How to Write an RFP for Social Media
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The document outlines a step-by-step guide for creating effective marketing relationships, emphasizing objective definition, requirements gathering, and timeline establishment. It suggests prioritizing core business objectives, sharing budget considerations, and evaluating options systematically. Additionally, it recommends creating a scoring rubric for RFPs and selecting evaluation teams to ensure clarity in expectations and success metrics.
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
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- 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
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- 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
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- 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
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- 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
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- 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