Attch_1_PWS_Media_Assess.pdf

SAF/PA Web-Based Media Assessment & Management Tool

Performance-based Work Statement (PWS)

SAF/PAXQ

1690 Air Force Pentagon

Washington, DC 20330

INTRODUCTION/BACKGROUND. The Secretary of the Air Force Office of Public Affairs (SAF/PA) is the principal staff director and advisor to the Secretary of the Air Force (SecAF) and Chief of Staff of the Air Force (CSAF) on internal/external communications (including print, broadcast, web, and social media), media (print and broadcast) monitoring and opinion research, among other duties. In support of this mission, SAF/PA has a requirement for contractor support to assist in the execution of mission functions in the areas of communication management and media assessment. Potential users, customers supported and audiences impacted by SAF/PA are located around the world. The contractor will be responsible for providing the necessary web-based solution for tools to conduct public affairs media monitoring and analysis, social media management, monitoring and analysis, management of journalist contact lists, and graphic depiction of the information provided to SAF/PA. This support will include monitoring in excess of thousands of external media (print, web, social media and broadcast) outlets, both US and international. Support will also include the ability to manage and monitor specific government social media sites and/or accounts. All data entered by the Air Force will remain property of the Air Force and will be returned if contract is terminated or not renewed.

TASK ORDER OBJECTIVE. The contractor shall provide SAF/PA all services including materials, equipment, facilities, and contractor travel (if needed) necessary to meet the following requirements.

Contractor shall provide a web-based solution that provides:

1. Media monitoring and statistical analysis capabilities, to include:

1.1. The Air Force ability to make accurate evaluations of the articles/clips pulled on a daily, as needed basis. The product must allow evaluating, searching and filtering by the following data fields: headline, URL, writer/reporter’s name, outlet affiliation, tone/sentiment of each article/clip, and the full text of the article/clip. Full text of the article/clip also must include anchor text links as well as interactive hyperlinks for:

websites, URL keywords, websites, and downloadable content, to include photographs and Excel, pdf and Word documents. The product must allow users to define categorization by writer/reporter’s name and outlet.

1.2. The ability for the Air Force to generate accurate evaluation, analysis and assessments of social media discussions on user-defined topics or search terms. Relevant data includes:

number of posts, tweets, retweets, sentiment/tone, reach, impressions, demographics, geographic locations, etc. Tool must provide the ability to generate word clouds or other graphic visualizations and charts to evaluate sub topics within the searched parameters.

The tool must provide the ability to interpret how those numbers “measure up” in the realms of media and social media.

1.3. To monitor major U.S. and international broadcast and cable outlets as well as print media searches. Contractor must provide ability to convert broadcast clips into video files for review, convert to usable graphics, and text for the storing and viewings of clips for future use.

1.4. Unlimited search terms and number of searches for news coverage, allowing government users to add search terms as necessary and receive accurate findings. The Air Force must have ability to save commonly-used search terms for future use. No limit on the number of articles/clips found as a result of the searches. Amount of coverage found is only limited by the search terms and not maximum limits.

1.5. The ability to search media archives that include articles published at least five years prior to awarding of this contract.

1.6. The ability for continual updates and measures of effectiveness of Air Force media coverage including automatic prominence scoring and impact scoring with weighted scores for specific news outlets.

1.7. The ability for the Air Force to develop unlimited on-demand news analysis, charts and reports. All data/charts must be exportable in a variety of formats (xls, pdf, png, etc.) to include the raw data as well as editable charts/graphs. Air Force representatives must have the ability to use the information gathered to build internal graphics, presentation and reports using other platforms, such as Microsoft Word, PowerPoint, Excel, and Publisher.

1.8. The ability for the Air Force to manually override auto-generated sentiment coding, which will be saved and incorporated into any future analysis or report that includes sentiment.

1.9. Access to a combination of standard communications metrics, such as Nielsen broadcast ratings and Internet hit counts, to assess the audience, media value, and tonality/slant of each AF-related story tracked – broadcast, print and social media.

1.10. Access to subscription-based media outlets to include, but not limited to, outlets such as

Military.com, Wall Street Journal, Aviation Week, and Jane’s Defence.

2. Social Media Account Management, to include:

2.1. Social media management and monitoring of specific Air Force accounts (Facebook, Twitter, etc.) and the ability to research broad topic based social media trends.

Monitoring shall include total number of posts, tweets, retweets, sentiment, reach, impressions, demographics, geographic locations, etc., and a representative selection of these elements. Management of social media accounts will include the ability to schedule message delivery for at a minimum Facebook and Twitter accounts.

2.2. The ability to manage 20 separate social media accounts with the potential to expand to more accounts. A social media account is defined as a single individual or organizational account on a single social media platform. The Air Force will have the option to provide additional funding to increase the number of social media accounts in increments of at most twenty, to a total of 60 accounts.

2.3. To set permission use for each user. Ability to control which user can actively manage, draft and post to individual social media accounts. Includes a work flow management process for reviewing and approving social media account posts prior to posting.

2.4. A calendar function to manage scheduled social media posts, to include discrimination between draft and approved posts.

2.5. The ability to task different users specific actions with regard to social media accounts (for example, to respond to a specific post).

2.6. The ability to track what is posted, when, and by what user.

2.7. The ability to create alerts for specific key words or other defined search parameters

2.8. A “Crisis Option” that allows stopping all, previously approved scheduled content from being posted.

2.9. The ability to publish to multiple social media platforms at the same time.

2.10. The ability to post with bitly and/or other short-URL capability.

3. Database of Journalists:

3.1 Access to relevant detail about each agency/reporter listed - including – at a minimum – biography, contact information, link to website, address, email address, editorial calendar, types of stories covered, audience, etc., for broadcast, print and social media.

