Social_Bakers_SOW_Final.pdf

Social Media Analytics Tool

SOW

1.0 Purpose

The Broadcasting Board of Governors (BBG) is seeking a single comprehensive social media analytic tool to measure, analyze, and display social media analytics through a follow on contract with Social Bakers. As before, the tool should be able to leverage social media profile pages or accounts across BBG networks and competitors. The tool shall continue to enable a deep insight of social media behavior of not only BBG accounts but competitors as well. The tool should provide actionable reports, important metrics, market analysis trends, and dashboards to stakeholders. The tool must aid BBG in marketing products, promoting brand, connecting to audiences and understanding impact.

2.0 Scope

BBG has a growing social media footprint across five media networks which include 300+ social media accounts / profiles targeting audiences globally. This includes the following delivery platforms, all of which must continue to be supported by the social media analytics tool:

2.1 300+ public facing social media pages using diverse platforms in 59 languages

2.2 Able to Optimize Social Media Analytics for mobile devices, for e.g. mobile friendly content, optimize marketing ads for mobile.

2.3 Social media actions /engagement to include Face book, Twitter, Google Plus, Vkontakte, YouTube, Instagram and more.

2.4 Live FB video Integration and analytics, BBG should be able to track Facebook Live videos for any Page. Get a second-by-second view how interactions evolve on any Live video to zero-in on the moments that spark engagement.

2.5 BBG Social Media Analytics tool should be able to analyze audience analysis into a single-step process to better understand the customers.

2.6 The tool should define buyer personas & identify what content BBG audience engage with, their interests, and influencers they trust.

3.0 Performance Requirements

This Statement of Work presents the end goal of the BBG: to have in place an enterprise social media analytics tool to measure the performance of social media pages / accounts, provide accurate reports on usage of social media, roll-up and breakout reporting information to serve the needs of the stakeholders throughout the BBG, and integrate with other delivery channel metrics via API to include social media, digital, audio and video including implementation support and training, and a service level agreement for uptime and technical support. Reports must be available for all BBG entities and platform across devices and shall be available through the lifetime of the contract.

4.0 Tool Requirements

BBG is comprised of five broadcast networks VOA/RFE/RFA/MBN/OCB and the social media tool should be able to provide analytics and support to all BBG broadcasting networks.

4.1 The tool shall establish a single, robust, commercially available software as a service for

BBG five broadcasting networks to collect, analyze, report on usage information available across all BBG Social media pages.

4.2 The tool should be able to categorize top posts like videos, promotional, educational, information, news, entertainment and images.

4.3 The tool should be able to support at the minimum below platforms and more if needed under the BBG umbrella.

• Facebook

• YouTube

• Twitter

• Pinterest

• Vonkatek

• Instagram

4.4 The tool should be able analyze and at the minimum provide the following:

• Insights from All Social Media Platforms

• Access Deep, Actionable Social Data

• Unlimited Presentation-Ready Reports

• Analyze Social Sentiment for Qualitative Insights

• Profile information (name and URL)

• Engagement metrics

• Publishing metrics

• Audience demographics

• Channel specific metrics

• Influencers

• Benchmarks

4.5 At the BBG each network is comprised of multiple social media pages and channels as well as dozens of competitor pages that are also comprised of news & social channels.

4.5.1 Each of the networks requires its own global report to include all social media traffic.

4.5.2 Each of the broadcasters also requires their own reporting to include social media pages, live videos, and other content pages and channels.

4.5.3 The social media pages under each network and broadcaster must roll up into the global reports to analyze the totality of BBG impact.

4.6 Writers and editors and analytics personal for each of the 300+ social media pages shall have the ability to create a report on demand that provides data on stories read, videos streamed, engagement and people reach.

4.7 Social Baker’s tool shall automatically generate reports on viral stories, reach, reactions, and engagement on a basis as defined by the user.

4.7.1 These reports shall be dynamically generated for each user within the Social Media tool online portal or User Interface, and exported data shall be available for the duration of the contract.

4.7.2 Reports shall be downloadable into Excel, CSV or PDF format.

4.7.3 User shall be able to configure scheduled delivery of reports via e-mail.

4.8 BBG requires global rollup reporting that allows the agency-wide analysts to:

4.8.1 Examine multi-page usage of social media pages,

4.8.2 Compare BBG profile pages across the agency and competitors, and

4.8.3 Create dashboards across all BBG social media pages for analysis.

4.9 The social media analytics tool must be able to collect and display page information

(page title, keyword searched, etc.) in UTF-8 compliant fonts, particularly those used by the BBG’s 59 languages.

4.10 The social media management software should bring together a number of different

Apps, API’s and integrations to make it a one-stop shop.

