1. Sotto Wireless 2007 PR Programs McKenzie Worldwide: Megan McKenzie Brian Edwards

2. Agenda  PR Goals/Objectives  PR Programs  Corporate Branding/Awareness Program  Tour planning  AR Program  Vertical PR Program  Customer Success Program  Tracking results/Working together

3. Sotto PR Goals and Objects

4. Program Overview  Six major components  Corporate  Analyst Relations  City Launches  Customer  New Media  Reseller

5. Agency Overview  High touch, high-tech, boutique PR agency  Mission: Helping build and sustain brands that people trust  World-class experience with business, trade, vertical, financial media, bloggers and analysts  Extensive experience working with companies at all phases of the adoption curve  Track record  Innovative thinking and creative implementation of ideas  Results-oriented approach supports clients’ key business objectives  Satisfied clients; long-term PR partnerships  Budget flexibility, transparency and accountability  Ability to scale

6. Past/Present Clients

7. Chasm-Based PR Strategies Innovators | Early Adopters | Early Majority | Late Majority | Laggards

8. Innovators PR Strategies  Goal: Get off the ground  Create solid foundation among technology enthusiasts  Demonstrate success  Educate influencers  PR Approach  Articulate technology breakthroughs, benefits  Tech analyst focus  Technical influencers, key columnists, bloggers  Initiate friends & family campaign, set stage for WOM  Duration: 3-6 months (or more)

9. Early Adopter PR  Goal: Appeal to Visionaries  Demonstrate dramatic competitive advantage via revolutionary breakthrough  Highlight customer successes  Build momentum  PR Tactics  Move to case-study approach – customer wins, results  Announce new partnership deals  Focus on business and vertical media  Conduct market studies showing need/benefit  Refine messaging  Establish segment leaderships  Expand word of mouth campaigns  Duration: 2-3 years

10. Early Majority PR  Goals: Become established, credible, known  Be seen as a clear leader  Demonstrate superior performance, execution  Product, market maturity  PR Tactics  Comprehensive PR program  Regular tours, editorial boards  Contributed articles  Speaking engagements  Competitive  Full-scale product launches  Engage on issues, define trends  Duration: 3-5 years

11. On Main Street PR  Goal: Manage perception, build brand  Avoid being seen as evil  Give company a face, personality  Control messaging, protect brand  PR Tactics  Exert strong messaging discipline  Maintain open relationship with influentials  Continue to be proactive  Own the discussion  Use star power to move the bar  Duration: 10 years +

12. Messaging Architecture Business problem Message themes Communication goals Audiences Product Messages Customers Delivery Sound bites Audiences Event Message themes Market dataBenefitsOther proof points Other PR products & eventsTop stories Relevance Consistency Authenticity

13. Sotto S.W.O.T. Analysis InternalExternal Strengths  Management, technical team  Well-articulated business benefit  Strong partner relationships  Solid funding Opportunities  Hit the SMB sweet spot  Build perception as wireless innovator  Generate buzz through partners Weaknesses  New offering may be confusing  Limited handset choices  No track record, customer base  No awareness or brand  A start-up Threats  Existing wireless contracts too hard to break  Large operators put together similar offerings  Technology bugs, failures  Me too competitors

14. Sotto “Innovators” PR Program Overview  Build a base of awareness among low-hanging fruit  Analyst relations  Launch company/product  Friends and family outreach to get people talking  Funding announcements, financial news  Local market launches  Top outlets in market  SMB and tech trade focus  Reviews  Technology dives  Product upgrades, features  Partner deals

15. Sotto “Visionaries” PR Program Overview  Change tactics to reach early adopters  Line of business analysts  Customer wins, case studies  Business press  Emphasize small business media  Vertical media, analysts  Multiple local launches  Turn up volume on WOMM campaigns

16. PR Outside the Box  Outreach to franchise networks/owners  Target franchise newsletters, web sites  Form partnerships with strong relevant brands  Costco, Quicken, Sam’s Club, eFax, Amazon, FedEx  Use new media press release template  Make your news viral  Implement WOMM campaigns  Small business associations, e.g. WSA  Influencers, evangelists  Steady stream of “pass along” news  Blogger outreach

17. New Media PR Template  Easy for bloggers, columnists to pick up information  Incorporates rich media content  Plentiful use of links  Tags for good search results  Links to Sotto blogs  Issued-oriented content

18. Implement WOMM The Five Steps in Word of Mouth Marketing StepEasyAdvanced 1. Talkers Volunteers, customers, bloggers Influencer, agent, evangelism programs 2. Topic Special offer, great service, new product Viral campaign, buzz stunt, new feature 3. Tools Tell-A-Friend form, forwardable email, coupon Message board, online communities, blogs 4. Take Part Join blog & message board conversation Outreach teams, supporting PR campaigns 5. Track Blogpulse, Feedster, Technorati, Google Advanced metrics program, trend analysis

19. PR Tracking & Measurement  Web-based dashboard to aggregate and measure coverage globally in real time  On-demand tool  Analyze volume, tonality, messaging vs. competition  Monthly roll-up reports  Use to set goals and metrics  Mobile alerts

20. Working Together  Teamwork  Consider us a key part of your core business team  Close partnership + open dialogue = great PR results  Weekly meetings, conference calls  Monthly status reports  Measuring results  Map results to PR goals  Quality versus quantity  Track achievement of key messages in all coverage  Monthly coverage analysis  Quarterly PR review and meeting with executive team to establish new goals

21. Success Factors: What We Need From You  Clearly identify goals, expectations  Weekly meetings/conference calls with Mike Houston  Provide MWW with Sotto marketing and business plans, research, etc.  Provide MWW with timely access to long-term planning and anticipated events  MWW to attend pivotal marketing/business meetings  Timely access to spokespeople for media opportunities

22. Your Team  Megan McKenzie  Account champion, team lead  Brian Edwards  Technology stories, new media, writing, special projects

23. Next Steps? We want to be your strategic PR partner!