RSSB digital engagement: content and social media strategy

Tender description

Why the Work is Being Done RSSB's digital platforms and digital channels are crucial for engaging with our Members and the wider rail industry. However, recent reviews have shown that RSSB’s digital engagement can be improved in several areas. To address this issue, three priority streams of work have been identified. The first stream is to develop a content strategy to guide how RSSB creates, structures and publishes online content. The second stream is to develop a social media strategy to promote new and existing content. The third stream is to develop an optimisation strategy to improve several key pages and site navigation on www.rssb.co.uk. Problem to Be Solved Member feedback and statistics from web and social media analytics show that engagement with RSSB online products and services can be improved in several areas. This work seeks to develop strategies to improve engagement with RSSB digital platforms. Who Are the Users As an RSSB Member, I need to be able to find information that is relevant to me, I need to understand what tools I can use, I need to be aware of the activities that RSSB are undertaking and I need to understand how I can engage with RSSB so that I can use RSSB outputs and knowledge to support me in my role. Early Market Engagement Not applicable Work Already Done A previous item of work on Improving Membership Engagement with RSSB Products and Services was completed by Nomensa Ltd. This work sought advice on how the delivery and quality of RSSB online content can be refined and then promoted to increase member engagement. From this previous work, RSSB have now uncovered three priority areas for improvement: a content strategy, a social media strategy and an optimisation strategy. Existing Team The supplier will work with the RSSB digital team. The supplier will also liaise with content owners from the wider business to understand what content is available, what processes are in place and what governance relates to our content. The supplier may need to liaise with external RSSB stakeholders where there is a need to better understand user requirements. Current Phase Not applicable Work Location Mixed offsite/remote and onsite work. Onsite workshops, review of findings and analysis at RSSB's offices, The Helicon, 1 South Place, Moorgate, London EC2M 2RB. Working Arrangments The supplier will interview key RSSB personnel to understand current processes and procedures. This could include individuals who create and manage content, IT personnel and communications managers. The supplier will run one or more workshops to identify areas of priority and to plan activities. The supplier must work collaboratively with RSSB so that the organisation buys into changes and new processes become quickly embedded in the organisation. Much of the interaction can take place via remote working or using online tools. Also, it is envisaged the supplier would provide some resource on site. Security Clearance Not applicable. All information should be kept confidential. Additional T&Cs The supplier must provide a fixed price for the work. Please provide a payment schedule which is based on delivery of work as per the requirements. Skills & Experience Significant experience in user-centred design applied to websites and online tools - PASS/FAIL Expert understanding in psychology, human factors and applying these to online products and services - PASS/FAIL Expert technical understanding of web content delivery, content management systems, single sourcing, metadata and workflows - PASS/FAIL Expert understand of writing for the web, including tone of voice, reader engagement and content structuring - PASS/FAIL Expert understanding of web and social analytics and strategies to improve web engagement - PASS/FAIL Expert technical understanding of social networking, social media platforms and developing social media presence - PASS/FAIL Experience of working with a Member-based organisations and the GB rail industry - PASS/FAIL Availability fo resources to start work from 01 April 2017 - PASS/FAIL Nice to Haves Knowledge and experience of enterprise content management approaches for designing content for reuse and publication across multiple channels and formats Topic based authoring / structured authoring technologies and techniques No. of Suppliers to Evaluate 3 Proposal Criteria Sound methodology proposed for developing the three work streams as identified in Why the work is being done – 15 points Proposal clearly identifies how the strategies developed can measurably improve user engagement - 15 points The proposal provides adequate allocation of appropriate resources against deliverables and includes a credible plan for delivering successful outcomes to time, quality and cost – 10 points The proposal has identified risks and proposed to effective management and mitigation – 5 points The work must be completed between 01 April and 31 July 2017 - 5 points Cultural Fit Criteria Works using an agile methodology that uses iterative methods of delivery that can incorporate changes in priority - 5 points Provides a sound strategy on how to engage and motivate RSSB staff so they will understand and engage with future changes - 5 points Provides information on how the supplier's team will interact and collaborate with the RSSB digital team - 5 points Supplier provides information on how the culture of their organisation will support us in achieving our goals – 5 points Payment Approach Fixed price Assessment Method Written proposal Work history Reference Evaluation Weighting Technical competence 50% Cultural fit 20% Price 30% Questions from Suppliers Budget range our budget for this work is £75,000 (maximum).