How to Write a Social Media Proposal
December 7, 2007
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Since we launched here at Ignite, we’ve been inundated with prospects that are looking for a social media agency. As you can imagine, one of the most common requests
that we get from these prospects is always “Can you draft us a proposal?”.
And so a few weeks ago when Glen Allsopp over at ViperChill suggested that I cover some steps to writing a social media proposal, I thought this would be a great way to share some of our strategies that we have learned along the way - for both the social media marketer and potential prospects alike.
1. Don’t give it all away. Some “potential clients” will be looking for a proposal to be a comprehensive social media strategy with specific ideas and tactics outlined. Beware of giving too much proprietary information away - many of these prospects will have no intention of hiring an agency, but are seeking high level strategy or ideas to guide their efforts. Be modest - don’t give it all away on the first date.
2. Evaluate the Business. Before drafting the proposal - take a good hard look at the business and its current business model. Often times we have been approached by internet companies who are simply wanting to spam and sell links. Be sure to remember that even the best social media campaign cannot help a bad product or sleezy business model - use a level of discernment in choosing your clients. Ask the following questions:
- Is the product or service offering quality?
- How does the client make their money?
3. Ask Questions. Many potential clients have come to us and said, “We’d like a social media proposal for our company”. Before running to write, the following are some examples of the questions you need to ask:
- What is the benefit you wish to gain from social media marketing?
- What are the current external and internal communication needs within your business?
- What type of internal resources do you have available? (content creators, technologists, etc?)
Finally, if an opportunity arises to ask about the allocated budget, ask. There is literally no end to what can be done for a client in social media. The budget can help determine how many hours should be allocated for content development can have a huge determinant on the tactics and strategies that are suggested in your proposal.
Additionally, no budget and just wondering “how much this is all going to cost me” likely means they aren’t very serious about making an investment. It’s not that you can’t start with some things and ramp up, but not even being willing to react to a range of costs (or react to a specific list of services) may send red flags up for you.
4. Tailor. Yes, it is tempting to shoot a list of your services and call it a proposal, but social media is not one size fits all and your services will not be the right fit for every client. A good rule of thumb we’ve used in tailoring our proposals is to outline 3-5 services we provide that “make sense” for the client and the client’s needs. We don’t put everything and the kitchen sink - but show select services that take into account the social media readiness of the company, internal resources, and company objectives.
5. Client Goals. Ask the client what they expect from a social media investment and, importantly, how quickly they want it. Good social media marketing is patient. You give things away (information, games, whatever) and build a following with it. It’s not a banner ad campaign that starts on date certain and should be generate X clicks 2 days later. It could take 90 - 180 days to gain traction (depending, of course, on which tactics you’ve chosen and how they are otherwise supported). Does the client understand that?
Finally - this list is intended to be dynamic. If you are a social media marketer please offer your expertise, and if you are more of a potential client then we’d also be curious to hear your candid feedback.
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8 Responses to “How to Write a Social Media Proposal”
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A really strange thing though goes on in the social media arena. Ive now hired quite a few people and most have done at least a decent job. The weird thing I’ve found on putting together a social media proposal is that if you do, the people who you pay to write linkbait don’t help much by way of advice in re-shaping it. They don’t offer ideas, which I am like a sponge for. I see more of the ‘Just sit back and watch the magic’ response from those I pay. Some seem justified though as I had that Digg effect and tremendously successful linkbait campaigns on SU for various business ventures.
So for number 3 I have to say that top social media people DO NOT want to talk or advise.
The people who have offered advice are those that I let in in some big way to profit from the company and it’s services. I wonder why this is? I find it strange.
I have a big social media proposal about to be finished and am doing this on a more massive scale. I wonder if it holds true. The paid people just say sit back and at times don’t even want to speak! The people with a vested interest help out in amazing ways! In social media does paid people = just doing the job? It seems so as my next proposal this next week will be looking for partners. I’ll keep you posted how it goes. It is an interesting experiment and I keep great notes.
[…] How to Write a Social Media Proposal […]
Great article! This applies not only to social media but to any business in which you’re presenting proposals to prospective clients (try saying that fast three times!).
Subscribing to your feed now.
