations tying him to corruption, which led to persistent negative coverage. Despite the claims being debunked, damaging stories lingered on the first pages of Google search results. Percepto's task was to realign the narrative, dispel false associations, convey the truth to the public, and enhance his online reputation, particularly in English language searches, to facilitate expansion and investment in English-speaking nations.

Challenges

1. Lack of positive content in English language search results, dominated by negative articles.
2. Limited recognition of Client M outside his local and industry circles.
3. Presence of negative articles on Tier 1 publications, prominently linked to his name.
4. Client M's inclination towards privacy, avoiding media and publicity.
5. Minimal access to the client, causing occasional challenges in signoff.

Strategic Objectives

• Showcase Client M's commitment to his country's welfare.
• Establish the client as a pioneer in sustainable energy solutions like geothermal and wind power.
• Highlight philanthropic endeavors within local communities.
• Humanize Client M's image, portraying him as approachable.
• Emphasize corporate social responsibility, fostering trust in the brand.

Implementation

Consultation and SEO Optimization

• Tailored brand narrative and messaging through extensive research and consultation.
• Continuous SEO feedback on existing assets.
• Enhancement of alt-texts, metatags, and URL structure of controlled assets.
• SEO guidance for all campaign copy.
• Close collaboration with internal communications teams of client's companies.

Content Marketing Strategy

• Optimization of existing websites and creation of new blogs and websites for client and associated companies.
• Establishment of professional profiles on reputable platforms.
• Utilization of partner assets to elevate client's presence.

Traditional and Social Media Opportunities

• Distribution of press releases to relevant media outlets.
• Publication of op-eds and thought leadership articles.
• Securing interview opportunities to showcase Client M's expertise.
• Promotion of articles supporting the narrative and engaging stakeholders.
• Creation and optimization of social media accounts on X, LinkedIn, and YouTube.

Highlighting Philanthropy

• Development of team pages featuring foundation members, including Client M.
• Launch of English blog for foundation updates and events, fostering external linking and networking.
• Promotion of events through Eventbrite pages.

Results

• Removal of negative links from first page of Google within eight months, sustained over the following year.
• 45% of controlled results on first two pages of Google.
• Doubled positive non-controlled assets on first two pages.
• Increased recognition of Client M in English-speaking world.
• Suppression of articles regarding false associations below 30th ranking.
• Establishment of clear, positive narrative on Google's first pages.
• Creation and claiming of knowledge panel featuring positive Bloomberg article, profiles, and personal website.

Background:

Percepto partnered with a Switzerland-based investment firm, Client T, to help create an online presence and raise their digital profile across English-speaking spaces, with complementary work done in French.

With limited to no comms activities done previous to our work, Percepto was tasked to focus the messaging of both the company’s brand, as well as the CEO’s. Activity would create an appropriate narrative with an aim to build trust for potential new clients, while maintaining the good reputation which Client T enjoyed with their current clientele.

Challenges:

• No fully realized communications strategy or time spent on considering their brand image
• A lack of existing platforms to build upon - no active social media, profiles on corporate websites, etc.
• Almost zero engagement or outreach achieved from any former activity.
• No clear narrative to any content written about them.
• Negative results appearing in Google first pages
• Another person with the same name as the CEO had some strong links on Google first pages.

Strategy:

We created a full-service digital communications strategy to build a solid foundation for both the company itself and the CEO of the firm, using a number of marketing techniques from the worlds of PR and media relations, reputation management, content marketing, and SEO.

Our goal:

• Position the company as a leader in their field which engineers high quality financial solutions.

• Form and maintain a positive narrative around the incredible work the company does within their industry, (e.g. awards, high returning investment products).

• Promoting new products, funds, ETFs and investment strategies.

• Gain important digital real estate with controlled assets on the first pages of search engine results while suppressing unwanted links

• Create a good foundation of digital real estate on Google first pages on both google.co.uk and google.com – with auxiliary work done in French for google.ch google.fr and google.ca.

• Highlight corporate social responsibility to present a positive image and build brand trust.

Implementation:

 Planning and Strategic SEO Consultation and Optimization

• Focused messaging and brand narrative targets through in depth research and consultation.
• Improved alt-texts on images, metatags, and URL structure of controlled assets to optimize ranking.
• Ensured SEO-rich content within all texts across the entire campaign.
• Promoted news and activity to engage with target audiences.

Content Marketing Takes Control

• Built blogs and websites for both the company and the CEO to create additional controlled assets with correct narrative.
• Found appropriate opportunities for the CEO and the company to be featured across platforms which ranked well on Google’s algorithm.
• Consulted on integrated content strategy to synchronically release information across multiple platforms including newsletters, media outreach, social and more.

