About a 12 months ago, I wrote an short article with guidelines on producing a web-site style and design and enhancement Request for Proposal (RFP), which gained a excellent response. Now I believe it really is high time to do the same issue for those people wishing to interact an agency for Social Media Promoting and other On the web Advertising and marketing and Advertising and marketing session and implementation.

Underneath are my strategies of how to prepare an RFP for social media initiatives, retainers and strategies. I also suggest accomplishing investigate on line and viewing other Request for Proposals to see what is effective greatest for your firm. Continue to keep in intellect that what ever structure you choose will establish not only how very long the responses are, but also what style of aim you are on the lookout for from the respondents. Every single part of the RFP is outlined down below, along with some explanation and suggested inquiries. Have enjoyable!

Facts about your corporation and undertaking


The objective of this part is to give a short overview of the enterprise issuing the RFP and the social media project or wished-for work partnership among the business and the vendor. Provide as a lot information and facts as you sense is important to permit distributors to put together an exact proposal. If you feel that there is selected proprietary or other facts that you do not desire to make public, need a Non Disclosure Agreement be signed right before receiving that details. This might restrict the participation of sellers, but it is frequently vital to protect non-public facts.

1. Enterprise Overview

  • Organizational heritage
  • Your organization aims
  • Your company’s heritage utilizing social media or explanations why your business intends to get started to participate in social media

2. Overview of Job

  • State the challenge goals and how they relate to the organization objectives mentioned earlier mentioned. Reveal the sort of vendor partnership sought after i.e. Venture-based, Agency of Record, etc. Make clear the present-day involvement your group has with social media channels and how they relate to the two your organization’s main presence and any connected strategies
  • Demonstrate the social media channels you desire the campaign to involve, unless you are wanting for ideas of which to use, then remember to specify that to the vendors
  • Explain how the undertaking matches into your all round internet marketing strategy (on the net and offline) and if there is another vendor concerned in other aspects of your Promoting and Marketing and advertising initiatives
  • Make clear the measurable results you would like to see
  • Clarify the length of the do the job – is it a temporary marketing campaign, or an ongoing organizational marketing and advertising system?

3. Overview of Audiences and Stakeholders

  • Record most important audiences for the corporation, i.e. demographics, psychographics, etcetera
  • List key data requirements of every single viewers team
  • Determine if any marketplace or audience exploration will be needed in the execution of the campaign

4. Overview of Response

  • Make it clear the type of response you are searching for:
  • Are you hunting for a hypothetical strategy, or an explanation of the vendor’s procedure of how they will come to create your marketing campaign. Lots of moments a hypothetical strategy is not the best way to solution an RFP course of action merely due to the fact a vendor will be lacking several key pieces of data that could possibly negatively have an impact on their potential to suggest a unique alternative. We advise hunting for additional normal responses and weighing the success of past customer do the job seriously

Rules for Proposal Planning

  • In buy to give all skilled vendors a amount enjoying field, it is really important to established up an quick to follow program for equally when your RFP is issued, when and to whom concerns are permitted, and when and in what format responses are needed
  • Specify the day the RFP was issued (Thirty day period, Day, Year). If your RFP is publicly detailed, it will support individuals searching for RFPs on Google or by other solutions to discover appropriate Ask for for Proposals
  • An optional requirement is to specify that all intrigued distributors register their intent to post a proposal by a certain date – normally in 1-2 weeks of the RFP challenge. This is a very good way to limit the probable amount of distributors who reply if you anticipate a huge volume of proposals and would alternatively receive a lesser sum
  • We advocate allowing a dilemma and solution time period that finishes at the very least 1 week just before the proposal is thanks. It is up to you irrespective of whether to allow for issues by email, convention contact or personal phone phone calls. We do advise that you share all the queries (and responses) with all interested distributors in buy to hold factors as equal as possible. Normally specify which format -cellphone contact, electronic mail, and to whom these issues should really be resolved. We advocate determining a single human being in your corporation to be the level of get in touch with. Just make certain holiday vacation schedules, and many others do not interfere with this approach, and if there is any other purpose why the primary position of call may well want to be out of town for the duration of the course of action, specify a secondary level of call
  • Responses from issuer to be despatched by 20XX in the adhering to formats (specify whether or not digital submissions, really hard copies or both of those must be either emailed, mailed or hand-sent)
  • On the basis of the replies to the RFP doc, a short list of possible suppliers will be selected and this group will be questioned to existing demonstrations of their capabilities and eyesight for the project. These conferences will be completed by XXth, 20XX
  • Awarding of the deal to picked Vendor by XXth, 20XX
  • Function to start by 20XX and to final until eventually (if relevant)

