A couple of yr in the past, I wrote an article with tips on writing an internet site design and growth Request for Proposal (RFP), which obtained a terrific response. Now I believe it is excessive time to do the identical factor for these wishing to have interaction an company for Social Media Advertising and marketing and different On-line Advertising and marketing and Promoting session and implementation.

Under are my ideas of put together an RFP for social media tasks, retainers and campaigns. I additionally counsel doing analysis on-line and viewing different Request for Proposals to see what works greatest on your group. Needless to say no matter format you select will decide not solely how lengthy the responses are, but additionally what kind of focus you’re searching for from the respondents. Every part of the RFP is printed beneath, together with some rationalization and prompt questions. Have enjoyable!

Details about your group and mission


The aim of this part is to present a short overview of the corporate issuing the RFP and the social media mission or desired work relationship between the corporate and the seller. Present as a lot data as you’re feeling is critical to permit distributors to organize an correct proposal. For those who really feel that there’s sure proprietary or different data that you don’t want to make public, require a Non Disclosure Settlement be signed earlier than receiving that data. This will likely restrict the participation of distributors, however it’s oftentimes mandatory to guard personal data.

1. Firm Overview

  • Organizational historical past
  • What you are promoting goals
  • Your organization’s historical past utilizing social media or explanation why your group intends to start to take part in social media

2. Overview of Undertaking

  • State the mission goals and the way they relate to the enterprise goals said above. Clarify the kind of vendor relationship desired i.e. Undertaking-based, Company of Report, and so forth. Clarify the present involvement your group has with social media channels and the way they relate to each your group’s major presence and any associated campaigns
  • Clarify the social media channels you would like the marketing campaign to contain, until you’re searching for ideas of which to make use of, then please specify that to the distributors
  • Clarify how the mission matches into your total advertising technique (on-line and offline) and if there may be one other vendor concerned in different elements of your Promoting and Advertising and marketing initiatives
  • Clarify the measurable outcomes you wish to see
  • Clarify the period of the work – is it a short lived marketing campaign, or an ongoing organizational advertising platform?

3. Overview of Audiences and Stakeholders

  • Checklist major audiences for the corporate, i.e. demographics, psychographics, and so forth
  • Checklist major data wants of every viewers group
  • Establish if any market or viewers analysis can be mandatory within the execution of the marketing campaign

4. Overview of Response

  • Make it clear the kind of response you’re searching for:
  • Are you searching for a hypothetical method, or an evidence of the seller’s means of how they are going to come to create your marketing campaign. Many occasions a hypothetical method just isn’t the easiest way to method an RFP course of just because a vendor can be lacking a number of key items of knowledge that may negatively have an effect on their capability to suggest a particular resolution. We advise searching for extra common responses and weighing the effectiveness of previous consumer work closely

Tips for Proposal Preparation

  • So as to give all certified distributors a degree enjoying area, it is essential to arrange a simple to comply with schedule for each when your RFP is issued, when and to whom questions are allowed, and when and in what format responses are required
  • Specify the date the RFP was issued (Month, Day, 12 months). In case your RFP is publicly listed, it’ll assist these looking for RFPs on Google or by different strategies to search out related Request for Proposals
  • An optionally available requirement is to specify that every one distributors register their intent to submit a proposal by a sure date – normally inside 1-2 weeks of the RFP situation. It is a good method to restrict the potential variety of distributors who reply when you anticipate a big quantity of proposals and would relatively obtain a smaller quantity
  • We advocate permitting a query and reply interval that ends a minimum of 1 week earlier than the proposal is due. It’s as much as you whether or not to permit questions by electronic mail, convention name or particular person cellphone calls. We do advocate that you simply share all of the questions (and solutions) with all distributors as a way to preserve issues as equal as attainable. All the time specify which format -phone name, electronic mail, and to whom these questions ought to be addressed. We advocate figuring out a single particular person in your group to be the purpose of contact. Simply make certain trip schedules, and so forth do not intervene with this course of, and if there may be every other purpose why the first level of contact may should be out of city in the course of the course of, specify a secondary level of contact
  • Responses from issuer to be despatched by 20XX within the following codecs (specify whether or not digital submissions, onerous copies or each have to be both emailed, mailed or hand-delivered)
  • On the idea of the replies to the RFP doc, a brief checklist of potential distributors can be chosen and this group can be requested to current demonstrations of their capabilities and imaginative and prescient for the mission. These conferences can be accomplished by XXth, 20XX
  • Awarding of the contract to chose Vendor by XXth, 20XX
  • Work to start by 20XX and to final till (if relevant)