PR and Media Activity for Positive Exposure

• Found news opportunities for creating press releases to pitch to appropriate media.
• Wrote expert op-eds and thought leadership pieces for CEO to publish on target online publications.

Results:

Statistics:

• 72.5% of results on Google’s first pages were controlled assets (112% increase)

• 33,000 hits for PR activity

• Potential audience of 248 million

• 95% reduction of any negative results in 8 months

Big picture:

-        Client T reports a notable increase in inquiries with many potential clients mentioning articles/content which they had read on various digital spaces.

-        The CEO and the company have a succinct and positive narrative created across Google’s first pages.

Background

In this initiative, our primary aim was to empower Refundit in optimizing its digital footprint, primarily through the strategic dissemination of articles within the Greek and Spanish markets. This endeavor was complemented by meticulously orchestrated campaigns designed to amplify the reach and impact of these articles. A paramount objective of our efforts was to raise awareness among discerning decision-makers within these regions. 

Challenges:

1. The company had been struggling to get official approval to start operating in leading European countries

2. The company required exposure to governmental stakeholders to improve lobbying efforts, which were hoped to yield more significant results

Strategy

To achieve our goals, we used a versatile approach. We combined our in-house PR efforts with local PR partners. On a broader level, we planned the types of articles we wanted to create. These included articles about the company and its products, interviews with important company people, news-related content, and promoting our strategic goals. 

• Open a thematic website, powered by Refundit –
  promote key messages – www.taxfreeworld.org
• Targeted paid campaigns to increase reach and
  amplify key messages
• LinkedIn – manage both company’s and CEO’s
  profile

Results

Our campaign was strategically tailored to connect with highly specific target audiences in Greece and Spain, primarily focusing on key decision-makers within relevant organizations and government bodies.
By publishing articles on leading publications, and making sure they reached the right eyes at the right time, we helped the company’s efforts to regain interest in its product and reignite discussions of granting it a permit.

Background

Percepto partnered with Client Z, the CEO of a major producer and supplier of energy in Africa. The client was accused of nepotism and tribalism, with negative results on Google and other search engines. As part of our work with Client Z, Percepto was tasked with positioning both the client and the company as leaders within the energy sector while gaining control of the first pages of Google and suppressing negative conversations online. Percepto also worked to create a solid foundation for Client Z’s online presence, along with their company, while promoting strategic messaging and raising awareness of positive stories among major stakeholders, B2B, B2C and B2G.

Strategy Implementation

Created a full-service strategy to build ORM, using content marketing, PR, media relations, and SEO practices:

Solidify Messaging:

• Client Z is an expert in the energy industry
• The company is important part of the national economy
• Client Z and the company care about the local communities and play a major factor in supporting them

Our Goal:

• Raise awareness of key messaging to major stakeholders
• Position Client Z and the company as industry leaders 
• Form possitive narrative around the company's work
• Gain digital real estate with controlled assets
•  Highlight corporate social responsibility to present positive image

Content Marketing Takes Control:

• Opportunities for company to be featured across well-ranked platforms
• Building high-quality and SEO rich websites and blogs with content

PR and Media Activity for Positive Exposure:

• Wrote expert op-eds for senior management team to publish online publications

Results

Improvement of google pages:

• Start: 40% negative on first two pages
• Down to 5% negative after 9 months 
• 100% clean by the end of the project

PR to support the ORM:

• 27 thought leadership pieces created gaining coverage across target publications
• Improvement of client Z leading to media opportunities
• Sentiment became positive with mentions increasing by 126%

Background:

Percepto partnered with a high-profile investment banking and brokerage firm, who focus on the health tech space, to provide a full-service, online reputation management strategy.

The company had received negative attention in local, national and international press due to a historic Securities and Exchange Commission (SEC) fine which was still reflected in their Google results eight years after its publication.

The reputation of the company was under threat with comments, inquiries and negative feedback  often brought into conversation.

Challenges:

1. Large number of historical negative links on Google first pages.
2. No clear narrative to any content written about them.
3. Almost zero engagement or outreach achieved from any former activity.
4. Continuing ongoing coverage published which posed significant reputational risks.

Strategy:

We created a full-service strategy to build a solid ORM plan, using activity including content marketing, PR and media relations, social media, SEO practices and more.

Our goal:

• Restore trusts and credibility among existing and potential clients, investors, and across the industry as a whole.
• Form and maintain a positive narrative around the incredible work the company does within their industry.
• Position the company as a leader in their field.
• Gain important digital real estate with controlled assets on the first pages of search engine results.
• Highlight corporate social responsibility initiatives and actions to present a positive image and build brand trust.
• Help to transition a subsidiary of the company to its new brand name and begin to create a separate brand identity.