5.0 Reporting and Data Collection Requirements

5.1 The BBG requires Social Bakers to continue to collect usage information about BBG social media pages / accounts in 59 languages and 300 Plus pages.

5.2 Automatically analyze collected data, display reports, customize reports (see Dashboard components in Appendix A on profile pages & metrics req), and dashboards of data on social media pages and allow export and e-mail delivery of these reports.

5.3 Basic social media profile pages usage & video reports must be available in real-time or near-real-time and updated on a regular basis.

5.4 All detailed reported data must be updated hourly.

5.5 It is highly desirable that users are able to configure the local time zone setting dynamically on a daily report.

5.6 Standard, commercially available reports/metrics must display report information in dashboards comprised of static and interactive (note: the following are examples): charts, tables, and graphs.

5.7 Advanced users must be able to create ad hoc reports of any subset or segment of data over any time frame.

5.8 Data collection must be consistent and Social Bakers must provide a method for determining that the data collection is correctly configured and verify that the correct data is being gathered.

5.9 Report data shall be made available in UI and via API where possible.

5.10 The raw data collected shall be made available for inspection by BBG at its request.

5.11 All report data shall only be used in the performance of this contract and shall not be sold, licensed, or otherwise transferred to another party.

5.12 Underlying data shall be destroyed at the conclusion of this contract and written confirmation of its destruction shall be provided. Reported data shall be delivered to the BBG at the conclusion of the contract.

5.13 The tool should also provide:

5.13.1 Analytics

It’s important to get real results from social media performance tool for regular evaluation of BBG social media strategy. Social media metrics such as engagement, Retweets, and Likes will tell when & where our content is performing well—and when it might need to be re-evaluated. Because analytics are such a great way to measure progress on our goals and track success, it’s crucial that BBG social media management software include this functionality.

5.13.2 Engagement

When it comes to social media, engagement is increasingly the name of the game for marketers. Gone are the days when it was considered acceptable for a company to use their social channels to simply broadcast information. BBG must respond to their followers and engage with their audience in order to keep those people coming back for news and entertainment and that’s what is expected of the tool to produce engagement reports. The tool should allow the users to create, import, and share lists of those people whose engagements brand most values, whether they be influencers or important customers.

5.13.3 Optimize BBG social media performance

The tool should manage social media accounts and make them more efficient with suggestions of what posts to promote, when to publish them, and which audience segments to target so BBG can optimize budget and deliver content that resonates with audiences better.

5.13.4 Manage social media scheduling and publishing for BBG

So BBG can post all our social media channels from one interface. Manage all our social media posts in one calendar to have a clear oversight of what’s been published and what’s coming up next.

5.13.5 Analyze BBG social channels & benchmark performance

Analyze BBG audience, our content, and advertising performance. Benchmark BBG organic posts, ad spend effectiveness, and videos. Track Facebook Live broadcasts for any Page, and monitor our results across organic and paid social media.

5.13.6 BBG Platform integration

It’s important for BBG to look for social media management software that allows us to manage all of BBG most important platforms from one place. The software should manage BBG presence on major social networks like Facebook, Instagram, Twitter, LinkedIn, and YouTube from one dashboard. Many other networks can be added to BBG dashboard through integrations, everything from WhatsApp, Weibo or any other messenger.

5.13.7 Social media monitoring and listening

The tool should have social media listening capability also known as social media monitoring. Listening process should be able to identify and assess what is being said about a company, individual, product or brand on pages. The tool should be able to gain insight not only traffic but include monitoring online customer support forums, using software tools to gather comments from social outlets such as Facebook and Twitter and encouraging customers to suggest new product features and vote on their favorites. It’s critical that BBG know what’s being said about its brand, competitors, and industry.

Social media monitoring and listening are key components for BBG’s success in putting together social media strategy.

5.13.8 Scheduling Capable.

As a BBG brand, it’s important to plan posts—both created and curated—in a social media content calendar. A calendar will help BBG balance social messaging, carefully curate third-party content, and anticipate both seasonal and release-specific messaging.

The tool should be able to facilitate the scheduling capability.

5.13.9 Collaboration

In order to make working with our team as smooth as possible, we are looking for a tool that has collaboration built into its core. The software should be set up to support teams and their needs, from assigning messages to sharing streams. The BBG social media analytics tool should empower BBG to work with different teams smoothly and easily. It make sure nothing slips through the cracks by assigning messages or streams to specific team members. Reduce the risk of multiple replies by different team members by sharing streams and seeing who else has responded to messages.

5.13.10 Content library and sources

The tools should be able to keep content consistent across multiple channels.