Vendor Questions and {Qualifications}

The next is a collection of questions that, if relevant, we advise you ask the distributors submitting proposals. Some could not apply, however it’s a nice thought to get as a lot of an thought of the seller’s method and philosophy on social media as attainable. Examine the responses each amongst one another, and to the analysis and studying that you’ve got achieved to make it possible for the seller is updated with the newest considering and greatest practices.


  • Firm title and guardian firm title
  • Possession construction
  • Years in operation
  • Mailing tackle (headquarters)
  • Different workplace location(s)
  • Major cellphone
  • Fax quantity
  • Web site and weblog URL
  • Major level of contact (title, title, cellphone and electronic mail tackle)
  • Complete variety of staff
  • Variety of vendor staff whose major operate is social media
  • Present consumer checklist with these engaged in social media work recognized
  • Share of whole income that’s social-media associated
  • Three references for social media work together with; firm title, major consumer title, contact particulars and transient rationalization of providers supplied
  • Any potential conflicts with present vendor consumer base and this RFP
  • Senior social media workers bios and hyperlinks to social media profiles the place relevant
  • Please present a whole checklist of related social media platform and know-how companions
  • References from shoppers at present engaged in social media work with the seller


  • Checklist all social media and on-line advertising capabilities
  • Do you could have any proprietary instruments or merchandise associated to social media?
  • Please checklist any expertise you could have with integrating social, paid and/or earned media
  • Is there a particular business or kind of labor your agency focuses on?
  • Please checklist and supply hyperlinks to major social media communication channels on your firm (i.e.firm weblog,Twitter account, Fb group, blogs authored by principals, and so forth.)


  • Please define your social media technique course of
  • Which stakeholder teams do you usually embody in a technique engagement?
  • Describe the ultimate deliverable of a technique engagement
  • What’s your method to danger administration in social media?
  • How do you incorporate present functions, web sites, microsites and publication packages into your total social media technique?
  • How do you guarantee compliance with consumer authorized necessities?
  • Please describe your method to integrating throughout consumer advertising, customer support and company communications departments. Please present an instance of your work on this space
  • How do you method adapting a conventional model right into a two-way dialogue?
  • Please present a case examine of your technique work that resulted in a social media initiative and the enterprise outcomes achieved


  • What’s your model/repute monitoring course of (i.e. proprietary instruments used, methodology, and so forth)?
  • What’s your opinion on automated sentiment evaluation?
  • What know-how do you employ to help in on-line monitoring?
  • How lengthy (on common) between a possible situation being posted on-line and being flagged to the consumer?
  • What quantity of mentions has your group dealt with up to now (e.g. 2,500 mentions per week)?
  • What’s your high quality assurance course of to make sure that the big volumes of knowledge gathered within the monitoring course of are dealt with effectively and consultant of the general on-line dialog?
  • Please element your methodology for dealing with on-line crises
  • What providers do you present in assist of on-line disaster administration?
  • Please describe the construction of your disaster administration crew, together with bios and related expertise
  • How do you assess which mentions require quick responses and which don’t?
  • Please define your common method to sourcing and responding to feedback
  • Please present a case examine detailing your work for the needs of managing repute or on-line disaster administration, together with outcomes and classes realized
  • Please embody a pattern of your monitoring report format and/or a hyperlink to acceptable dashboards (specifics ought to be eliminated)


