SR 08-23-2022 5L
City Council
Report
City Council Meeting: August 23, 2022
Agenda Item: 5.L
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To: Mayor and City Council
From: David White, City Manager, City Manager's Office, Office of Communications
Subject: Approval of Third Modification of Agreement #4268 with Hootsuite for Social
Media Management Software
Recommended Action
Staff recommends that the City Council authorize the City Manager to negotiate and
execute a modification to agreement #4268 (SAAS) with Hootsuite Media, Inc. in an
amount of $195,755 for software and tools to manage dozens of social media pages,
protect account security and provide accurate and timely information to the Santa
Monica community for the City Manager’s Office. This recommended award is made as
an exception to the competitive bidding process pursuant to Section 2.24.250 (a-i) and
will result in an amended 11-year agreement with a new total amount not to exceed
$427,250 with future year funding contingent on Council budget approval.
Summary
Hootsuite is commonly recognized as the industry standard for social media
management and enables staff to centralize management of the City's multiple social
media accounts, including Facebook, Twitter, and Instagram. The platform has been an
integral part of the City’s social media management since 2016 and is currently used to
schedule and manage City social media content by over 25 City users across multiple
departments. The centralized management structure allows for a streamlined workflow
for approval and content posting, saving valuable staff time in all departments, while
also allowing City departments to respond to community questions. Additionally,
Hootsuite's advanced analytics capabilities that track impressions, engagements,
sentiments, etc. help the City reach more of our constituents with important
messaging. Staff have used Hootsuite since 2016, migrating City accounts and stats to
a different platform would prove burdensome. Hootsuite has agreed to pricing for the
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City for the next five years. Staff, therefore, recommends extending the existing
agreement for that term.
Discussion
The City’s agreement with Hootsuite was first executed in 2016 and was renewed in
2018 and 2020. Over the past six years, Hootsuite has been an essential tool in our
efforts to consolidate the City’s social media accounts and speak with our constituents
in one unified voice. Following the initial lift of training staff users and integrating the
original 150 social media accounts onto the platform, Hootsuite now seamlessly
facilitates thousands of City social media posts each year. In recent years, it has proven
essential to the City’s communication efforts during the Covid-19 Pandemic, the 2020
Uprisings, and other high-stress events where quick and consistent communication has
been crucial.
Vendor Selection
Exception to Competitive Bidding
Staff recommends Hootsuite Corporation to furnish and deliver/provide social media
management tools and software as an exception to competitive bidding per Muni Code
2.24.250 (b).
b. when a good or service is copyrighted, patented or only available form one license
holder, including, proprietary goods, original equipment manufacturers and/or
exclusive distributors.
Vendor Justification
The City began use of Hootsuite in 2016 and it is now the implemented solution to
manage the City’s 60+ social media accounts and over 25 staff are trained on the
software and use it regularly. This consolidation allowed the City to ensure key
information and messages reached the broadest possible audience, increased
consistency of messages across channels, minimized liability, and increased
cooperation between departments on outreach efforts. The centralized management
structure has allowed for a streamlined workflow for content approval and posting;
saving valuable staff time in all City departments. Hootsuite has advanced analytics
capabilities that track impressions, engagements, sentiments, spikes in performance,
trends, etc. Additionally, Hootsuite has integration capabilities with other
communications platforms to leverage the City’s outreach capabilities. For this reason,
staff seeks to make this procurement as an exception to the competitive process under
Santa Monica Municipal Code 2.24.250 section because Hootsuite is a proprietary
software only available through them.
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For the past two modifications, Finance has approved sole source authorization to
renew the agreement, and staff is requesting an exemption from the competitive
process for this modification as well. Staff had previously conducted an informal
solicitation for bids at the beginning of our agreement with Hootsuite and determined
that Hootsuite was the most affordable platform available. In addition to Hootsuite’s
affordability, the platform offers advanced features specific to government social media
management not found in other platforms. Furthermore, due to limited staff capacities
and the extra demands being made on communication resources from the ongoing
realities of Covid-19, identifying a new platform, migrating accounts, and training staff
would be infeasible.
Financial Impacts and Budget Actions
Staff seeks authority to approve funding from the General Fund to increase the amount
of a contract with Hootsuite Media, Inc. for social media management, scheduling, and
analytics platform. Future year funding is contingent on Council budget approval.
