Methodology

In this phase of work, MWKS will collaborate with our client to identify, vet and finalize elements such as target segmentation, site selection, contact strategy and coordination with other media efforts/programs
MWKS will develop specific sites and strategies for the targeted demographic
Site selection will include a range of functionalities, including: micro-blogs, social networking hubs, blogs , message boards, posts, video-sharing sites (where applicable) and discussion forums

Once the contact and engagement plan is finalized, MWKS will begin development of tailored message points for the various communities and sites in the plan
MWKS will craft customized message points based on the venue (blog, discussion board, chat room, etc), community focus and specific consumer target
Additionally, any necessary assets such as unique URL’s, supporting content and multi-media asset links will be developed and embedded into the program message points

A critical element of the campaign will be the sourcing and training of MWKS highly-skilled Brand Ambassadors who will engage consumers and communities throughout the campaign
MWKS will vet and train this dedicated team for deployment and results

Upon approval of all program elements, messaging and assets, MWKS will initiate the campaign and begin the process of incubating the target sites/communities with client messaging and information
Campaign activity will span a variety of actions, including:
- Posting information in appropriate discussion forums
- Engaging consumers in one-to-one dialogue regarding client promotions
- Tagging related digital assets with promotional messages
Brand Ambassadors will operate in two daily shifts in order to account for peak site traffic from east and west coast consumers

MWKS will engage in continuous monitoring of Brand Ambassador activities and progress throughout the entire lifespan of the program
Every keystroke, post, conversation and message will be logged and compiled into a master list MWKS can also track performance metrics such as impressions, page views, depth and duration of conversation, awareness, etc.
Periodic updates will be provided to client hroughout the campaign

As performance and progress is tracked, MWKS will consult with client on an ongoing basis to identify any potential areas of refinement or adjustment
Refinements can be made to any number of variables including: site selection, messaging, approach, etc

Mid-way through the campaign term, MWKS will host a roundtable discussion with the client
MWKS will provide a comprehensive status on the performance and progress of the campaign, as well as discuss any recommendations for the last half of the campaign term
If desired, MWKS can also make available the enitie Brand Ambassador team for the roundtable, to gain their person perspective and front-line insights on the campaign

Upon completion of the campaign term, MWKS will aggregate all activity logs, keystrokes, conversations and performance metrics into a full report and analysis document
Additionally, MWKS will provide analysis and recommendations pertaining to the campaign. This analysis will serve to inform internal ROI analysis and the development of future campaigns

To complete the campaign term, MWKS will host a final roundtable with the client and Brand Ambassador team to review the final report and analysis
MWKS encourages client team members – (from cross-functional teams/resources) - to attend the roundtable, in order to share insights and learning from the campaign results
If required, a Continuing Contact Plan will be recommended – to keep loyal/active online Brand Loyalists in-touch, and gain their participation for future initiatives

(Example: 6 Week Project) Sample Schedule

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