Video_Analytics_Tool_SOW.pdf

Video Analytics Tool

SOW

1.0 Purpose

The United States Agency for Global Media (USAGM- formerly BBG) is seeking a comprehensive tool to measure, analyze, and display video analyticsVendor. The tool should be able to provide analysis of video published across multiple social media platforms. The tool shall enable deep insight of video consumption and audiences, including breakdown by language, content vertical, region / country, behavior, content quality and competitive landscaping. The tool shall enable a deep insight into competitors’ digital video programming strategies across digital platforms. The tool should provide actionable reports, important metrics, content trends, market reports, and real-time dashboards to stakeholders. The tool must aid USAGM in understanding: future opportunities for video programming, brand performance and industry benchmarks, changing global audiences interests, and understanding impact.

2.0 Scope

USAGM has a growing video footprint across five media networks which most notably include 300+ social media accounts / profiles targeting audiences globally. With competing media companies and influencers alike vying for the same audiences, it is of great importance that USAGM and its entities are able to track competitor programming strategies, changing audience interests and consumption behaviors, digital platform profiles, as well as identify growth opportunities. The tool should capture USAGM’s own and, most importantly, its competitors’ performance, and growth-trends, across video platforms. Further, the tool shall work towards USAGMs stated strategic goal of shifting to a language first philosophy and provide analysis of content and markets. This includes:

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

2.2 13 million+ creators in every genre and industry

2.3 Video (Live and Uploaded) on platforms to include Facebook, YouTube, Instagram, Twitch, DailyMotion, and more.

2.4 400M+ viewers who engage and interact with any video uploaded on these platforms over defined periods (week, month)

2.5 Analyzing audience personas by gender, country and region in a single-step process to better understand video consumers, consumption and their affinities

2.6 Analyzing competitors’ video programming to measure output in detail, highlighting popular content verticals, as well as up and coming influencers in target countries

2.7 Analyzing competitors’ formatting decisions and audience consumption to build global platform profiles, identify market trends, and optimize USAGM’s content production, and programming strategies.

3.0 Performance Requirements

This Statement of Work presents the end goal of the USAGM: to have in place an enterprise video analytics tool to measure the performance of competitors’ video programming on digital platforms, most notably social media pages / accounts, as well as identify detail audience preferences (by gender, country, region, vertical, platform.) This will provide accurate and comprehensive reports to serve the needs of the stakeholders throughout the USAGM in content development and programming strategies.

4.0 Tool Requirements

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

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

USAGM five broadcasting networks to collect, analyze, report on video programming and consumption information available across all possible video platforms.

4.2 The tool should be able to categorize videos, identifying popularity, content vertical, language, country/region, lengths, live and non-live, among other differentiating factors

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

• Facebook

• YouTube

• Instagram

• Twitch

• DailyMotion

• Twitter

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

• Insights on 13M+ content creators, including leading media institutions and influencers (any account with a lifetime video views count of >50k for YT, and 10k for FB/IG)

• Competitors’ profile information including: language, country/region, topics/verticals, audience profile, what competitors audience is watching.

• Unlimited Presentation-Ready Reports

• Viewership metrics

• Engagement metrics

• Publishing metrics

• Audience demographics

• Custom leaderboards

• Video Benchmarks

4.6 Video content creators and editors and analytics personnel for each of the 300+ social media pages shall have the ability to create a report on demand that provides data on metrics listed under 4.4

4.7 Vendor’s tool shall automatically generate reports on viral videos reach, viewership, and engagement 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 in CSV format.

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

4.8 The video 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 USAGM’s 59 languages.

5.0 Reporting and Data Collection Requirements

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

5.2 The USAGM requires Vendor to continue to collect usage information across 13M+ social media pages / accounts, and 400M+ viewers. Vendor is expected to continue adding creators and viewers list. This information should be made available to USAGM upon update.

5.3 Automatically analyze collected data, display reports, customize reports/leaderboards and dashboards of data and allow export and e-mail delivery of these reports.

