Here are the elements:

• Clear campaign strategy with goals, outcomes and metrics
• Platform for engagement, measurement and listening
• Extended online metrics, beyond hits and into views, links, technorati rankings
• Advanced listening metrics, including sentiment monitoring, online reach measurement
• Online community management, including hosting corporate communities, building content and conversation networks
• Blogger relations management, including outreach, relationship management
• Online presence management, including building accounts and profiles, training advocates, and developing a community manager practice
• Social network value management, including capturing metrics and demographics for potential marketing synergies and opportunities
• Dashboard view of metrics, and actionable summary reports for management efforts

To ensure success, the stewardship of a community should come from 'digital natives' - people the community can identify with and typically not from a traditional marketing professional. The steward helps to seed conversation topics and engage advocates.  To seed the network, we develop a series of on line events (Webcasts/ Twebisodes) to engage advocates via town forums to:

• Introduce program & mission
• Introduce affiliate marketing program
• Discuss status of program & garner feedback
• Launch program

The following link will take you to an example of a Project Dogfood Platform: Project Dogfood

Key Program Benefits:

• Engages advocates with an education approach
• Develops intense advocate relationships
• Generates breakthrough insights
• Establish approach and structure for affiliate programs
• Generates excitement, interest and buzz prior to launch
• Make faster, better decisions