INDIAN INSTITUTE OF TECHN()LOGY, I{O()Rl(EE

ROORKEE-247667
No.1600000838/ MM-7/1JTRJ20 18-19/EOIlSociaJ MediaiSRICI (!) t Dated : 0'] - 0 4 -..< 0/9
Call for Expressions of Interest

(from Social Media Agency)

Indian institute of Technology (lIT), Roorkee invites expression of Interest (EOI) from

reputed Social Media Firms for Media service.

Please See the Annexure-A for Scope of Work, Agency reporting and monitoring I

measuring outcomes and Eligibility Criteria.

The firm should have minimum 3 years of experience of similar work in GOIlNon GOI

Deptt. etc. (As mentioned in Annexure-A). Documentary proof in this regard must be

attached.

The sealed Expression of Interest (EOI) with supporting required documents should reach

on or before 22-04-2019 by 17:00 hours on the following address:

Prof. Pravindra Kumar,

Associate Dean Corporate Interaction,

Office of SRIC

Indian Institute of Technology, Roorkee,

Roorkee-241667

The Expression of Interest will be opened on 23-04-2019 at 12.00 hours.

EOI sent by Telefax/Email will not be entertained.

fk~
Associate Dean (Corporate Interaction)
 EOI for the Service of Social Media Agency for IITR

Scope of Work:

1. Based on a comprehensive understanding of the target audience in thc different source markets
globally, the Social media agency will develop a detailed media strategy/Plan, content writing and
execution whh an optimal mix of social media that includes Linkedln, Twitter, Facebook, Quora,
Instagram, Wikipedia, Science Forums, and other popular social and social, media Platforms.

2. The Social Media Agency will help lIT Roorkee on various aspects relating to Social Media
Planning and execution including:
(i) An overview of the existing situation and an effective plans for Account updates and for promotion
Campaigns, based on availab,le market research analysis.
(i i) Identi fication of target priority markets, segments and audiences, rationale, approach, etc.
(iii) Scllection andl~nalization of Social Media platforms and other innovative social media, etc. in the
identified target markets, for inclusion in the Social Media Plans for the promotion Campaigns.
(iv) Product segmentation and use of appropriate creatives for the different markets and segments.
(v) Most appropriate schedules for release of campaigns in different markets.

3. The Social Media Agency will provide following on daily basis:

(i) Creative Content Writing- Variety of content per news Iink.
(ii) Tagging's for content.
(iii) Provide Cover/Header images monthly for twitter for various accounts with mix or recent activit ~ es.
(iv) Thrice per day agency needs to provide links which can be shared/Tweeted/retweeted from social
media accounts on daily basis (including holidays/Sundays).
(v) Response Analysis.
(vi) During festivals/Holidays/liT Roorkee Events or as an when required agency needs to provide
content in advance with images or videos (Non-copyrighted).
(vii) Format of Images/Videos
• Creative Images/videos
• Images/videos must have liT Roorkee logo with name at header.
• Images/videos of di1Terent sizes for difl'erent social media platforms.
• Video shoot highlighting Department/Events/labs etc. each per quarter.

4. The Social Media Agency will submit a campaign evaluation report to assess the Maximum reach
and impact of the campaign and to ascertain if the objectives of the Social Media Plans have becn
achieved. This report will be submitted by the agency within a period of 2 weeks of completion of
the Campaigns.

5. The Social Media Agency will plan and implement to i,ncrease I:ollowers, Traffic on various Social
Media accounts of 11'1' Roorkee .
6. The Social Media Agency will identify major international/national events which have the potential
for promoting and providing widespread visibility and reach to the liT Roorkee brand and will assist
in formulating an effective marketing plan to capitalize on such events.

7. The Social Media Agency will have regular interactions with the liT Roorkee, which at times may
be at short notice.

8. The Social Media Agency will interact with the offices of 11'1' Roorkee (by telephone/e-maillfax,
etc.), to obtain inputs relevant to the Social Media.

9. The Social Media Agency will provide assistance / consultation in activating / undertaking
promotional activities and advertising by the Ill' Roorkee in India and Overseas, as and when they
require with images and videos (ifneeded).

10. Any other activity relating to the Social Media and Social Media Strategy for which the liT Roorkee
may seek advice of the Social Media Agency.

11. All posts/tweet should be approved by 11'1' Roorkee before dissemination by the Social Media
agency.

12. The Social Media Agency must be available on call / requirement at liT Roorkee .
I

Agency reporting and monitoring / measuring outcomes

y The agency will work with the SRIC representative on a day-to-day basis for the above
activities.
)..- The agency will submit a weekly report on activities in progress, a monthly report, a monthly
plan and quarterly review with the Institute.
)..- The agency will submit a detailed analysis of the coverage garnered for the Institute in
national media and its impact on a monthly, quarterly and annual basis.

Eligibility Criteria of the Social Media Agency:

• Minimum 3 years' experience in the field of Social Media Management and should
have experience in the field to Government or Non-Government
Departments/organizations/ PSUs/ State Govt. / organizations, Academic or Non­
Academic Departments/organizations etc. Documentary proof in this regard
should be attached.
• The eligibility criteria should be sufficiently supported with all relevant documentary
evidences.

• The agency is expected to provide a brief plan presentation of action as how the
agency will achieve the desi red obj ectives.