Tips on Writing an Effective Social Media Marketing Request For Proposal (RFP)
Sunday, May 29, 2011 at 7:09PM
Unicatis Marketing

About a year ago, I wrote an article with guidelines on writing a website design and development Request for Proposal (RFP), which received a great response. Now I think it’s high time to do the same thing for those wishing to engage an agency for Social Media Marketing and other Online Marketing and Advertising consultation and implementation.

Below are my suggestions of how to prepare an RFP for social media projects, retainers and campaigns. I also suggest doing research online and viewing other Request for Proposals to see what works best for your organization. Keep in mind that whatever format you choose will determine not only how long the responses are, but also what type of focus you are looking for from the respondents. Each section of the RFP is outlined below, along with some explanation and suggested questions. Have fun!

Information about your organization and project

Introduction

The purpose of this section is to give a brief overview of the company issuing the RFP and the social media project or desired work relationship between the company and the vendor. Provide as much information as you feel is necessary to allow vendors to prepare an accurate proposal. If you feel that there is certain proprietary or other information that you do not wish to make public, require a Non Disclosure Agreement be signed before receiving that information. This may limit the participation of vendors, but it is oftentimes necessary to protect private information.

1. Company Overview

2. Overview of Project

3. Overview of Audiences and Stakeholders

4. Overview of Response

Guidelines for Proposal Preparation

Vendor Questions and Qualifications

The following is a series of questions that, if applicable, we suggest you ask the vendors submitting proposals. Some may not apply, but it is a great idea to get as much of an idea of the vendor’s approach and philosophy on social media as possible. Compare the responses both among each other, and to the research and reading that you have done to make sure that the vendor is up to date with the latest thinking and best practices.

COMPANY DETAILS

CAPABILITIES & EXPERIENCE

SOCIAL MEDIA MARKETING STRATEGY

REPUTATION MANAGEMENT & SOCIAL MEDIA MONITORING

METRICS, MEASUREMENT & REPORTING

CLIENT EDUCATION & TRAINING

SOCIAL MEDIA AND OTHER DIGITAL CHANNELS

- YouTube or similar 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, Apps, API integration
- Mobile application development
- Twitter
- News sharing sites (i.e. Digg, Reddit, etc.)
- Virtual Worlds and Augmented reality
- Photo sharing (i.e. Flickr) and other content sharing sites (i.e. Scribd, Slideshare, Delicious, etc.)
- Social Media press releases(SMPRs)
- Crowdsourcing or Wikis
- Real world events organized via social media (e.g. Tweetups)
- Ratings/Customer service sites (i.e. Yelp, ePinions, etc.)

Please provide examples of social media channel development work completed within the last two years

COMMUNITY AND INFLUENCER OUTREACH (SOCIAL PR)

CLIENT SERVICES & PROJECT MANAGEMENT

Writing a Request for Proposal (RFP) is a good first step when considering Online Marketing and Social Media work as it takes thoughtful planning to specify and construct an effective, integrated campaign. A well thought-out, quality RFP is essential to a successful endeavor because it helps you to focus on your goals and exactly how to achieve them.

Greg Kihlstrom is the Chief Creative Officer at Carousel30 Interactive in Washington DC, an award-winning digital agency offering online advertising and marketing services as well as interactive design and development for social media, websites and mobile applications.

Author: Greg Kihlstrom
Article Source: EzineArticles.com

Article originally appeared on Unicatis (http://unicatis.com/).
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