[Insert Logo] Social Media Agency RFP

Hi! We get a lot of RFPs at iStrategyLabs for all sorts of things. I figured Id share at least one Social Media RFP that we recently recieved so you can use it as a template for your own. You can contact me directly for other examples if you like. Please note, I dont necessarily recommend that you go through an RFP process - you should judge that for yourself. However, if you do please keep this in mind:
1. 2. 3. 4.

You should not start your interaction with an agency by emailing them an RFP. You should start by emailing/calling and saying youre in the process of finding a good partner for some work, and that youd like to see if they be interested. If they are, talk to them on the phone or in person and then ask them to respond to your RFP. Share your budget. Most shops will turn you down if you dont.

I wont get into the further steps of the process here, but thats a good way to get going. Oh, and if youre in need of a great digital/social agency, please drop me a line :) Peter Corbett, CEO, iStrategyLabs Cell: 917-748-3595 peter@istrategylabs.com

[Insert Logo] Social Media Agency RFP

1.0 Timeline of Due Dates

Issued: May 9, 2013 Phone Call /Q&A: May 14, 2013 Document Submission Deadline: May 20, 2013 Three Finalist Agencies notified: May 21, 2013 In-person Final Q&A: May 23, 2013 Agency Notified: May 24, 2013 Agency Start Date: June 1, 2013

2.0 Point of Contact

Main Contact: Name, Title Mailing Address: Email Address: Telephone:

3.0 About Us
BRAND, has been successful throughout the years in positioning themselves as TARGET AUDIENCE DESCRIPTION best option for PRODUCT DESCRIPTION. We have also targeted our marketing efforts for the SECONDARY TARGET AUDIENCE. Today, most of our social media audience is made up of TARGET AUDIENCE DESCRIPTION. Our goal from a Marketing perspective has been to INSERT GOAL(S). INSERT DESCRIPTION OF OPPORTUNITIES FOR THE BRAND. INSERT DESCRIPTION OF RECENT ACTIVITIES THAT WERE SUCCESSFUL OR NOT SO SUCCESSFUL.

1.1 The Marketing Team 1.1.1 Social Media

DESCRIBE YOUR SOCIAL MEDIA ACTIVITIES TAYLOR THIS SECTION SPECIFICALLY TO YOUR NEEDS Please note: - Agency will support Facebook, Twitter, Google+ and Pinterest - Google+ has commenting feature disabled; Twitter, Google+ will have the same content mirror each other - Agency will not support LinkedIn, YouTube BRAND currently has a global account for Facebook, Twitter and Instagram accounts. The agencys main point of contact will be an internal Social Media Analyst, X.

[Insert Logo] Social Media Agency RFP

1.1.2 Digital Media

We can divide the Digital Media on our team in two:

1. Direct Response (BRAND.COM) Online marketing strategy focused in sales made in the US
and Canada through the official website. Its main objective is to drive qualified visits to the site that will then turn into OBJECTIVE. The strategy includes management of all online channels as SEM, Display, Mobile, Direct (database segmentation and email delivery), Metasearch and Affiliate programs.

2. Only In INSERT SUB-MARKET The Media Campaign for Only in SUB-MARKET was launched
in 2011 with an investment of around $2m in offline and online media. So far we had good initial results but we still feel the need of having a stronger word of mouth and communication of the attributes our region offers for the US TARGET AUDIENCE. As a marketing team we understand that online media is the most cost effective way of putting the message out there and that is why having an online agency that manages the media buy and ad production is one of the most important items for our team in 2013.

1.1.3 Public Relations All Public Relations initiatives are aligned to any Social Media efforts and vice
versa. There is an internal Public Relations team made up of a Communications Manager, and Public Relations Analyst. INSERT PR AGENCY supports our team.

1.1.4 Traditional Marketing

We also have traditional marketing efforts, which include print ads, events and more. An example of one of our sponsorship efforts: we were the official X of the EVENT and have been for the past 10 years. There are three on our Traditional Marketing Team: Marketing Manager, Events Analyst and Marketing Analyst.

4.0 Objective
BRAND is looking for a social media agency based in the US with proven understanding of the US general consumer (though we know the potential of the Hispanic target which should be included with a lower weight). Although we are in an early stage of the strategy, the high level KPIs include awareness metrics: likes, engagements, shares, interactions, as well as traffic to BRAND.COM. We are also interested in tracking the sales this strategy generates (PRODUCT sales, leads to PRODUCT included in the microsite, ROI of our investment in Social Media). Additionally we understand that social media helps us connect and interact with potential TARGET AUDIENCE, so we are trying to create a BRAND experience in all our messaging. Our objective is to engage our followers in the five stages of the PRODUCT BUYING CYCLE: Dream, Planning, buy, Experience, and Sharing. The Social Media agency will provide us in supporting these goals. We can divide the agencys responsibilities and budget into two sections: Section A: Community Management Section B: Social Media Monitoring, Analysis, and Reporting Part of the job is identifying improvements of the Social Media content calendar strategy, currently managed by a third party agency, making proactive proposals for its improvement and working in strategically with online media and the content activity within the micro site. Currently, an external agency supports us with Facebook, Pinterest and Twitter (duplicates Twitter information to Google+)

5.0 Scope of Work/Deliverables 1.1 Scope of Work

The list of deliverables are in the following section and should include tactics for Facebook, Pinterest, Twitter, Google+.

