RFP Effective Social Media Marketing Proposal
About a year ago, I wrote an article with guidelines for writing a website design and development (RFP) request for proposal, which was well received. Now, I think it’s high time to do the same for those who want to engage an agency for social media marketing and other online marketing and advertising consulting and implementation.
Below are my suggestions for preparing an RFP for social media projects, containers, and campaigns. I also suggest searching online and viewing other calls for proposals to determine which ones are best for your organization. Keep in mind that the format you choose not only determines the length of answers, but also the kind of focus you expect from respondents. Each section of the RFP is described below with some explanations and question suggestions. Have fun!
Information about your organization and your project
The purpose of this section is to give a brief overview of the company issuing the RFP and the social media project or the desired working relationship between the company and the provider. Provide as much information as you think is necessary for providers to make an accurate quote. If you believe that there are certain proprietary or other information that you do not wish to disclose, you must sign a Non-Disclosure Agreement before receiving this information. This may limit the participation of providers, but is often required to protect private information.
1. Company overview
Your business goals
Corporate history using social media or reasons why your organization intends to participate in social media
2. Project overview
Name the project goals and their relationship to the business goals mentioned above. Explain the nature of the desired supplier relationship, d. H. Project Based, Agency of Record, etc. Explain your company’s current involvement in social media channels and how they relate to your organization’s primary presence and related campaigns
Explain the social media channels you want to include in the campaign, unless you are looking for suggestions that you want to use, and tell vendors
Explain how the project fits into your overall marketing strategy (online and offline) and whether another vendor is involved in other aspects of your advertising and marketing initiatives
Explain the measurable results you want to see
Explain the duration of the work – is it a temporary campaign or an ongoing organizational marketing platform?
3. Overview of target groups and interest groups
List of primary audiences for the company, d. H. Demography, Psychography etc
List the primary information needs of each audience
Determine if market or audience research is required to complete the campaign
4. Overview of the answer
Make it clear what kind of answer you are looking for:
Look for a hypothetical approach or an explanation of how the provider creates your campaign. Often, a hypothetical approach is not the best way to approach an RFP process simply because a vendor lacks some important information that could negatively impact its ability to suggest a particular solution. We recommend searching for more general answers and weighing up the effectiveness of the work of previous clients
Guidelines for quoting
In order to provide a level playing field for all qualified providers, it is important to create a clear timeline that determines when your RFP will be issued, when and to whom questions may be asked, and when and in what format answers will be required
Enter the date on which the RFP was issued (month, day, year). If your RFP is publicly listed, it helps those who search for RFPs on Google or otherwise to find relevant tenders
Optionally, you must specify that all interested suppliers report their intention to submit an offer by a specific date, usually within 1-2 weeks of RFP issuance. This is a good way to limit the potential number of providers who respond if you expect a large number of proposals and would rather receive a smaller amount
We recommend that you leave a question and answer period that ends at least 1 week before the proposal is due. It is up to you to allow questions by e-mail, conference call or individual calls. We recommend that you share all questions (and answers) with all interested providers to keep things as similar as possible. Always indicate in which format telephone call, e-mail and to whom these questions should be addressed. We recommend that you identify a single person in your organization as a contact. Just make sure your vacation plans, etc. do not interfere with this process. If there is another reason why the primary contact may not be in town during the process, specify a secondary contact
Responses of the issuer to be sent by 20XX in the following formats (indicate whether electronic submissions, printouts or both must be sent by e-mail, post or by hand)
Based on the replies to the RFP document, a short list of potential providers will be selected and this group will be asked to present demonstrations of their capabilities and vision for the project. These meetings will be completed on XX., 20XX
Award of the contract to the selected provider until the XX., 20XX
The works start until 20XX and last until (if applicable)
Manufacturer questions and qualifications
Here are a few questions you might want to ask the providers who submit proposals. Some may not be true, but it’s a great idea to get the most out of the social media provider’s approach and philosophy. Compare the answers among each other and with your research and readings to ensure that you are up-to-date with the latest insights and best practices.
Company name and name of the parent company
Years in operation
Postal address (head office)
Other office locations
Website and Blog URL
Main contact person (name, title, telephone number and e-mail address)
Total number of employees
Number of supplier employees whose main function is social media
Current customer list identified with those who deal with social media
Percentage of total revenue related to social media
Three references for working in social media, including: company name, primary customer name, contact details and brief explanation of the services provided
Possible conflicts with the existing supplier customer master and this RFP
Bios for senior social media employees and, where appropriate, links to social media profiles
Please provide a complete list of relevant social media platforms and technology partners
References from customers currently working on social media work with the provider
EFFICIENCY & EXPERIENCE
List all social media and online marketing features
Do you have proprietary tools or social media products?
Please include all the experience you have gained from integrating social, paid and / or deserved media
Is there a specific industry or type of work that your company specializes in?
Please list and provide the most important social media communication channels for your business (eg corporate blog, Twitter account, Facebook group, blogs written by clients, etc.).
