Invitation to tender for social media monitoring agencies

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1 Invitation to tender for social media monitoring agencies January

2 1. Introduction Media Trust and Community Channel s flagship campaign, funded by the Big Lottery Fund, sets out to celebrate all that is brilliant about the incredible, diverse and talented people who make England, Scotland, Wales and Northern Ireland a better place for us all. Media Trust is seeking an experienced agency that can collect and analyse relevant social media data and provide guidance on best practice around social media monitoring, ultimately to contribute to the evaluation of Do Something Brilliant; Community Channel s campaign to inspire positive social action. We require: Social listening reach, engagement and sentiment; Identifying influencers; Benchmarking; Segmentation. 2. Background Media Trust believes in the power of media to change lives. We work with the media industry to empower charities and communities to have a voice and be heard. we empower charities and communities to better tell their story, have a voice and be heard. we empower communities their skills and confidence to engage in more positive activities. we enable media companies, their staff and freelancers to increase their engagement with charities and communities thereby making a greater contribution to society. This is achieved by: harnessing creative industry talent; providing communications skills and resources; helping access audiences. Our corporate members include Aegis, AMV BBDO, BBC, Camelot, Channel 4, Daily Mail and General Trust, Discovery Networks Europe, Google, Guardian Media Group, ITV, Just :: Health PR, MTV Networks UK & Ireland, News UK, PHD Media, Sky, Time Warner, Trinity Mirror, Weber Shandwick and WPP. We own and run national television and online channel Community Channel which, offers an entertaining mix of inspiring local news, uplifting series, ground breaking films and documentaries. It reaches all TV homes in the UK, 2

3 broadcasting 24 hours a day. In 2012, it had 5.0m unique channel views with over 15m programme views across live, digital and on-demand. 3. Do #Something Brilliant - Making the UK and Northern Ireland even more brilliant Overview Do Something Brilliant, Community Channelʼs three-year flagship campaign, run in partnership with Big Lottery Fund, sets out to provide charities, community groups and Big Lottery Funded projects across the UK with a framework to raise their profile, reach new audiences and ultimately inspire positive social action. We will champion communities in England, Scotland, Wales and Northern Ireland and inspire our audiences to do #somethingbrilliant in their own lives that will make a big difference to themselves and the people around them, driving social action. The Do Something Brilliant campaign aspires to: Engage one million people; Inspire 50,000 brilliant actions; Amplify 5,000 brilliant campaigns. The campaign will be structured around four pillars: Do Something Green Do Something Together Do Something Creative Do Something Active Each of these pillars will be powered by any number of Little Brilliant Things (LBT). Each LBT will be developed considering The Centre for Social Action s definition for social action, to ensure we encourage people to create positive change in their communities. Each pillar or LBT may have a charity partner or commercial sponsor associated with it. The campaign will launch on 25th February and run until May Campaign mechanics Digital The campaign website (www.dosomethingbrilliant.co.uk) will house the four pillars, the LBTs and will drive subscribers to register for a weekly newsletter. Users will also be encouraged to record when they have completed a LBT, share an LBT and to submit a LBT of their own using the #somethingbrilliant hashtag or by . 3

4 The weekly newsletter will feature a LBT from each of the pillars and will ask subscribers to get in touch with their own suggestions using the #somethingbrilliant hashtag. Do Something Brilliant will have its own profiles on Twitter, Facebook, Pinterest and/or Tumblr. These platforms will be used to drive people to the DSB website so that they can record their actions, though they will be able to share their LBTs using the #somethingbrilliant hashtag on all of these platforms. The best LBTs shared on social media will be curated on the site. Submitted LBTs will be moderated and filtered by the pillars. Partnerships The campaign will engage a range of partners across the UK to amplify their work, give them access to a wider audience and be associated with the Do Something Brilliant campaign driving social change in communities. There will be a range of partner involvement from light engagement to much deeper more profound long term engagement (Tier 1, Tier 2, Tier 3, Tier 4). We aim to have one Tier 1 partner for each of the four pillars (e.g. Groundwork for Do Something Green). Partnerships will be further developed as the campaign progresses and effectiveness is measured against key performance indicators. TV Community Channel will produce and broadcast dedicated UK community programming including Brilliant Britain, a UK entertainment magazine show, and My Brilliant Moments, inspiring short films with local project leaders. This content will encourage the Community Channel audience to engage with Do Something Brilliant through on air announcements and in show mentions. Community Outreach Through national Community Outreach managers, we will deliver practical media training workshops throughout the UK which help people to tell their own brilliant story, the best of which may be broadcast in Brilliant Britain and My Brilliant Moments. We will provide an online resource for community media and encourage people to use Community Newswire to disseminate their story throughout their community and the UK. Change indicator requirements The project is working to achieve the following change indicators, agreed with Big Lottery Fund: 4

