Over the last 15 hours we had a lot of fun pulling together a quick/improvised response to Current Network’s call for agencies (via Twitter) to help them with their full service brand needs. Below, I document each of the steps we took and would love any feedback, additional ideas, dialogue regarding our approach.
Thursday, April 23rd 2009
1.) 4pm, OTO is made aware of The Current Network’s call for agencies via Twitter:
“This is a TwitteRFP for The Current Network. Searching for a full service ad agency partner,” wrote Jordan Kretchmer, vp of brand at Current.
2.) 4:15pm, OTO produces video Twitter response using 12seconds.TV:
Responding to @jkretch RFP on 12seconds.tv
3.) 9pm, Alerted by Jay Lozada via Facebook that David Armano re-tweeted an Adweek article on RFP response
RT @bmorrissey: wrote about why @jkretch at current network is using twitter in its search for an ad agency. http://bit.ly/I2Bhc.
4.) 11:30pm, Jeremi Karnell highlights initial RFP response via One to One Interactive’s WordPress Network in a blog post titled:
“One to One Interactive responds to first Twitter RFP using 12Second.TV”
Friday, April 24th 2009
5.) 12:00am, Jeremi Karnell sends Jordan Kretchmer a Friend Request via Facebook.
6.) 2:30am, Jordan Kretchmer accepts Facebook Friend Request. (Initial communications identifies that we both share some mutual friends)
7.) 6:30am, Jeremi Karnell @Replies to jkretch YouTube Video Intro of OTO (simply a fun Online Video Mashup we produced a couple years ago for an awards show):
@Jkretch The OTO Introduction (YouTube Style):http://tr.im/jAUZ
8.) 6:30am-8:00am, Jeremi Karnell @Replies to jkretch from 3 divisional twitter accounts links to relevant research and case studies:
Via OTOinsights: @Jkretch Some relevant research: http://tr.im/iNWL
Via OTOi: @Jkretch Some relevant digital marketing case studies: http://tr.im/jB3S
Via OTOlabs: @Jkretch Some disaggregated media examples from other content providers: http://tr.im/jB5g
9.) 8:30am, Informed via Jordan’s Twerbose post of the first round pics.
10) 10am, Published this post.
We never really expected to make it to the next round due to Current’s needs for traditional services that One to One currently does not possess. Regardless, we went though this exercise to get a better understanding of how one would go about pulling together a response in this emerging environment. I welcome any/all feedback to the steps detailed above. I also want to thank Jordan for affording us the opportunity to explore such a new approach to client/agency courting.
Jeremi Karnell
President, One to One Interactive
http://www.onetooneinteractive.com
Tags: Current Network, RFP, Social Media, twitter
