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How to Write an RFP for Social Media

The agency, Create Digital (http://createdigital.com), and brand, Verizon (http://verizon.com) perspectives on how to write an RFP for Social Media.

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How to Write an RFP for Social Media
#SMRFP




@verizon                   @createdigital @kendallmorris
facebook.com/VerizonFIOS   facebook.com/createdigital
www.verizon.com            www.createdigital.com
How to Write an RFP for Social Media
W W W. C R E AT E D I G I TA L . C O M
•  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
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How to Write an RFP for Social Media

  • 2. #SMRFP @verizon @createdigital @kendallmorris facebook.com/VerizonFIOS facebook.com/createdigital www.verizon.com www.createdigital.com
  • 4. W W W. C R E AT E D I G I TA L . C O M
  • 5. •  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
  • 6. W W W. C R E AT E D I G I TA L . C O M
  • 7. •  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
  • 8. W W W. C R E AT E D I G I TA L . C O M
  • 9. 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
  • 10. W W W. C R E AT E D I G I TA L . C O M
  • 11. •  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
  • 12. W W W. C R E AT E D I G I TA L . C O M
  • 13. •  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
  • 14. W W W. C R E AT E D I G I TA L . C O M
  • 15. •  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
  • 16. W W W. C R E AT E D I G I TA L . C O M
  • 17. •  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
  • 18. W W W. C R E AT E D I G I TA L . C O M
  • 19. #SMRFP @verizon @createdigital @kendallmorris facebook.com/VerizonFIOS facebook.com/createdigital www.verizon.com www.createdigital.com
  • 20. #SMRFP Download the presentation worksheet here: http://j.mp/create_sxsw