Vendor Questions and Qualifications

The subsequent is a series of queries that, if relevant, we recommend you question the vendors publishing proposals. Some may possibly not utilize, but it is a fantastic plan to get as significantly of an thought of the vendor’s strategy and philosophy on social media as possible. Compare the responses both among every other, and to the analysis and studying that you have finished to make confident that the seller is up to day with the newest imagining and very best techniques.

Organization Particulars

  • Corporation name and parent enterprise identify
  • Ownership construction
  • Years in procedure
  • Mailing handle (headquarters)
  • Other office environment area(s)
  • Most important cellular phone
  • Fax number
  • Web-site and blog site URL
  • Most important point of call (identify, title, telephone and e-mail deal with)
  • Overall quantity of staff
  • Quantity of seller staff whose major functionality is social media
  • Current shopper record with these engaged in social media function identified
  • Percentage of full revenue that is social-media connected
  • Three references for social media function which includes corporation title, principal client name, make contact with aspects and transient explanation of expert services furnished
  • Any probable conflicts with current vendor consumer base and this RFP
  • Senior social media workers bios and one-way links to social media profiles where applicable
  • Make sure you offer a total record of related social media platform and technological innovation associates
  • References from customers presently engaged in social media work with the vendor

Capabilities & Working experience

  • Listing all social media and on the web internet marketing abilities
  • Do you have any proprietary applications or solutions connected to social media?
  • Remember to list any experience you have with integrating social, paid and/or gained media
  • Is there a unique field or type of perform your business specializes in?
  • Please checklist and provide back links to primary social media conversation channels for your enterprise (i.e.firm weblog,Twitter account, Facebook group, weblogs authored by principals, etc.)

SOCIAL MEDIA Promoting Approach

  • Make sure you outline your social media method process
  • Which stakeholder teams do you typically involve in a system engagement?
  • Explain the ultimate deliverable of a approach engagement
  • What is your technique to risk administration in social media?
  • How do you include current programs, internet websites, microsites and e-newsletter courses into your general social media system?
  • How do you guarantee compliance with consumer lawful necessities?
  • Please explain your technique to integrating throughout consumer promoting, client assistance and company communications departments. You should deliver an instance of your perform in this area
  • How do you solution adapting a regular model into a two-way dialogue?
  • Make sure you present a case research of your approach get the job done that resulted in a social media initiative and the business success reached

Name Administration & SOCIAL MEDIA Monitoring

  • What is your manufacturer/track record checking procedure (i.e. proprietary instruments used, methodology, etc)?
  • What is your view on automated sentiment analysis?
  • What engineering do you use to guide in online monitoring?
  • How long (on regular) concerning a prospective challenge getting posted on the internet and being flagged to the client?
  • What quantity of mentions has your firm taken care of in the past (e.g. 2,500 mentions per week)?
  • What is your excellent assurance process to guarantee that the big volumes of details collected in the monitoring approach are taken care of proficiently and agent of the over-all on the net discussion?
  • You should depth your methodology for managing online crises
  • What providers do you offer in guidance of on the net disaster administration?
  • Make sure you explain the framework of your disaster administration staff, such as bios and related practical experience
  • How do you evaluate which mentions require immediate responses and which do not?
  • Remember to define your common approach to sourcing and responding to comments
  • Please deliver a situation study detailing your operate for the uses of running popularity or on the web crisis management, together with results and classes discovered
  • Make sure you include a sample of your monitoring report structure and/or a backlink to suitable dashboards (specifics should be eradicated)


