Attachment_01_Purchase_Description.pdf

USACE Social Media Engagement Monitoring ENTERPRISE Social Listening and Sentiment Analysis Subscription

Purchase Description

1. Overview:

While USACE has the capability to passively monitor certain online social media content, we do not have the ability to quantify and analyze these discussions and use this information in long-term communication planning and response efforts.

The purpose of this contract is to acquire an enterprise wide subscription to a commercial software service that will give us the ability to actively monitor, quantify, analyze and evaluate online Twitter, Instagram, Facebook, YouTube and Web Mentions content, among others, and use this information in communication decision-making. In addition, this subscription will help

USACE evaluate evolving public concerns and develop appropriate communication strategies that can help USACE proactively communicate with stakeholders. Finally, this service will help

USACE evaluate, understand and make changes that will improve its online brand reputation.

Without this service, the USACE Office of Public Affairs is guessing where to focus its efforts rather than using quantifiable data to identify true concerns.

1.1 Period of Performance

The overall contract subscription shall be 1 year from the date of contract award, plus 4 one-year options.

1.2 Security Requirements

All USACE personnel requiring access to this Social Listening and Sentiment Analysis Software

Application shall abide by all current Department of the Army IT Security requirements.

1.3 Privacy Act

Work under this contract may require USACE personnel to have access to Privacy Information.

Personnel shall adhere to the Privacy Act, Title 5 of the U.S. Code, Section 552a and applicable agency rules and regulations.

1.4 Disclosure of Information

Information made available to the contractor by the Government for the performance or administration of this contract shall be used only for those purposes and shall not be used in any other way without the written agreement of the Contracting Officer (CO). The contractor shall assume responsibility for protecting the confidentiality of Government records, which are not public information.

2. Enterprise Social Listening and Sentiment Analysis Application Requirements:

a) The subscription shall allow a minimum of 50 concurrent domestic and international users up to an unlimited number of domestic and international users logged into the system at one time.

b) The ability to manage administrative rights and permissions for specific users. For example, the ability to designate specific users as "read only" or “editor” to restrict or expand their abilities to edit information within the tool.

c) The ability to establish keyword-based ‘social trackers’ to collect relevant data in real-time from the most popular social networks and sites, both domestic and international.

d) The ability to identify and track in real-time an unlimited number of domestic and international social influencers.

e) The ability to search and collect data from a minimum of 500,000 historical posts.

f) The ability to track, analyze and evaluate an unlimited number of real-time domestic and international posts each month. System will allow users to filter data by source. For example, whether information originated from a news source, Facebook, or Twitter.

g) The ability to search and collect data from a minimum of 10 Search Queries with

Unlimited Mentions

h) E-mail and phone access to software help desk support to assist with user questions/problems.

i) Access to an easy-to-read real-time dashboard that provides detailed, high impact data to optimize and report on USACE hashtag campaigns.

j) The ability to analyze domestic and international ‘social influencer’ metrics to identify advocates talking about USACE hashtags; filter influencers based on location and keywords; and the ability to interact directly with influencers to help boost engagement.

k) Access to alternative-word hashtag suggestions to identify hashtags that may be used with USACE’s main hashtag.

l) The ability to identify which updates generate the most interaction based on media, hashtags, posting times and other network-specific factors.

m) The ability to create real-time ‘alerts’ that notify USACE social managers when specific content reaches a certain number of mentions or likes or shares within a certain time-frame.

n) Access to real-time account analytics that allows USACE to create engaging domestic and international posts and optimize the times to share them.

o) The subscription shall allow the ability to generate easy-to-read charts and graphs that present all data collected.

p) Access to daily, monthly and yearly follower activity data that will allow USACE to map out plans on how to build and engage domestic and international audiences.

q) Access to Instagram and Twitter historical data and the ability to generate reports including all the numbers needed, such as total posts, users and impressions, influence and demographic data.

r) The ability to analyze Twitter and USACE Facebook data to know how to craft engaging posts and when to share them; which updates generate the most interaction based on media, character count and posting times; and present all this data in easy to understand charts and graphs.

s) Access to sentiment analysis of online content and the ability to create rules or make manual adjustments to refine the automated sentiment analysis.

t) The ability to connect and analyze multiple social media profiles operated by USACE, in aggregate form and as individual sites, such as USACE’s 200+ Facebook profiles or its extensive Twitter feeds. Data presented should include (but not be limited to): Amount of posts, engagement, reach, etc.

u) The ability to analyze domestic and international content trends in USACE’s online performance and compare these with trends for other, similar organizations, or partner entities.

3. Performance Tasks

3.1 Enterprise Social Listening and Sentiment Analysis Application Technical Support

The Contractor shall provide a hot line technical support number for the purpose of providing user assistance and guidance in the implementation of the Enterprise Social Listening and

Sentiment Analysis Application subscription solution. The technical support number, provided by the vendor, should be available from 9:00 a.m. ET to 9:00 p.m. ET.

3.2 Enterprise Social Listening and Sentiment Analysis Subscription

The Contractor will maintain the Enterprise Social Listening and Sentiment Analysis Application and the data collected and provided through this subscription.

3.3 Training

The Contractor will include, at minimum, three (3) WebEx Enterprise Social Listening and

Sentiment Analysis Application training sessions at varying times to ensure maximum USACE participation.

4. System Requirements

a. Enterprise Social Listening and Sentiment Analysis Application software shall be easily accessible through web browsers (Internet Explorer, Firefox, Chrome, Safari) running on local desktop computers running 32-bit/64-bit Windows 7/Windows 10 operating system.

5. Government Furnished Equipment

Not Applicable