SEO Consultation and Optimization Improves Ranking

• Reviewed and optimized existing websites for the client, its partners and portfolio companies.
• Used techniques to improve everything on controlled web assets, from alt-texts on images and metatags to advising on URL structure and link building to leverage ranking.
• Ensured SEO-rich content within all texts across the entire campaign.

Content Marketing Takes Control

• Created opportunities for the company to be featured across platforms which ranked well on Google’s algorithm.
• Built and promoted websites and blogs with content, which was high quality, SEO-rich and insightful.

PR and Media Activity for Positive Exposure

• Found news opportunities to create press releases to pitch to appropriate media.
• Wrote expert op-eds and thought leadership pieces for senior management team to publish on target online publications.
• Outreach also done for portfolio clients and optimization consultation for press releases.

Social Media Activity Gains Engagement

• Built a social media strategy to build followers and present appropriate narrative
• Promoted news and activity to engage with target audiences.
• Created and maintained accounts and profiles on platforms which had a strong ranking on Google.

Results:

1. Improving of Google Pages
   • Gradual improvement
     • Start: 40% negative on first two pages
     • Down to 15% negative after six months
     • 100% clean after a year on 5 of 6 target search terms
2. PR that will support the ORM:
   • 30 thought leadership pieces created gaining coverage across 17 target publications.
   • Press releases created with coverage appearing on 363 publications with a total potential viewership of over 191 million
3. Big picture:
   • The client reports to receive 55% fewer stakeholder comments on inquiries regarding the incidents. This number continues to fall

Background – The Wolf Prize is an annual award given to leaders in the world of art, science and mathematics, recognizing the world’s finest minds and talents.

Challenge – When beginning work with this client there was zero social media presence or platforms. We created their accounts and handles from scratch and built social media activity from the ground up.

Target – to build momentum and awareness of the announcement through social media channels, drawing attention to the live broadcast which would take place at the residence of the President of Israel as well as encouraging more engagement on all social media channels.

Strategy and implementation: We created momentum by creating a countdown to the announcement across all social media platforms, tying in interesting titbits that linked to the days in 12 Days of Christmas-style fact-sharing campaign – e.g. “It’s just 44 days until the announcement of the Wolf Prize – Did you know that 44 years ago, the first Wolf Prize was given in 1978 #44DaysToGo.

During the event itself, the announcements of each of the 11 laureates was posted live on social media simultaneously across all platforms, including tags of laureates, institutions, alta maters and information about the reason they were winners.

Following the live event, we created a Spotlight Series to introduce the 11 laureates in more detail with further explanation about them receiving the prize. 

Results: From the beginning on the campaign, social media engagement increased astronomically across all three platforms.

On Twitter, this included 70,000 profile visitors and 1.12million tweet impressions – an increase of 690% and 180% respectively.

Facebook saw a 306% increase of visits compared to the previous year an increase in post engagements of 91% and a 295% increase in video views.

On LinkedIn, views were up by nearly 3,000%, unique users by 1,850%, and reactions by 2,720% with the key target areas of education and research users being the highest increased demographic.

In terms of followers, the numbers increased dramatically during the month following the announcement – Facebook followers went up by 6% and Twitter by nearly 30% and on LinkedIn the amount of followers tripled.

Israeli market PR launch campaign for global brand

Background: EcoFlow is a portable power and renewable energy solutions company. Since its founding in 2017, EcoFlow has provided peace-of-mind power to customers in over 85 markets through its DELTA and RIVER product lines of portable power stations and eco-friendly accessories. EcoFlow's mission is to reinvent the way the world accesses energy by innovating lighter-weight and longer-lasting clean, quiet, and renewable power storage solutions

Challenge: Although EcoFlow products had been distributed in Israel for a few months they hadn’t been officially launched in the local market and there was very low awareness of the company’s innovative products and solutions. The client needed to create awareness within a very short time frame.

Target: To raise awareness of the importance of portable, solar powered, sustainable, power stations as an alternative to fuel generations as well as expose local Israeli audiences to EcoFlow’s innovative products and to increase demand and sales by local distributors.

Strategy and implementation: We decided to launch an intensive PR and media outreach campaign to create a substantial amount of coverage within six to eight weeks. The target audiences included tech-lovers, outdoor enthusiasts and businesses which use power generators both outdoors and inside. Key messages we determined in order to promote product innovation, sustainability and ease-of-use when compared to traditional fuel-based power stations.

Our strategy was to reach out to both national media outlets as well as tech publications. Press releases were tailored to target various audiences and pitched to key media outlets to achieve a range of coverage types; including news, reviews, tech pages and thought leadership pieces.

Results: In under two months, eight pieces of coverage were published across target outlets – national daily newspapers and consumer technology publications. This created a significant increase in awareness of the company’s products within the Israeli market.