  • What methodology do you use for measuring the achievement of your social media programs for customers?
  • You should give precise examples based on earlier work
  • Have you produced any proprietary metrics? How have you utilized these for clients?
  • How have you outlined Return on Investment (ROI) from a social media standpoint in the earlier?
  • How do you choose data factors created from different social media channels and measurement resources and incorporate to give an goal/comprehensive see?
  • What is your approach to server analytics and local community analytics for program measurement?
  • Do you have the capacity to evaluate price tag per guide or cost for every acquisition? Be sure to supply an example of a job on which you have done so
  • What platforms are you unable to measure properly, or in a position to give only constrained measurements from?
  • You should offer a sample of a measurement document or ultimate report (specifics should really be taken off)
  • What share of the spending budget do you endorse be focused to metrics and measurement?

Client Schooling & Schooling

  • Do you give social media coaching expert services for clientele? If certainly, what formats are they accessible in?
  • What inside processes do you have in place to guarantee that your employees is saved existing on social media innovations and ideal tactics?
  • How do you evaluate progress and examine training efficiency?
  • How do you recommend that customers retain up to day on the latest social media innovations and very best techniques?


  • What are your design, imaginative and group management capabilities?
  • What proportion of your employees is dedicated to developing and deploying social media options versus administration and consulting?
  • Remember to describe your knowledge with the pursuing platforms and strategies:

– YouTube or similar video sharing internet sites
– Weblogs, Podcasts, Vodcasts, Discussion boards
– Content material Management Method (CMS)
– Purchaser Connection Administration (CRM)
– E-mail Advertising
– Search Engine Optimization (Search engine optimisation) and Look for Engine Marketing and advertising(SEM)
– Fb Webpages, Applications, API integration
– Mobile application advancement
– Twitter
– Information sharing internet sites (i.e. Digg, Reddit, and many others.)
– Digital Worlds and Augmented reality
– Photograph sharing (i.e. Flickr) and other articles sharing sites (i.e. Scribd, Slideshare, Tasty, etcetera.)
– Social Media push releases(SMPRs)
– Crowdsourcing or Wikis
– Real planet gatherings structured by using social media (e.g. Tweetups)
– Ratings/Client provider sites (i.e. Yelp, ePinions, and many others.)

Remember to present illustrations of social media channel development work concluded inside of the last two years


  • What is your approach for figuring out influencers within a variety of social media channels?
  • How do you figure out and define “influence?”
  • What is your outreach procedure for communicating with recognized on the web influencers?
  • What applications and ways do you use for Influencer Relationship Management? (Third-celebration, proprietary,etcetera.)
  • How have you built-in Influencer Outreach with conventional communications and/or marketing and advertising campaigns?
  • How do you tactic seeding discussions within just stakeholder teams?
  • What is your exit approach with influencers once the initiative is finished?
  • How do you make sure authenticity and transparency when conducting outreach on behalf of a client?
  • You should offer a scenario review of an on-line community outreach task

Consumer Services & Task Management

  • How is a typical customer engagement with your firm structured?
  • How do you framework your account teams?
  • Please outline your internal communication composition. If your account staff members is independent from your task management staff members, please detail how these groups perform with each other
  • If you are chosen to supply social media providers, who will be assigned to our business (remember to provide names, titles and shorter biographical notes)
  • What percentage of senior staff members involvement is structured in to your assignments? What function do they enjoy?
  • How are your projects priced? Using an hourly amount? Blended agency level? If the previous, you should deliver a amount card
  • What adjust administration tactics does your company employ?
  • What stories will be presented to the shopper in purchase to connect project milestones and all round undertaking well being?
  • What is the frequency of these stories?
  • What is your course of action for gathering organization necessities?

Crafting a Request for Proposal (RFP) is a great to start with stage when thinking of On-line Promoting and Social Media get the job done as it normally takes thoughtful organizing to specify and construct an productive, built-in marketing campaign. A very well believed-out, excellent RFP is important to a thriving endeavor due to the fact it helps you to target on your targets and exactly how to reach them.

Resource by Greg Kihlstrom

- A word from our sposor -


Tips on Writing an Effective Social Media Marketing Request For Proposal (RFP)