5 Providing Big Lottery Fund projects and communities with a unique UK platform and locally-focused opportunities to tell their stories, showcase their impact and share learning: Big Lottery Fund projects to tell stories, showcase and share learning on Community Channel and Media Trust platforms; Number of Big Lottery Fund projects showcased on Community Channel and Media Trust platforms increases; Increase in the percentage of local community content from across the UK broadcast on Community Channel s TV platform. Providing communities with a unique opportunity to experience content that champions local communities across the UK, inspires and entertains: Community members are inspired to sign up to Do Something Positive Community Channel viewers engage in new local social action opportunities Increase in viewers of Community Channel unique platforms Supporting UK communities and Big Lottery Fund projects to improve their skills and increase community cohesion through the creation of media: Number of Big Lottery Fund projects showcased on Community Channel and Media Trust platforms increases Workshop and outreach participants report an increase in skills Participants report a greater sense of community cohesion. Achieving evenness of message and delivery throughout England, Scotland, Wales and Northern Ireland whilst maintaining a distinct local flavour to the content: Dedicated workshops and outreach are delivered on the ground in each nation Two TV programme country specials are produced and broadcast Increase in Community Channel viewers is broadly proportionate to the populations in nations. 4. Approach The appointed agency will work alongside our Monitoring and Evaluation Manager and Head of Digital to ensure the approach and methodology compliments our Big Lottery Fund requirements and our established organisational monitoring and evaluation strategy. We seeking an experienced agency that can: collect and analyse relevant social media data; provide guidance on best practice around social media monitoring. This will be achieved through: Social listening reach, engagement and sentiment; 5

6 Identifying influencers; Benchmarking; Segmentation. This data will be used by a social research company to determine the social action that has been driven as a result of the campaign and the impact this has had on individual and communities. Proposals should outline the approach considered most suited to delivering the above requirements. Creative and innovative approaches are encouraged. 5. Reporting requirements We will require quarterly progress reports from April 2014 to May Suggested timetable 23rd January midday Deadline for applications 27 th January 2014 Invitation for interview for shortlisted candidates 30 th /31 st January 2014 Interviews for shortlisted candidates 31 st January 2014 Agency appointed 4 th February 2014 Inception meeting with Media Trust 10 th February 2014 Frameworks finalised and agreed April 2014 May 2016 Quarterly progress reports from social media monitoring and social research 7. Budget Between 20,000-30,000 is available for the delivery of the requirements set out in this invitation to tender and includes all expenses (inclusive of VAT). 8. Agency s specification Media Trust is looking for an agency with the following experience: Know-how on how to measure campaign efficacy based on behavioural change (not based on traditional consumer activity); Experience of implementing a social media monitoring programme based on project outcomes and advising on the best metrics to report against; Ability to work closely throughout the duration of the campaign and to provide regular data analysis and insights that will feed into the evaluation of the project overall; Experience of establishing relationships between TV and the second screen (BARB data will be made available); Understanding how to measure the impact of TV programming on audiences Selection criteria

7 Media Trust will use the following weighting criteria in the selection process: Approach (including monitoring outline): 45% Budget: 25% Credentials: 15% Quality Assurance: 10% Team - Bio/CV's: 5% 10. Submitting your proposal Media Trust is offering this as a commissioned piece of work. If you are interested in tendering for the evaluation please set out in no more than four sides of A4, how you would carry out the work in the timescales required. Please include: an introduction with credentials, including examples of relevant projects and how the company meets the specification; suggested approach to undertaking the tender requirements including a framework and monitoring tools; demonstration of quality assurance systems in place; a short bio and CV for each of the team members who will be involved in the research; a detailed budget for the project; demonstration of ethical research guidelines and codes of practice; contact details of two referees. Please return your proposal by to no later than midday on 23 rd January Shortlisted candidates/organisations will be invited to an interview at Media Trust s offices in London on 30 th and 31 st of January

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