Cheers
Ian
@Michael: I’m very interested in your experience with hiring people to do this work for you. As a social media agency, we’re curious to hear the experiences of others and how you’ve dealt with the natural tensions that you mention.
But I also find it interesting that you refer to it as paying people “to write linkbait.” That phrase is interesting to me. I guess you are trying to write interesting content, but that makes it so black hat…
To me, good social media marketing is authentic, not just linkbait. Now that might make it work more slowly (so some clients won’t wait), but it should also make it work more deeply and therefore longer and more brand building.
Thoughts?
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Jim, For me to give examples, in a few industries it wouldn’t be hard to guess my companies, and then identify authors. I can never do that.
From what you said to “to write linkbait.” That phrase is interesting to me. I guess you are trying to write interesting content, but that makes it so black hat…”
I can’t write very well, but I hire people in what I as a businessman consider to be part of advertising. When they write what is called ‘linkbait’ they write as juicy a story as the payer wants. The best wrtitten linkbait gets the most links, mentions, stumbles, and whatever else (sign ups), members, maybe even most buzz as it is called.
Are we thinking of different things? Like I said I’ve hired quite a few and they all work the same way. Only minor changes in pay structures and time it takes for them to complete task.
So when you say “To me, good social media marketing is authentic, not just linkbait. Now that might make it work more slowly (so some clients won’t wait), but it should also make it work more deeply and therefore longer and more brand building.
Thoughts?”
Yes another thought on that point. It all depends on the type of story that you are getting out there. For a retailer it’s that latest Act now deal that ends in 20 minutes. Or for a specific purpose, like a Political candidate. How else would any professional social media people be judged except for the results.
Maybe it’s a contest that ends in one week, so link-building isn’t important long term in this instance. But take a service company that wants to rank well for their main search terms. Now you’re looking for more long-term link deals. Or branding of course.
Do you really consider it ‘black hat’? If I approached you to take up some really interesting angle for such and such new website, finding the ‘juice’ as most say. You wouldn’t do a great job in that respect? Thinking that this is linkbait’? I’m just curious because seriously I just hire people and that’s all I know up till now. I’m curious to see if the partners do better than those I paid.
All of those points are totally right on. Especially #1. I have been taught that you never give too much information as clients will try and go it themselves and that is for sure their number one mistake.
I think the goal with social media is to listen because most people at this stage are just catching on to the concept and don’t fully understand all that social media entails. You definitely need patience in this industry.
I’m bothered that people view SM as some sort of ‘over night success’ trick and they STILL don’t get it: it’s not about making a sale, it’s about building trust and creating a buzz, building an audience, etc. Sales usually follow within a few months but noooo, they want it NOW! The problem with a lot of people that approach me is that aside from making sales, they are not really sure what they want from SM. They don’t take the time to understand what it involves and seem to just want to do it because ‘everybody else is doing it’.
BTW, your advice about not giving it all away on the first date merits the number one spot on your list. I made that mistake with a deep pocketed internet giant only to discover from an inside source that they had hired someone in house and basically implementing my entire plan (and I worked so dam hard on it, I was so ‘hurt’).
My background with online marketing (10 long years) and as an SEO content writer has helped me a lot in making the transition from an online marketer to a Social Media agent for hire. I found it very easy to abandon the past modes of thought and approach marketing in this whole new exciting way; and I rarely get bored because, as you said, I tailor campaigns so they’re all unique; With every new client, I find that I’m full of fresh ideas and I’m always eager to take the bull by the horns. You’re absolutely right on number 2, if the product is a lame, no amount of SM will help. Give you an example: an American company approached me, they wanted an SM campaign to help them sell ice packs to British consumers. These were regular ice packs, nothing special, really… just another ice pack like the type you find in a school nurses freezer, you know those rectangular blue ones you’re usually tempted to bite into. Nevertheless, I think I came up with some very unique ideas, but at the end, they were frightened off by my price which I thought was more than fair, considering the amount of WORK I would have to do to convince Brits to buy these American made ice packs! Furthermore, they themselves were unsure why they wanted to market this product to Brits.
I’ve tapped into SM for real estate, which is proving to be quite a challenge.