5.4 Basic reports must be available in real-time or near-real-time and updated on a regular basis.

5.5 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.

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

5.7 Data collection must be consistent and Vendor must provide a method for determining that the data collection is correctly configured and verify that the correct data is being gathered. Any updates to these methodologies should be relayed to USAGM upon execution.

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

5.9 The raw data collected shall be made available for inspection by USAGM at its request.

5.10 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.

5.11 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 USAGM at the conclusion of the contract.

5.12 The tool should also provide:

5.12.1 Competitors Landscaping

It’s important to get real insights on competitors’ video programming strategies across different platforms in order to compare and benchmark these results with that of USAGM entities. By using Vendor’s organized data, USAGM should be able to understand:

• Which verticals are being prioritized by its competitors (e.g. how many videos per content vertical),

• Which languages are being used (e.g. influencer Y uploads 20% in English, 80% in Arabic)

• What other content their audiences (filtered by: gender, location) might watch (e.g. influencer Y’s viewer also consumes media company A’s content).

Because competitors’ performance across platforms could vary greatly compared to USAGM’s own entities, landscaping could provide further insight into future opportunities where gaps exist (Competitor 1 has X more views than USAGM in a specific country within a specific content vertical- gap indicates a programming opportunity.)

5.12.2 Benchmarks/Market reports

While landscaping competitors’ and their video performance is a good means of identifying gaps/opportunities, an audience behavior tool is required to produce further insights on overall audience interests (changes in), set market benchmarks and create platform profiles. By using the video analytics tool, USAGM should be able to capture or infer the following information.

• Changes in audience interests (% in videos created under specific verticals, over time)

• Content optimization insights (what are the most successful video lengths, on what platform?)

• Benchmarks (using the tool’s viewership and engagement rate metrics V7/V30 and ER7/ER30 one should be able to infer how well a specific product is doing compared to similar products)

6.0 Administration, Training, and Support Requirements

6.1 The USAGM must have the ability to grant user’s access to the video 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 the video analytics tool.

6.2.2 Gain an overview of competitors’ landscaping and reports

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

6.2.4 Learn how to create basic custom reports, leaderboards, 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 training resources.

6.2.9 Advanced user training if needed.

7.0 Technical and SLA Requirements

The USAGM requires Vendor to provide commercially available software service, Offeror-hosted video 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

USAGM 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 integrates 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 USAGM 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 the video analytics tool for news & other content-verticals of interest for organizations of similar scale to the USAGM to provide tool specific expertise, support, and consultation during the implementation and tagging if required.

8.0 Deliverables

Vendor 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 USAGM 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- Video 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 video 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 USAGM 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 USAGM 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 USAGM technical users.

Web base on demand training and help for USAGM 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 USAGM 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 One Year from the start date of the contract.

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 Shares

Sum of Comments

Sum of Like Reactions

10-second Video Views

30-second Video Views

Total Time Watched

Total Video Views

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 Comments

Sum of Published Channel Videos

Sum of New Videos

Total Likes

Total Dislikes

Total Video Views

Sum of Video Views

Instagram Metrics

Total Followers

Total Change in Followers

Total Change in Following

Sum of Interactions

Sum of Comments

Sum of Likes

Sum of Video Posts

Sum of All Profile Impressions

Twitch Metrics

Views at video level (on demand videos only)

Video duration

Date published

Video URL

DailyMotion Metrics

Views at the video level

Video duration

Date published

Video URL

Twitter Metrics

Views at the video level

Views at the account level

Favorites

Retweets

Total engagements

Video duration

Date published

Video URL

DailyMotion Metrics Views at video level Video duration Date published Video URL

2.0 Explore New Social Media Platforms: New social media channels pop up all the time and USAGM 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 USAGM.

3.0 Custom reports.

USAGM 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.

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

Edit Dashboards 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- USAGM Broadcasting Languages.

The USAGM 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