The agency, Create Digital (http://createdigital.com), and brand, Verizon (http://verizon.com) perspectives on 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

6. W W W. C R E AT E D I G I TA L . C O M

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

8. W W W. C R E AT E D I G I TA L . C O M

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

10. W W W. C R E AT E D I G I TA L . C O M

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

12. W W W. C R E AT E D I G I TA L . C O M

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

14. W W W. C R E AT E D I G I TA L . C O M

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