[Insert Logo] Social Media Agency RFP

It is important for the agency to divide the proposal and budget into two clear sections, as well as make the distinction of the investment/cost in each of the platforms. Please make this distinction for all sections that apply: Section A: Community Management (Section 4.2.1) Section B: Social Media Monitoring, Analysis and Reporting (Section 4.2.2)

1.1.1

Section A:

1. Community Management. Responsibilities of SM agency will include: o Day-to-day community management Creating written content and planning timings and
publishing posts throughout each month through the development of a monthly content calendar based on information provided by the client such as: ever green content, seasonal promotions, weekly specials, and alignment with micro-site content BRAND.COM with the feedback of BRANDs Social Media Analyst and team, as well as execution of content that requires timeliness (such as company breaking news, weather alerts and more), Monday through Friday 9 am 5:30 pm. Graphic Development Images/creative assets to be paired with posts. Photographs and branding guidelines will be provided by BRAND from internal marketing database, as well as iStockphoto. Agency will be responsible for resizing and placement of logo, and potentially development of MEMEs. Branding guidelines should always be followed. Recommendations For best practices such as frequency of posts on the SM channels and other tactical recommendations as needed on a daily basis

Please provide us with answers to the following questions:

What is your approach to content in Social Media? What are your community management capabilities? Capabilities of the agencys community management practices, content writing practices used to ensure efficient and effective media placement, as well as the hours that you can offer community management service and the different rates. Overview of the people on the team who would be responsible for this Examples of copy created for Social Media platforms and what an editorial calendar would look like. Examples and the cost separated of development of graphic content to be paired with editorial copy for a particular month, keeping in mind BRAND team is able to provide stock photographs, but also please include information on cost if agency were to provide the stock photographs for the creative assets (example: MEMEs, photographs, a destination photograph with BRAND logo, etc.) Provide a case study of your strategy work that resulted in a social media initiative and the business results achieved.

1.1.2 Section B: 2. Social Media Monitoring. Responsibilities of SM agency will include Flagging both reactive and proactive opportunities for engagement in response to activity
within these channels Monday Friday, 9 am to 5:30 pm. Addressing questions from end-users (fans, followers, etc.) following BRAND guidelines of responses Escalating & Alerting the BRAND team if there is a complaint on Facebook or Twitter that needs to be flagged and making a proactive recommendation based on knowledge

Please provide examples of with: Examples how you have done all that apply above with a past client. Explain what tools your agency has available for social media monitoring, reporting and analysis.

[Insert Logo] Social Media Agency RFP

Include brand/reputation monitoring process: (i.e., proprietary tool used, methodology, etc.) Include details of various levels of monitoring and when they are appropriate. Please detail your methodology/workflow of handling online crises. Please describe the structure of your crisis management team, including relevant experience. Please provide a case study detailing your work in managing reputation or online crises. Sample of your monitoring report format and/or a link to appropriate dashboards (specifics should be removed).

3. Analysis and Reporting. Responsibilities of SM agency will include: Monthly Dashboards - Completing our internal monthly reports (with our guidance), as well as
other reports from your agency which show SM metrics in an appropriate manner, and as needed. Presentations upon request of SM/best practices o One benchmark report of competition per month o Report and recommendations as needed when there are updates/changes to platforms Quarterly Competitive Analysis of Social Media

Please provide examples of: Best practices report, example of SM data analysis and action items based on it. Describe how your agency stays at the forefront of technology, and emerging social media. Please explain how this knowledge and thought leadership is passed on to us. This includes counsel and support regarding social media and content trends that are most relevant to BRANDs current presence in social media and potential opportunities. Explain what tools your agency has available for social media monitoring, reporting and analysis.

6.0 General Company Overview

In addition to providing the information in Section 5.0, please provide us with the following about your agency. Some topics may be repeated from the previous section:

1.1 Who Are You? Please provide a company overview that outlines your key competencies and
approach to brand-building. Please include an overview on what sets you apart from other agencies. Proven experience in the US General market is necessary. US Hispanic a plus but not required.

1.2 Your team. Please list the experience and role of staff members who will work on this account.
Please include titles, roles, responsibilities, and office location. BRAND HQ CITY based account executive is not required. Please provide any appropriate information on who would have the roles to the following duties: o Section A: Community Management (Section 4.2.1) o Section B: Social Media Monitoring, Analysis and Reporting. (4.2.2)

1.3 Budget proposal. Please provide billing and expense practices, including a rate card that outlines
what is/isnt billable of the services that we require in this document. Again, please make division of cost clear for the following sections, as well as for different SM platforms (Facebook, Twitter, Pinterest, Google+) o Section A: Community Management (Section 4.2.1) o Section B: Social Media Monitoring, Analysis and Reporting. (4.2.2)

1.4 Work methodology.

Please define what your company views as service and how you execute upon service. One year from now, what would be the best measure of success for our relationship? Please 3 to 5 specific, obtainable criteria, activities, agreements or indicators that we should evaluate as part of the agreement. Please outline your project communication structure. If your account staff is separate from your project management staff, please detail how these teams work together/with the client. Who will be assigned to our business (please provide names, titles and short biographical notes).

[Insert Logo] Social Media Agency RFP

1.5 Conflicts.
If you have any clients that may represent a conflict please list them and provide written proof that there will be no confidentiality or legal issues.

7.0 Available Resources and Materials for Review BRAND.com Phone call for questions (30 min, pre scheduled with BRAND POC)