Mona Walsh

Social Communications Consultant

Elevensoft

Social Communications
proposal: Orchestrate launch

Prepared for Andy Wright by Mona Walsh on 15th December 2009

1
Your requirements
To launch Orchestrate and position Elevensoft as the champion for small businesses
in the Field Service Management arena.

To become an information hub for all aspects of field service management.

Specific social media goals

 Raise awareness of product
 Build the Orchestrate brand
 Build authority of Elevensoft as thought leaders and market experts.
 Engage target audiences and contributors.
 Influence potential buyers.

Target audiences
Buyers
Field Service Managers (budget holders).

Buyer influencers
Stakeholders (i.e. users, consultants, IT departments)
Opinion Formers (Media, Government, Bloggers,)
Alliances (Industry networks, thought leaders, major users)

The challenge
We need to reach and engage with people who are likely to buy Orchestrate and
those who influence their buying decisions.

Proposed solution
Starting with online PR to reach broadcasters and people in authority to build
awareness of and trust in the Orchestrate brand. This will help to gain traction,
getting the brand off the ground and will indicate which arenas (or verticals) are
most susceptible to your product.

Back this up with a peer to peer campaign, using bloggers and people of authority
and influence within the industry to rate, review and talk about Orchestrate –
generating buzz.

Follow this by taking communications beyond the broadcast media and using viral
techniques to build buzz and word of mouth communication. Develop profiles of key
audiences within your market verticals, find and engage with them directly on the
internet.

Continue to deliver iterative bursts of activity, regularly measuring and using what
we learn to inform the next set of actions, adding to map and gaining momentum.

2
Strategy outline and costs

There are a number of social media elements that could be used to raise awareness,
position your brand and ultimately help to sell your product. Based on your
requirements and the information provided so far, I would suggest the following
approach.

Phase 1 : First 3 months

Media relations: mapping and building links with industry press, media, networks
and associations. Writing and distributing press releases that are news worthy and
attention grabbing. This will gain traction for the Orchestrate brand, start raising
awareness and help push Orchestrate up the SEO rankings.

Influencer campaign: Mapping, engaging and building relationships with key

bloggers and authorities within a chosen vertical. Good for SEO, building your brand
and authority, creating news, interesting content and building trust.

This includes the following content set up and 1 month’s management:

 1 x Blog strategy, Guidelines and Editorial plan

 2 x Press release writing and distribution
 1 x Content management for online press pack

Other deliverables included:

 1 x Report on key media and influencers.

 4 x activity report (one per week)
 4 x catch up call (one per week)

Test group: source and manage test group of relevant people who agree to feed
back at regular intervals on Orchestrate. This will build cases studies,
recommendations, number of users etc and help to create content for the
media/influencer campaign.

Cost for Phase One £7500*

Additional content: Good to gain momentum and build an authoritative voice and
for SEO.
 Additional press release
 Video New Release (VNR)
 Viral advert/promo video
 Images/photography
 Seeding, placing or selling-in each of the above

Cost per additional item of content depending on requirements.

3
Phase Two : Timings and requirements to be confirmed

Thought leadership: Positioning Elevensoft as an authoritative expert in Field

Service Management. Building on initial PR and influencer campaigns by creating and
distributing regular, useful content; additional to above and including:

 Research
 White papers
 Articles
 Speeches
 Training
 Events
 Widgets/applications
 Mobile content

Community engagement: profile, map, listen and engaging potential customers

and contributors, building viral word of mouth and peer to peer recommendation
whilst continuing to engage with influencers. This is particularly useful when scaling
up and researching your markets.

Community building: Develop the test group to create and facilitate a branded
community of Field Service Management professionals for which you will be the
authoritative voice.

Costs for phase two depend on requirements to be discussed.

Measurement
The strategy will continue to evolve as we progress, with activity assessed and the
programme informed at each stage.

A measurement strategy for each phase will be put in place as that phase is scoped
and planned, based on agree specific social media requirements.

Please note this will include use of free measurement tools, but we can look at paid
for alternatives if necessary on an ad hoc basis.

*Notes and assumptions

 Costs are indicative and may vary based on your exact requirement.
 Invoices will be issued on a monthly basis for work undertaken in that month with the
exception of month 1 where I will require 50% of month 1 to be paid in advance and 50%
to be paid immediately at the end of month 1.
 Costs do not include incentive/promotion costs or paid-for tools.
 In order to successfully deliver the project I will need full access to your website, blog,
widgets and other relevant activity analytics. I will ensure confidentiality at all times
 Some content work may be charged extra (eg video)
 Some of the conversational activity will be carried out by the Elevensoft team or
representative, eg elements of outreach and blogging.
 All work is undertaken subject to standard Terms and Conditions.