3.2 Access to all linked and searchable fields including reporter, agency and topic.

3.3 Access to a continually updated list of national and international journalists and social media for print, broadcast, trade press, freelancers, e-zines, and social media to include bloggers, Twitter, and other social media applications, etc. Database shall include over 100,000 active journalists.

4. Overall capability, to include:

4.1. Provide 20 concurrent-use accounts for use throughout the Air Force. Concurrent-use accounts are all allowed to simultaneously use any provided service. Ability must exist to expand to at least 100 concurrent-use accounts, with additional funding. The government will have the option to provide additional funding to increase the number of concurrent-use accounts from 20 to 100 in increments of at most five. Contractor must have the ability to have all provided users online worldwide at the same time without disruption in service. Concurrent-use accounts may be assigned to multiple individuals, any of which can access the account from their own work station, just not at the same time. Concurrent-use accounts may be assigned to individuals located world-wide.

4.2. The government the ability to access all online content using government computers and over the government’s unclassified internet infrastructure.

4.3. All data entered by the government will remain property of the government and will be returned if contract is terminated or not renewed. Contractor must ensure security of government data.

4.4. All relevant data is stored in databases with online user-friendly interfaces, which is accessible to government representatives on an as-needed basis, 24 hours a day, 7 days a week.

4.5. The contractor shall provide initial and follow-up training. This includes for new accounts and for changes in government personnel. This also includes: Ongoing consultation to assist in specific tasks and complete training on the use of the system via in-person seminars or web-based tutorials/training.

5. Contractor shall provide customer support that provides:

5.1. 24/7 general customer support or any Air Force user assigned an account through this contract. The contractor shall provide general help desk support of the contractor’s web-based product and shall be available 24 hours a day, 7 days a week.

5.1.1. Account specific customer support: An Air Force (AF) account representative or a designated substitute shall also be available during normal duty hours, for any government user assigned an account. Representative shall be an expert on using and supporting the contractor provided web-based solution. The representative shall also be familiar with this AF account and the typical searches and tasks performed by its users.

The representative or designated substitute shall be available during normal working hours (at a minimum Monday-Friday, 8:00-5:00 p.m., Eastern Time, except holidays).

5.1.2. Federal Holidays:

New Year’s Day Martin Luther King. Jr. Day President’s Day Memorial Day Independence Day Labor Day Columbus Day Veterans Day Thanksgiving Day Christmas Day

5.1.3 Full working knowledge of media monitoring software, options for training, and be able to assist the government, when necessary, narrow or expand search parameters.

6. SERVICES SUMMARY:

6.1.The contractor’s service requirements are summarized into performance objectives that relate directly to mission essential items. The performance threshold briefly describes the minimum acceptable levels of service for each requirement. These thresholds are critical to mission success. Contractor must provide initial and ongoing training.

Contractor must be available to assist AF personnel who have questions during duty hours.

PERFORMANCE OBJECTIVE PERFORMANCE THRESHOLD

(1) Contractor successfully meets requirements of tasking and resolves discrepancies within designated time frame

Contractor receives less than 2 customer complaints/contract discrepancy reports for the contract period of performance from all tasks. The contractor acknowledges receipt within 1 hour during standard duty hours and successfully resolves customer complaints within 2 business days of receipt.

(2) Contractor ensures security of government data

Contractor must maintain, store and ensure security of all government data in system.

Data must not be “lost,” deleted or compromised in any way. If this occurs, contractor must notify SAF/PA within one business day.

(3) Contractor ensures reliability of system Contractor must maintain a reliable website and product that is consistently available.

Web-based solution shall be unavailable no more than a total of 10 hours over a one year timeframe, not including previously planned and coordinated maintenance, or issues due to the government’s internet or IT infrastructure.

(4) Contractor must provide training as required for government users to use the system

(5) Contractor must provide assistance to government users who may have questions about using the system

Contractor must provide initial and ongoing training.

Contractor must be available to assist AF personnel who have questions during duty hours.

7. GOVERNMENT FURNISHED PROPERTY AND SERVICES:

7.1 The government also will input media database and email distribution content into the system for manipulation, storage and forwarding as government requests.

7.2 Contractors shall not be required or permitted to work in a government facility. Except for mutual agreed upon meetings between the government and the contractor.

7.3 The government shall furnish no equipment to the contractor.

7.4 The contractor shall not be required to purchase any equipment as a result of this contract.

7.5 The government will inspect contractor performance in accordance with the Performance Plan and any other clauses included in the contract.

8. GENERAL INFORMATION:

8.1. Place of Performance. The contractor shall work off site at contractor facilities.

8.2. Deliverables:

8.2.1. Contractor shall ensure reliability of system, availability and security of data inputted by government.

8.2.2. On-demand media and distribution and reports shall be made available to the government via web portal or e-mail. Contractor will ensure reliability of data and will make reports, distribution products, and other items downloadable for use in SAF/PA products as applicable by law.

8.3. Applicable Documents. The contractor shall comply with all applicable federal, state, and local statutes. It is the contractor’s responsibility to identify and comply with all applicable requirements.

8.4. Customer Point of Contact: The U.S. Air Force customer for this service is the Secretary of the Air Force, Directorate of Public Affairs, Research and Assessment Branch (SAF/PAXQ), 1690 Air Force Pentagon, Washington, DC, 20330, (703) 697-5782, usaf.pentagon.saf-pa.list.rss-saf-pax-research-assessment@mail.mil.

SAF/PA Web-Based Media Assessment & Management Tool