• Step 1: Define the Objective• Step 2: Define the Requirements• Step 3: Establish Timeline• Step 4: Defining the Relationship• Step 5: Sharing the Budget• Step 6: Evaluating your Options• Step 7: Success
W W W. C R E AT E D I G I TA L . C O M
• Identify core business • What are your core business objectives objectives• Identify key marketing • What problem are you solving initiatives for • What have been the greatest pain points to date Select the appropriate objectives social media can support
W W W. C R E AT E D I G I TA L . C O M
Details to share with agencies Questions to ask the brand• Internal Resources • Business needs• External Resources • User needs• Metrics • Personnel resources• Governance • Original content assets • Internal stakeholders Agree to the same objectives and resources
W W W. C R E AT E D I G I TA L . C O M
• Lay out a clear timeline of due • Manage resources against the dates: RFP response ‣ 1st response due • Focus on demonstrating process ‣ Finalists notified ‣ Sample project assigned • Focus on presentation as it reflects capabilities ‣ Agency presentations ‣ Agency selection made, finalists notified Clear expectations allow both sides to work to a unified goal
W W W. C R E AT E D I G I TA L . C O M
• Outline your marketing • Understand organization goals structure• Prioritize your goals • Discuss process preferences• Share dependencies within • Assign accountability your organization • Establish work plan outside of• Define best practices for contractual obligations working relationship Make sure you are speaking the same language
W W W. C R E AT E D I G I TA L . C O M
• Defined marketing budget, • Share budget range undefined budget for social • Establish a number that is• Winning ideas sometimes force beneficial to both parties reallocation of budget • Plan ahead with phased• Tangible things are often approach and percentages easier to buy • Highlight internal groups that can share cost/benefit of social Show scalable solutions to win internal buy-in
W W W. C R E AT E D I G I TA L . C O M
• Create a rubric to score RFP’s • Understand evaluation process• Select your evaluation team • Ensure KPI’s include long term• Require that finalists success metrics demonstrate capabilities Share the key factors of evaluation to provide the clearest opportunities for success
Ravi Venkat
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