RFP for Social Media Agency for SBI General Insurance

SBI General Insurance is seeking a Social Media Agency to support its online social media
initiatives. The agency will be expected to work directly with the company’s Marketing
Department to create and manage SBI General’s social media profiles, content and
campaigns.

Company Overview

SBI General Insurance Company Limited is a joint venture between the State Bank of
India and Insurance Australia Group (IAG). SBI owns 74% of the total capital and IAG the
remaining 26%.

SBI General follows a robust multi-distribution model encompassing Bancassurance,

Agency, Broking & Retail Direct Channels. Bancassurance is the major channel and will
continue to be so during the next few years.

SBI currently serves 3 key customer segments i.e. Retail Segment (catering to Individual
& Families), Corporate Segment (catering mid to large size Companies) and SME
Segment. In a short span, SBI General has emerged as one of the few General Insurance
companies in India to have a dedicated SME Team catering exclusively to the needs of
SME Segment. Current Policy offering of SBI General covers Motor, Health & Home
Insurance for Individuals and Fire, Marine, Package, Construction & Engineering, Group
Health, Group Personal Accident & Miscellaneous Insurance for Businesses.

Agency Scope

The objective of the Agency is to create and manage digital engagement for SBI General
on various social platforms. SBI General would like to see the following established as
part of its Social media Strategy:

 Create profiles for SBI General on Facebook, Twitter, LinkedIn and YouTube
 Create a Social media marketing strategy to drive qualified visits to SBI General
corporate website.
 Increasing the level of content engagement on social media mediums. Plan on
social campaigns to keep user based engaged and increase number of followers

  Assist in consolidating weekly and monthly content plans based on SBI General
inputs and advise on its placement on relevant social media platforms
 Identify and advise on new opportunities to continually improve the social media
presence. Provide reports on the amount and quality of content created and
provide recommendations for improvement of the on-line presence
 Keep track of competitors, their initiatives on social and other stakeholders that
may be relevant to SBI General.
 Advise on matters related to content and overall user experience of social media
sites
 Utilise blogging as a medium to reach out to customers and to create awareness
on General insurance. Reach out to influencers to network within their followers
on general Insurance
 SBI General would like to measure the number of people using the Social Media
platform, the number of posts or conversations engaged in and the number of
keywords tracked
 Agency is expected to monitor and manage online reputation. It is expected to
track negative sentiment and respond to negative opinions, complaints etc in real
time with appropriate responses.

Expected Activities and timeframes

The agency is expected to present both content and campaign calendar for 12-18
months. The plan should include strategies for linking content via an integrated
ecosystem e.g., connections between website, content and Social media channels. The
agency will provide analysis of metrics and recommendations for improvement on an
ongoing basis. On a frequent basis, the following is expected:

o Monthly and weekly content management plan

o Daily posts on Facebook and Twitter
o No of keywords tracked to analyse sentiment, competition, perception and
trends
o Weekly reports on the content posted, new supporters and followers acquired,
and expanded reach
o The agency would be expected to present on a monthly basis analysis of all
campaigns undertaken, status of promoted updates, competition campaigns,
sponsored posts and online adverts.
What are we looking for:

An agency with experience in working for the BFSI sector. We seek an agency that is
savvy in brand management, strategic in utilizing social media to improve
communications, and marketing.

Please provide us with answers to the following questions

o What is your approach to content in Social Media?
o What are your community management capabilities?
o Capabilities of the agency’s social media practices
o Overview of the people on the team who would be responsible for this
o Examples of copy created for Social Media platforms and what an editorial
calendar would look like. Examples of social media campaigns
o Provide a case study of your strategy work that resulted in a social media
initiative and the business results achieved.
o Outline your recommended SM strategy for SBI General
o Have you created and implemented comprehensive cross-channel and integrated
content plans that leverage SEO insights and tactics (including content line-ups,
editorial calendars, story arcs, etc.). Can you provide us with atleast two unique
case studies on the same
o Please provide your approach to measuring success. How do you leverage
metrics and analytics for optimization? Do you employ any unique measurement
tools?

Please make sure each proposal responds to the above questions through a power-
point presentation and also includes information on:
 Agency Profile
 Experience and role of staff members who will work on this account
 Process for managing account, including day-to-day interaction with client
 Reports, reviews and measurements that will keep program on track and help
justify investment to management
 Examples of strategic value that can be delivered through agency – beyond
simple program execution
 Agency’s social media management philosophy and approach
 Additional resources that the agency offers
 Suggested budget which includes billing and expense practices.
 Timeline and/or Project Plan
Agency will be evaluated as below:

S. No. Parameters Weightage

Last 3 years turnover
Team Size
Company Team Experience
1 20%
Credentials Overall clientele (with no. of Clients in BFSI sector)
Number of clients retained for more than 3 years
Rewards won for SMM campaigns
Strategy suggested
SBIG Coverage of RFP requirements
2 30%
requirement Team Allocated
Avg. experience of the Team allocated
3 Commercials 40%
Any additional
4 10%
value add

Reference Accounts

Three client references should be provided at the time of your presentation, including:
Current contact name, address, phone number and email.
For use by selection committee in evaluating presentations

Final submissions:

1. Proposals in sealed envelopes containing the above mentioned elements should

be submitted at the below address by 1800 Hrs on April 04, 2016. Please include
a soft copy on a CD as well.

2. Address
Corporate Communications
SBI General Insurance Company Ltd.
1st Floor, ‘Natraj’,
At the junction of Western Express Highway and Andheri-Kurla Road,
Andheri East, Mumbai – 400 069