5.13.11 Social media ads

As organic reach continues to decline across social networks, paid advertising is becoming increasingly important. The Social Baker’s media marketing software should allow BBG to manage social ads alongside other social media posts and campaigns. The tool should offer the ability to manage paid social alongside organic from a single platform. BBG stake holders should be able to create and manage social ad campaigns for Facebook, Instagram, Twitter, Pinterest and others.

6.0 Administration, Training, and Support Requirements

6.1 The BBG must have the ability to grant user’s access to social media analytics tool and reports on specific network page within an entity and to assign read-only and administrative abilities for any given report or dashboard.

6.2 The training should focus on:

6.2.1 Understand the capabilities and limitations of Social Media Analytics tool.

6.2.2 Gain an overview of Social media Analytics functionality and reports

6.2.3 Identify the main reports that will add value to BBG business

6.2.4 Learn how to create basic custom reports and dashboards

6.2.5 Better understand the audience and how they behave & engage on different networks.

6.2.6 Online support should be available 24 X 7 - 365 days.

6.2.7 Technical implementation training & documentation.

6.2.8 On demand online training resources.

6.2.9 Advance user training if needed.

7.0 Technical and SLA Requirements

The BBG requires Social Bakers to provide commercially available software service, Offeror-hosted social media analytics tool with a service level agreement to include:

7.1 Uptime of the tool and uptime of data collection, non-emergency technical support and crisis technical support.

7.2 All updates to the tool and new versions of the tool must be provided free of charge to the

BBG for the lifetime of the contract.

7.3 The social media analytics tool and its data collection must be in compliance with all do not track data security (GDPR compliant), and personal information security legislation and regulations.

7.4 It is highly desirable that the tool integrate with 3rd party data services.

7.5 It is highly desirable that raw data collected by data analytics is available for a rolling time period during which the Offeror may be required to re-analyze the data.

7.6 Reported data shall be available via a reporting interface and API for the lifetime of the contract.

7.7 The BBG shall have a regular transfer of raw data via ftp for backup and have programmatic access to all the reported data via API.

7.8 The SLA shall include a single point of contact with experience implementing and optimizing social media tool for news & content based social media pages for organizations of similar scale to the BBG to provide tool specific expertise, support, and consultation during the implementation and tagging if required.

8.0 Deliverables

Social Bakers shall provide commercially available vendor hosted software analytics tool that meets the requirements, including but not limited to the following functionalities and services:

8.1 Data Collection- A social media analytics tool that collects data from views of and actions taken on all BBG social media pages across different platforms and devices.

Offerors shall also provide a method for verifying the completeness of data collected

8.2 Data Analysis- Social Media Analytics tool that can analyze data collected into standard and customizable metrics and dimensions (see Appendix for complete list of desired metrics and dimensions).

8.3 Data Reporting and Data Presentation- An analytics tool that presents standard social metrics in user friendly and easy to understand reports and visualizations to include text, tables, charts, graphs, and interactive graphs that can be viewed online, exported to a file, and e-mailed

8.4 Data Services- Access to data through UI of analytics tool and through an application programming interface (API) to allow the BBG to access data and to integrate data with third party services like Tableau or Power BI.

8.5 User Administration- User administration and ability to manage permissions and roles for unlimited BBG users to include access to specific page data, specific dashboards and reports, and specific network or platform. To assign at a minimum, and administrator and end user (read only) permissions to each user for each page tracked and each rolled up reporting unit.

8.6 Implementation Support and Training- Training on implementation, configuration, and use of the tool and initial implementation support to ensure complete and correct set up of the social media digital tool.

8.7 Documentation and On-Demand Training- Complete documentation and knowledge base on administration, setup, implementation and API for BBG technical users. Web base on demand training and help for BBG users

8.8 Point of Contact for Implementation Setup- A primary point of contact for account management and customer service, participation in a kickoff meeting, and weekly status meetings with the BBG during the set up and implementation of the tool if needed.

8.9 Service Level Agreement- A service level agreement that meets all the technical requirements described in this document to include tool uptime, data collection uptime, technical support, and crisis technical support.

9.0 PERIOD OF PERFORMANCE

The Period of Performance for this Statement of Work is Five Years with a base and four option years.

