Digital Marketing

A year ago I wrote a book with guidelines for writing a web design and development request for proposals (RFP), which is an excellent response. Now I think it is high time the same for those who wish to hire a marketing agency social media and other online marketing and advertising consulting and implementation.

Here are my suggestions on how to prepare a tender for projects of social media, restraint and campaigns. I also suggest that online searches and see watching another request for proposals, what works best for your organization. Remember to choose the format that you will not only how often the answers are to be determined, but what kind of discussion you are looking for among the respondents. Each section of the RFP is outlined below proposes some explanations and questions. Have fun!

Information about your company and your project

Introduction

The purpose of this section is to provide a brief overview of the company issuing the RFP and social media project or the desired cooperation between the company and the seller. Enter enable to keep as much information as necessary party to prepare a concrete proposal. If you feel that there are some proprietary or other information that you do not want to make public a non disclosure agreement before receiving the required information to sign. This can include the participation of suppliers, but it is often necessary to protect private information.

1. Company Description

* The history of the organization
* Your business objectives
* Your company’s history, with social media or the reasons why your company intends to start participating in Social Media

2. Project Overview

* Communication of the objectives of the project and how they are referred to company goals. Explain the nature of the relationship one you want is on projects, coordination, etc. Explain the current participation in your organization has with the channels of social media and how they relate to both your organization and the presence of primary campaigns Link
* Describe the social media channels that you want to promote the campaign, unless you’re looking for suggestions that the use, then please understand that for Sellers
* Explain how the project fits into your overall marketing strategy (online and offline) and whether it involved a different provider in other aspects of your advertising and marketing
* Describe the measurable results that you want to see
* Explain hours of work – it is a temporary campaign or a marketing platform to be organized?

3. Overview of target groups and stakeholders

* List of public primary company, Demographics, psychographics, etc.
* List of primary information needs of the public each group
* Determine whether a market or audience research is required in the implementation of the campaign

4. Overview of the reaction

* Clearly and unequivocally the type of response you’re looking for:
* If you are looking for a theoretical approach, or an explanation of the process provider, as they create for your campaign. Several times a theoretical approach is not the best approach for an RFP process, because the seller will be made of several pieces of information that their ability could affect provide a specific solution. We recommend looking for more general answers, and work under consideration of the effectiveness of the difficult past client

Guidelines for the preparation of proposals

* For all qualified providers same conditions, it is important to develop an easy to follow the schedule for both if your offer is issued, when and to whom questions are allowed, and when and in what format requires answers
* Enter the date the RFP was issued (month, day, year). If your DP is publicly traded, it will help those who tender to Google and other methods to find relevant Request for Proposals
* An optional requirement is clear that all interested suppliers to submit their intention to submit a proposal to register a particular time – usually within 1-2 weeks after the RFP issue. This is a great way to increase the number of potential suppliers, if you expect to meet a large amount of proposals and would prefer to receive a lesser amount limit
* We recommend that a question period that ends at least a week before the proposal is comprehensive. It’s up to you whether to allow questions by e-mail, telephone conference or individual calls. We recommend that all questions (and answers) to share with any interested party to keep things as equal as possible. Enter more demanding format phone, email, and that these issues should be addressed. We recommend to be finding a single person in your organization to stop. Remember, your vacation schedules, etc. are not to disrupt this process and if there is another reason why the main point of contact will be required to leave the city during the process, provide a secondary point of contact
* The responses of the transmitter at 20XX in the following formats to be sent (if copied electronic submissions, paper or both, must either by e-mail, mail or hand delivery)
* Is based on responses to the RFP document is a short list of potential suppliers are selected and this group is invited to demonstrations of their skills and vision of the project are discussed. These meetings will be supplemented by XX, 20XX
* The assignment of specific suppliers XX, 20XX
* Working with 20XX and last until the start (if applicable)

Questions of the seller and the qualifications

What follows is a series of questions, if any, we encourage you to submit proposals suppliers. Some may not apply, but it’s a good idea, as much of an idea of the approach of the seller and the philosophy of social media as possible. Compare the answers to both, and research and reading have you done to ensure that the seller is with the latest trends and best practices.

COMPANY

Company name * and the name of the parent
Investments *
* Years of Service
* Mailing address (head office)
* Other Office Location (s)
* Main Phone
Fax Number *
* Website and blog URL
* Main contact person (name, title, phone and e-mail)
* The total number of employees
* Number of employees by companies whose primary function is social media
identified * The list of current clients with those in the social media dedicated work
* Percentage of total income is Social Media Logo
* Three references to social media, including work, company name, customer name, main contact details and brief explanation of the services provided
* All possible conflicts with the supplier base and existing customers in this RFP
* Senior Social Media staff bios and links to social media profiles, if applicable
* Please provide a complete list of the relevant social media platform and technology partners
* References from clients currently engaged in social media work with the seller

Capacity and experience

* List of social media and online marketing skills
* Do you have proprietary tools or products related to social media?
* Please indicate any experience you have with the paid inclusion, and / or earned media
* Is there a specific industry or type of specialized work in your company?
* Please list primary and links to social media channels of communication for your business (iecompany blog, Twitter account, a Facebook group, blogs of directors, etc. written)

