#SMRFP

@verizon facebook.com/VerizonFIOS www.verizon.com

@createdigital @kendallmorris facebook.com/createdigital www.createdigital.com

WWW.CREATED IG ITAL .COM

• 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

WWW.CREATED IG ITAL .COM

Select the appropriate objectives social media can support

•  What are your core business objectives

•  What problem are you solving for

•  What have been the greatest pain points to date

•  Identify core business objectives

•  Identify key marketing initiatives

WWW.CREATED IG ITAL .COM

Agree to the same objectives and resources

Questions to ask the brand • Business needs • User needs • Personnel resources • Original content assets • Internal stakeholders

Details to share with agencies • Internal Resources • External Resources • Metrics • Governance

WWW.CREATED IG ITAL .COM

Clear expectations allow both sides to work to a unified goal

•  Manage resources against the RFP response

•  Focus on demonstrating process •  Focus on presentation as it

reflects capabilities

•  Lay out a clear timeline of due dates: ‣ 1st response due ‣ Finalists notified ‣ Sample project assigned ‣ Agency presentations ‣ Agency selection made, finalists notified

WWW.CREATED IG ITAL .COM

Make sure you are speaking the same language

•  Understand organization structure

•  Discuss process preferences •  Assign accountability •  Establish work plan outside of

contractual obligations

•  Outline your marketing goals

•  Prioritize your goals •  Share dependencies within

your organization •  Define best practices for

working relationship

WWW.CREATED IG ITAL .COM

Show scalable solutions to win internal buy-in

•  Share budget range •  Establish a number that is

beneficial to both parties •  Plan ahead with phased

approach and percentages •  Highlight internal groups that

can share cost/benefit of social

•  Defined marketing budget, undefined budget for social

•  Winning ideas sometimes force reallocation of budget

•  Tangible things are often easier to buy

WWW.CREATED IG ITAL .COM

Share the key factors of evaluation to provide the clearest opportunities for success

•  Understand evaluation process •  Ensure KPI’s include long term

success metrics

•  Create a rubric to score RFP’s •  Select your evaluation team •  Require that finalists

demonstrate capabilities

WWW.CREATED IG ITAL .COM

#SMRFP

@verizon facebook.com/VerizonFIOS www.verizon.com

@createdigital @kendallmorris facebook.com/createdigital www.createdigital.com

#SMRFP

Download the presentation worksheet here:

http://j.mp/create_sxsw