SOCIAL MEDIA MARKETING STRATEGY
Please outline your social media strategy process
Which stakeholder groups do you usually involve in a strategy engagement?
Describe the final outcome of a strategy engagement
How do you deal with risk management in social media?
How do you integrate existing applications, websites, microsites and newsletters into your overall social media strategy?
How do you ensure that the legal requirements of the customer are met?
Please describe your integration approach between the Customer Marketing, Customer Service and Corporate Communications departments. Please give an example of your work in this area
How do you go about transforming a traditional brand into a mutual dialogue?
Please provide a case study of your strategy work that has led to a social media initiative and the business results achieved
REPUTATION MANAGEMENT & SOCIAL MEDIA MONITORING
What is your brand / reputation monitoring process (ie proprietary tools, methodology, etc. used)?
What do you think about automated sentiment analysis?
What technology do you use to support online monitoring?
How long (on average) between posting a potential problem online and marking the issue with the customer?
How many mentions has your organization processed in the past (eg 2,500 mentions per week)?
What is your quality assurance process to ensure that the large volumes of data collected during the monitoring process are processed efficiently and are representative of the entire online conversation?
Please explain your methodology for dealing with online crises
What services do you offer to support online crisis management?
Please describe the structure of your crisis management team, including BIOS and relevant experience
How do you assess which mentions require immediate answers and which do not?
Please describe your general approach to obtaining and responding to comments
Please provide a case study detailing your work in reputation management or online crisis management, including the results and lessons learned
Please attach a sample of your monitoring report and / or a link to the appropriate dashboards (details should be removed).
METRICS, MEASUREMENT & REPORTING
How do you measure the success of your social media programs for customers?
Please give specific examples based on previous work
Have you developed proprietary metrics? How did you apply these to customers?
How did you define the return on investment (ROI) from the social media perspective in the past?
How do you gather data points generated from different social media channels and measurement tools for an objective / comprehensive view?
What is your approach to server and community analysis for program measurement?
Can you measure the cost per lead or the cost per acquisition? Please give an example of a project where you did this
On which platforms can you not measure accurately or provide only limited measurement results?
Please enclose a sample of a measurement document or a final report (details should be removed)
What percentage of the budget do you recommend for metrics and measurements?
CUSTOMER EDUCATION & TRAINING
Do you offer social media training services to customers? If so, in which formats are they available?
What internal processes have you set up to ensure that your employees stay up-to-date on social media innovations and best practices?
How do you measure progress and evaluate the effectiveness of training?
How do you encourage customers to stay up-to-date with the latest social media best practices and best practices?
SOCIAL MEDIA AND OTHER DIGITAL CHANNELS
What are your design, creative and community management skills?
What percentage of your employees are dedicated to building and delivering social media solutions compared to management and consulting?
Please describe your experience with the following platforms and tactics:
– YouTube or similar video sharing sites
– Blogs, Podcasts, Vodcasts, Forums
– Content Management System (CMS)
– Customer Relationship Management (CRM)
– Email Marketing
– Search Engine Optimization (SEO) and Search Engine Marketing (SEM)
– Facebook pages, apps, API integration
– Development of mobile applications
– Web sites for sharing messages (eg Digg, Reddit, etc.)
– Virtual worlds and augmented reality
– Photo sharing (by H. Flickr) and other content sharing sites (ie Scribd, Slideshare, Delicious, etc.)
– Social Media Press Releases (SMPRs)
– crowdsourcing or wikis
– Real events organized via social media (eg tweetups)
– reviews / customer service sites (ie H. Yelp, ePinions etc.)
Please give examples of the evolution of social media channels completed in the last two years
COMMUNITY AND INFLUENCER OUTREACH (SOCIAL PR)
How do you identify influencers in different social media channels?
How do you define and define “influence”?
What is your contact process for communicating with identified online influencers?
What tools and approaches do you use for influencer relationship management? (Third party, proprietary, etc.)
How did you integrate Influencer Outreach into traditional communication and / or marketing campaigns?
How do you handle seeding conversations within stakeholder groups?
What is your exit strategy for influencers when the initiative is completed?
How do you ensure authenticity and transparency in making contacts for a customer?
Please provide a case study of an online community outreach project
CUSTOMER SERVICE & PROJECT MANAGEMENT
How is a typical customer contact with your company structured?
How do you structure your account teams?
Please outline your internal communication structure. If your account staff is separate from your project management staff, please explain the collaboration of these teams
If you’ve been selected to provide social media services assigned to our company (please provide names, titles, and brief biographical notes)
What percentage of employees are involved in your projects? What role do they play?
What is the price of your projects? Do you use an hourly rate? Combined agency price? In this case, please provide a price list
What change management practices does your agency use?
What reports are provided to the customer to communicate project milestones and the overall state of the project?
How common are these reports?
What is your process to capture business requirements?
Writing a Request For Proposal (RFP) is a good first step in thinking about online marketing and social media, as careful planning is required to specify and create an effective, integrated campaign. A well thought-out, high-quality RFP is essential for a successful business because it helps you to focus on your goals and to determine exactly how to achieve them.