I always enjoy speaking at the Internet Retailer Conference, which is the largest e-commerce meeting of its kind in the world. This year, I was asked to discuss “how to choose the right social media partners”. My deck is here and below if you’d like to read it.
I was a client for many years at Rhone-Poulenc Rorer (now Sanofi), Novartis and Dell. And, today, I’m often asked by our clients who they should consider for various social media activities.
Here’s a brief summary of what I believe we all can do to improve the search process and identify the right partners.
We need to acknowledge that the current way that most agencies are selected is a broken process. We have checklists, requests for information (RFI) and requests for presentation (RFP) documents that ask the same questions each time and check off the same boxes over and over again.
When questions are predictable, so are the answers. Think of when you were in school. If you just have to memorize material for a test, you may pass, but you didn’t learn much. We know that is not the right way to go.
Instead, we need to move from an RFP to a Request for Knowledge or an RFK. Clients need to test the working knowledge of the agencies who may be hired.
Every agency says “I wish they would give us a chance to show them how much we know on X topic”. Well, in an RFK scenario, you sink or swim on what you know, what you have done and how you will innovate in the future.
My presentation walks through 12 areas that are important to address. In each case, you’ll see the questions I recommend asking of agencies to assess who will be the best partner. You don’t have to use all of them every time, but it is important to learn about each other in new and more effective ways than we often do today.
I look forward to your ideas on how to further improve the process.