Appendix A Plan for Configuration. (Including implementation across networks and devices, setup, custom reports, and dashboard components)

1.0 Data Metrics Requirement.

Social Media Analytics should be able to measure:

Facebook Metrics Total Fans Total Change in Total Fans Relative Change in Total Fans Number of Interactions per 1000 Fans Avg Interactions per 1000 Fans per Post Sum of Interactions Sum of Reactions Sum of Shares Sum of Comments Sum of Page Posts Sum of User Posts Sum of Responded User Posts Response Rate for User Posts Avg Response Time for User Posts (sec) Sum of User Questions Sum of Responded User Questions Response Rate for User Questions Avg Response Time for User Questions (sec) Sum of Like Reactions Sum of Love Reactions Sum of Haha Reactions Sum of Wow Reactions Sum of Sad Reactions Sum of Angry Reactions Global Total Fans Sum of All Page Impressions Sum of Organic Page Impressions Sum of Paid Page Impressions Average Total Reach Average Organic Reach Average Paid Reach Sum of Page Negative Feedback Sum of Page Consumptions Sum of Unlikes

Sum of All Page Posts Impressions 10-second Video Views 30-second Video Views Total Time Watched Total Video Views Paid Video Views Organic Video Views Average Time Watched Number of Promoted Posts Number of Organic Posts Number of Promoted Post Interactions Number of Organic Post Interactions Share of Promoted Posts Share of Organic Posts Share of Promoted Post Interactions Share of Organic Post Interactions Paid Efficiency Index

Twitter Metrics Total Followers Total Change in Followers Relative Change in Followers Number of Interactions per 1000 Followers Avg Interactions per 1000 Followers per Tweet Sum of Interactions Sum of Likes Sum of Retweets Sum of Replies Sum of Mentions Sum of Profile Tweets Sum of User Mentions Sum of Responded User Mentions Response Rate for User Mentions Sum of User Questions Sum of Responded User Questions Response Rate for User Questions Avg Response Time for User Questions (sec)

Instagram Metrics Total Followers Total Change in Followers Relative Change in Followers Total Following Total Change in Following Relative Change in Following Sum of Posts Number of Interactions per 1000 Followers Avg Interactions per 1000 Followers per Post Sum of Interactions Sum of Comments Sum of Likes Sum of Carousel Posts Sum of Photo Posts Sum of Video Posts Sum of All Profile Impressions

YouTube Metrics Total Subscribers Total Change in Subscribers Number of Interactions per 1000 Subscribers Avg Interactions per 1000 Subscribers per Period Sum of Interactions Sum of Likes Sum of Dislikes Sum of Comments Sum of Published Channel Videos Sum of New Videos Total Likes Total Dislikes Total Likes Dislikes Rate Likes Dislikes Rate Total Viewed Time (sec) Viewed Time (sec) Total Video Views Sum of Video Views

VKontakte Metrics Total Fans Total Change in Total Fans Relative Change in Total Fans Number of Interactions per 1000 Fans Avg Interactions per 1000 Fans per Post Sum of Interactions Sum of Likes Sum of Shares Sum of Comments Sum of Page Posts Sum of User Posts Sum of Responded User Posts Response Rate for User Posts Avg Response Time for User Posts (sec) Sum of User Questions Sum of Responded User Questions Response Rate for User Questions Avg Response Time for User Questions (sec)

2.0 Explore New Social Media Platforms: New social media channels pop up all the time and BBG would like to become an early adopter and get a head start on the competition and the tool should be able to provide that to BBG.

3.0 Custom reports.

BBG should be able to run reports. After running a report, you can customize the report to view and analyze the data according to your needs. You can filter report data, change how data is presented graphically, change date granularity, and so on.

4.0 Dashboard sharing & editing capabilities.

BBG should be able to set a dashboard as landing page, share dashboards with other users, and schedule them for delivery.

Edit Dashboards Change a reportlet's report suite Apply different filter/platforms/networks to the report Change a reporting date Name a dashboard View a dashboard archive Set the dashboard as a landing page Download a dashboard Print a dashboard

Save a dashboard

5.0 Manage shared & download dashboards:

Option View Archive Download Dashboard’s in Excel and Pdf format.

Share Dashboards Copy Dashboards Unshare

Appendix B. BBG Broadcasting Languages.

The BBG broadcast entities produce content in 59 languages that we need to track in this analytics tool. The list of languages follows.

1.0 Global

English Special English

2.0 Africa

Afaan Oromoo Amharic Bambara French to Africa Hausa Kinyarwanda Kirundi Ndebele Portuguese to Africa Shona Somali Songhai Swahili Tigrigna

3.0 Central Asia

Kazakh Kyrgyz Tajik Turkmen Uzbek

4.0 East Asia

Burmese Cantonese Indonesian Khmer Korean Lao Mandarin Thai Tibetan Uyghur Vietnamese

5.0 Eastern/ Central Europe

Albanian Bosnian

Croatian Greek Macedonian Montenegrin Romanian Serbian

6.0 Eurasia

Armenian Avar Azerbaijani Bashkir Belarusian Chechen Circassian Crimean Tatar Georgian Russian Tatar Ukrainian

7.0 Latin America

Creole Spanish Middle East/ North Africa Arabic Kurdish Turkish

8.0 South Asia

Bangla Dari Pashto Persian