  • What methodology do you employ for measuring the success of your social media packages for shoppers?
  • Please present particular examples primarily based on previous work
  • Have you ever developed any proprietary metrics? How have you ever utilized these for shoppers?
  • How have you ever outlined Return on Funding (ROI) from a social media perspective up to now?
  • How do you are taking information factors generated from numerous social media channels and measurement instruments and mix to present an goal/complete view?
  • What’s your method to server analytics and group analytics for program measurement?
  • Do you could have the potential to measure price per lead or price per acquisition? Please present an instance of a mission on which you could have achieved so
  • What platforms are you unable to measure precisely, or in a position to present solely restricted measurements from?
  • Please present a pattern of a measurement doc or ultimate report (specifics ought to be eliminated)
  • What share of the finances do you advocate be devoted to metrics and measurement?


  • Do you provide social media coaching providers for shoppers? If sure, what codecs are they accessible in?
  • What inside processes do you could have in place to make sure that your workers is stored present on social media improvements and greatest practices?
  • How do you measure progress and consider coaching effectiveness?
  • How do you advocate that shoppers preserve updated on the newest social media improvements and greatest practices?


  • What are your design, inventive and group administration capabilities?
  • What share of your workers is devoted to constructing and deploying social media options versus administration and consulting?
  • Please describe your expertise with the next platforms and ways:

– YouTube or comparable video sharing websites

– Blogs, Podcasts, Vodcasts, Boards

– Content material Administration System (CMS)

– Buyer Relationship Administration (CRM)

– E-mail Advertising and marketing

Search Engine Optimization (search engine optimization) and Search Engine Advertising and marketing(SEM)

– Fb Pages, Apps, API integration

– Cell utility growth

– Twitter

– Information sharing websites (i.e. Digg, Reddit, and so forth.)

– Digital Worlds and Augmented actuality

– Picture sharing (i.e. Flickr) and different content material sharing websites (i.e. Scribd, Slideshare, Scrumptious, and so forth.)

– Social Media press releases(SMPRs)

– Crowdsourcing or Wikis

– Actual world occasions organized by way of social media (e.g. Tweetups)

– Scores/Customer support websites (i.e. Yelp, ePinions, and so forth.)

Please present examples of social media channel growth work accomplished throughout the final two years


  • What’s your course of for figuring out influencers inside numerous social media channels?
  • How do you establish and outline «affect?»
  • What’s your outreach course of for speaking with recognized on-line influencers?
  • What instruments and approaches do you employ for Influencer Relationship Administration? (Third-party, proprietary,and so forth.)
  • How have you ever built-in Influencer Outreach with conventional communications and/or advertising campaigns?
  • How do you method seeding conversations inside stakeholder teams?
  • What’s your exit technique with influencers as soon as the initiative is accomplished?
  • How do you guarantee authenticity and transparency when conducting outreach on behalf of a consumer?
  • Please present a case examine of a web based group outreach mission


  • How is a typical consumer engagement along with your agency structured?
  • How do you construction your account groups?
  • Please define your inside communication construction. In case your account workers is separate out of your mission administration workers, please element how these groups work collectively
  • In case you are chosen to offer social media providers, who can be assigned to our enterprise (please present names, titles and brief biographical notes)
  • What share of senior workers involvement is structured in to your tasks? What position do they play?
  • How are your tasks priced? Utilizing an hourly charge? Blended company charge? If the previous, please present a charge card
  • What change administration practices does your company make use of?
  • What studies can be supplied to the consumer as a way to talk mission milestones and total mission well being?
  • What’s the frequency of those studies?
  • What’s your course of for gathering enterprise necessities?

Writing a Request for Proposal (RFP) is an efficient first step when contemplating On-line Advertising and marketing and Social Media work because it takes considerate planning to specify and assemble an efficient, built-in marketing campaign. A nicely thought-out, high quality RFP is important to a profitable endeavor as a result of it lets you focus in your targets and precisely obtain them.

Emmake by Transformación Digital