Social Media Marketing Strategy

* Please describe your process social media strategy
* What interests you typically include in a strategy of engagement?
* Describe the final product is a commitment strategy
* What is your approach to managing risk in social media?
* How existing applications, websites, micro sites and programs to integrate them into your newsletter entire social media?
* How can you ensure compliance with the statutory requirements of the customer?
* Please describe your approach to integration in the customer marketing, customer service and corporate communications services. Please provide an example of your work in this area
* How do you approach an adaptation of the traditional brand in a two-way dialogue?
* Please provide a case study of your strategy that culminated obtained on an initiative of social media and business results

Reputation Management & Social Media Monitoring

* What is your brand’s reputation of process control (ie, proprietary tools used, methodology, etc.)?
* What is your opinion of automated sentiment analysis?
* What technology do you use to help monitor online?
* How long (on average) between a potential problem has to be booked online and reported to the client?
* What is the volume of citations that your organization operated in the past (eg 2500 refers to a week)?
* What your quality assurance is to ensure that large amounts of data collected in the screening process will be dealt effectively and be representative of the global conversation online?
* Please indicate your method of crisis management online
* What services do you offer in support of crisis management online?
* Please describe the nature of your crisis team, including BIOS and relevant experience
* How would you mention that require immediate answers and who does not?
* Please describe your overall approach to answer the procurement and Comments
* Please provide a case study of your work for the implementation of online reputation management and crisis management, including the results and lessons
* Please attach a sample of your report format for monitoring and / or a link to appropriate dashboards (data must be removed)

MEASURES, measuring and reporting

* Which method you use to measure the success of your social media programs for clients?
* Please give specific examples based on previous work
* Have you developed indicators of property? How did you apply to these customers?
* How did you return on investment (ROI) defined from a social point of view media in the past?
* How to take data points from different social media channels and tools to measure and combine to give an objective / global?
* What is your approach to Analytics Server and analysis for the measures of the program?
* Do you have the possibility to measure the cost per lead or cost per acquisition? ‘ve done Please give an example of a project you
* What platforms are not able to accurately measure, can only offer a limited steps?
* Please provide an example of a measure or document the final report (data must be removed)
* What percentage of the budget do you recommend be spent on metrics and measurement?

CUSTOMER TRAINING

* Provide social media training services for customers? If so, what formats are there?
* What are the internal processes you have put in place to ensure that your staff kept up to date on news and social media best practices?
* How to measure and assess the progress and effectiveness of training?
* How would you recommend that customers stay up to date on the latest social media and best practices?

Online media and other digital channels

* What are your design, creative and management capacities of the community?
* What percentage of your staff is dedicated to the development and use of social media solutions in terms of management and consulting?
* Please describe your experience with the following platforms and tactics:

- Or YouTube video-sharing sites
- Blogs, podcasts, vodcasts, forums
- Content Management System (CMS)
- Customer Relationship Management (CRM)
- E-mail Marketing
- Search Engine Optimization (SEO) and search engine marketing (SEM)
- Facebook pages, applications, API integration
- The development of mobile applications
- Twitter
- New sharing sites (eg Digg, Reddit, etc.)
- Virtual Worlds and Augmented Reality
- Photo-sharing (eg Flickr) and other content-sharing sites (ie, Scribd, Slideshare, Delicious, etc.)
- Press Releases Social Media (SMPR)
- Crowd Sourcing and Wikis
- The real world events organized by social networks (eg Tweetups)
- Evaluation / Customer Service sites (ie Yelp Epinions, etc.)

Please give examples of work on the development of the social media channel in the last two years completed

Communities and influencers (PR social)

* What is your method for identifying influential individuals in different social media channels?
* How to determine and define “influence?”
* What is your educational process to deal with identified influencers is to communicate online?
* What tools and approaches that you use to influence management of the relationship? (Part Three, owners, etc.)
* How did you influence the awareness of traditional communication and / or marketing campaigns?
* How are you sowing conversations between different groups of stakeholders?
* What is your exit strategy with influential once the initiative is completed?
* How can you guarantee the authenticity and transparency in the conduct of lobbying on behalf of a customer?
* Please provide a case study of a community awareness project online

CLIENT and Project Management

* What is a typical customer engagement with your company structured?
* How to structure takes into account your team?
* Please describe your communication structure. If your personal account is separate from your personal project management, please detail how these teams work together
* If you are selected to provide social media are assigned to be (your name, title and brief biographical notes) for our business
* What percentage of management participation in your projects structured? What role do they play?
* What are your plans cost? With an hourly rate? Joint agency assessment? In the first case, please provide a price list
* What is the change management practices your agency employ?
* What kind of reports will be delivered to the customer to communicate project milestones and general health of the project?
* What is the frequency of these reports?
* What is your process of gathering business requirements?

Writing a Request for Proposal (RFP) is a good first step if you work online marketing and social media, because it requires planning and thoughtful to specify an effective, integrated campaign. A well-designed, the quality of the PD for a successful business because it helps you to focus your goals and exactly how to achieve them.