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Verhandlungsvergabe mit TW nach UVgO

Liefer- / Dienstleistungsauftrag

135386

• elektronisch
  • ohne elektronische Signatur (Textform)
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Die Vergabeunterlagen stehen für einen uneingeschränkten und vollständigen direkten Zugang gebührenfrei zur Verfügung unter
https://www.evergabe-online.de/tenderdetails.html?id=442510

Vergabeunterlagen werden nur elektronisch zur Verfügung gestellt

04.03.2022 - 09:00 Uhr

German National Tourist Office Beijing launched its Weibo and WeChat in the early 2010s,
which are the most important social media channels in China. As the organization to promote
destination Germany, social media channels are important tools to reach the public and to do
branding (including but not limited to Sina Weibo, WeChat, Video platforms). Texts used for
social media collected and/or original written under the themes planned by GNTO. Pictures
used for social media must be select from GNTO’s datenbank to make sure the right of use.
Therefore, daily postings on Weibo (max.140 words & 9 pics) and weekly postings on WeChat
(no limits of text and pics) and postings on other social media platforms are heavy but creative
routine works of GNTO needed to be outsourced in China. Based on GNTO’s massive Content
Pool, the agency should be creative to draft postings with meaningful pictures to be attractive
to social media users and followers. Services included but not limited to:
Daily Postings
The agency is responsible for preparing and editing valuable content under various themes for
GNTO’s and Partners’ postings, as well as selecting pictures from DAM and Partners with authorized copyright according to plan. Posts must be prepared 1 week earlier and send to GNTO
for approval. The content should be creative, attractive and informational. The pictures selected
should be appropriate.
3-5 posts daily on weibo, include but not limited to plan and edit content, select
pictures;
2-4 posts weekly on B2C WeChat, include but not limited to plan and edit content,
select pictures;
- Weekly or monthly posts on video platforms (WeChat Video, IQIYI, Tencent,
Youku), if videos are provided.
Platforms and Community Operation
Platforms mentioned above needed to be operated by agency for interacting followers by answer comments, organizing lucky draw game, monitoring negative comments. For example,
quarterly themed interactive games are recommended for increase engagement rate for each
channel and fans community. Technical controlling of the backstage of social media channels
is also part of daily works to make sure all channels run well.
Report
Quartely report of each social media channels with data and trend analysis are mandatory.
Partner report, theme report and yearly project report needed to be submitted 1 month after the
project finished.

Hauptteil (1):

Werbe- und Marketingdienstleistungen (79340000-9)

Beijing, China