FAQ

FAQ

“Why Can’t I Do This Myself?”
Although it might appear easy for you and your staff to jump in and start talking to online communities, the road to social media success is littered with disasters. If not handled correctly, your hard-won reputation can take a hit and undo years of customer goodwill. Be aware that marketing to the complex word of social media is a highly- specialized technique – unlike anything else. Understanding proper protocol, becoming a trusted member of each group, measuring every action, gauging key-influencer impact, analyzing pass-along results, and keeping up with the latest FTC regulations are all critical considerations. They’re also MWKS’ bread and butter!

“Is There A Reliable Way To Measure Results?”
Yes. Social Influencer Activation is measured through a number of methods and perspectives including (but by no means limited to) sophisticated brand tracking, share of buzz, reputation surveys, customer experience monitoring, pass-along effect. Not just one form of measurement is used to confirm results yielded from in separate engagement channels. End actions such as site visits, registration or the volume of customer acquisition must be captured with a broad scope of tools and analytics. Volume of discussion, share-of-voice compared with competitive products, tonality, stirring brand advocates response, relay dynamics, purchase likelihood and behavior need to be monitored, tracked, quantified and evaluated. Pre- and post-campaign sentiment provide reliable, verifiable “baseline” indicators of community participation.

“Do I Need All These Services?”
A well-designed social influencer marketing campaign can be scaled up or down to fit your needs, budget, and both the immediate and long-range goals of your campaign. Some projects require “deep dive” web-monitoring/crawling solutions; others do not require this depth of technical sophistication to achieve success. The degree of services is based on your goals, budget, deliverables and ROI.

“How Do I Determine ROI?”
By evaluating the Social Channel Mix (such as impact of blogs, affinity sites, Twitter, YouTube, posts, social-networks, etc.) we constantly benchmark the “quality” of engagement value over the entire spectrum throughout the duration of a campaign. Whether the deployment strategy includes 1:1 conversations, One-to-Many outreach or pre-determined WOM Pass-Along rates, we capture every action with an rigorous “weighting” scale. This 0-10 measurement system incorporates actual site-traffic, number of links, blog readership, community participation counts, change in overall sentiment/tonality, viral effect, duration of conversation, call-to-action, and other considerations. We record each activity and tabulate a “level of intent to purchase”. This data is calculated relative to traditional media/overall marketing performance.

“How Does This Help My Bottom Line?”
A well executed social media marketing campaign reaches an audience of millions for a fraction of the cost of a comparable “traditional” media like radio, television, print, outdoor or even banner buys. In an age when inefficiency has never been costlier, MWKS’ state-of-the-art tools, systems and experience provides your company with successful strategies, innovation platforms and a clear competitive advantage.