Contract Modification Request
Agreement #
Current
Authorized
Amount
FY 2022/23
Budget
Modified Request
Amount
Future Year
Modification
Request
Amount
FY 2022-23 Budget
Dept/CIP Account #
Total Revised
Contract
Amount
4268 $238,500 $39,151 $156,604 01200010.550010 $434,255
Prepared By: Constance Farrell, Acting Chief Communications Officer
Approved
Forwarded to Council
Attachments:
A. Hootsuite CT#4268 Original Agreement
B. Hootsuite CT#4268 1st Modification
C. Hootsuite - CT#4268 2nd Modificaiton
D. 2022 Hootsuite Oaks Initiative Signed
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5.L.a
Packet Pg. 119 Attachment: Hootsuite CT#4268 Original Agreement (5291 : Modify Agreement with Hootsuite for Social Media Management)
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Packet Pg. 120 Attachment: Hootsuite CT#4268 Original Agreement (5291 : Modify Agreement with Hootsuite for Social Media Management)
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Packet Pg. 121 Attachment: Hootsuite CT#4268 Original Agreement (5291 : Modify Agreement with Hootsuite for Social Media Management)
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Packet Pg. 122 Attachment: Hootsuite CT#4268 Original Agreement (5291 : Modify Agreement with Hootsuite for Social Media Management)
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Packet Pg. 123 Attachment: Hootsuite CT#4268 Original Agreement (5291 : Modify Agreement with Hootsuite for Social Media Management)
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Packet Pg. 124 Attachment: Hootsuite CT#4268 Original Agreement (5291 : Modify Agreement with Hootsuite for Social Media Management)
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Packet Pg. 125 Attachment: Hootsuite CT#4268 Original Agreement (5291 : Modify Agreement with Hootsuite for Social Media Management)
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Packet Pg. 126 Attachment: Hootsuite CT#4268 Original Agreement (5291 : Modify Agreement with Hootsuite for Social Media Management)
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Packet Pg. 127 Attachment: Hootsuite CT#4268 Original Agreement (5291 : Modify Agreement with Hootsuite for Social Media Management)
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Packet Pg. 128 Attachment: Hootsuite CT#4268 Original Agreement (5291 : Modify Agreement with Hootsuite for Social Media Management)
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Packet Pg. 129 Attachment: Hootsuite CT#4268 Original Agreement (5291 : Modify Agreement with Hootsuite for Social Media Management)
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Packet Pg. 130 Attachment: Hootsuite CT#4268 Original Agreement (5291 : Modify Agreement with Hootsuite for Social Media Management)
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Packet Pg. 131 Attachment: Hootsuite CT#4268 Original Agreement (5291 : Modify Agreement with Hootsuite for Social Media Management)
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Packet Pg. 132 Attachment: Hootsuite CT#4268 Original Agreement (5291 : Modify Agreement with Hootsuite for Social Media Management)
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Packet Pg. 133 Attachment: Hootsuite CT#4268 Original Agreement (5291 : Modify Agreement with Hootsuite for Social Media Management)
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Packet Pg. 134 Attachment: Hootsuite CT#4268 Original Agreement (5291 : Modify Agreement with Hootsuite for Social Media Management)
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Packet Pg. 135 Attachment: Hootsuite CT#4268 1st Modification (5291 : Modify Agreement with Hootsuite for Social Media Management)
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Packet Pg. 136 Attachment: Hootsuite CT#4268 1st Modification (5291 : Modify Agreement with Hootsuite for Social Media Management)
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Packet Pg. 137 Attachment: Hootsuite CT#4268 1st Modification (5291 : Modify Agreement with Hootsuite for Social Media Management)
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Packet Pg. 138 Attachment: Hootsuite CT#4268 1st Modification (5291 : Modify Agreement with Hootsuite for Social Media Management)
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Packet Pg. 139 Attachment: Hootsuite CT#4268 1st Modification (5291 : Modify Agreement with Hootsuite for Social Media Management)
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Packet Pg. 140 Attachment: Hootsuite CT#4268 1st Modification (5291 : Modify Agreement with Hootsuite for Social Media Management)
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Packet Pg. 141 Attachment: Hootsuite CT#4268 1st Modification (5291 : Modify Agreement with Hootsuite for Social Media Management)
DocuSign Envelope ID: 5304B25A-7E74-4FEF-B42F-129C4C156644
7/22/2020
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Packet Pg. 142 Attachment: Hootsuite - CT#4268 2nd Modificaiton (5291 : Modify Agreement with Hootsuite for Social Media Management)
DocuSign Envelope ID: 5304B25A-7E74-4FEF-B42F-129C4C156644
George Cardona
Interim City Attorney
7/22/2020
SVP, Finance
Ric Leong
7/22/2020
Hootsuite Inc.
Interim City Manager
Lane Dilg
7/24/2020
7/24/2020
Denise Anderson-Warren
City Clerk
5.L.c
Packet Pg. 143 Attachment: Hootsuite - CT#4268 2nd Modificaiton (5291 : Modify Agreement with Hootsuite for Social Media Management)
DocuSign Envelope ID: 5304B25A-7E74-4FEF-B42F-129C4C156644
5.L.c
Packet Pg. 144 Attachment: Hootsuite - CT#4268 2nd Modificaiton (5291 : Modify Agreement with Hootsuite for Social Media Management)
DocuSign Envelope ID: 5304B25A-7E74-4FEF-B42F-129C4C156644
5.L.c
Packet Pg. 145 Attachment: Hootsuite - CT#4268 2nd Modificaiton (5291 : Modify Agreement with Hootsuite for Social Media Management)
DocuSign Envelope ID: 5304B25A-7E74-4FEF-B42F-129C4C156644
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Packet Pg. 146 Attachment: Hootsuite - CT#4268 2nd Modificaiton (5291 : Modify Agreement with Hootsuite for Social Media Management)
CITY OF SANTA MONICA
OAKS INITIATIVE NOTICE
NOTICE TO APPLICANTS, BIDDERS, PROPOSERS
AND OTHERS SEEKING DISCRETIONARY PERMITS, CONTRACTS,
OR OTHER BENEFITS FROM THE CITY OF SANTA MONICA
Santa Monica’s voters adopted a City Charter amendment commonly known as
the Oaks Initiative. The Oaks Initiative requires the City to provide this notice and
information about the Initiative’s requirements. You may obtain a full copy of the Initiative’s
text from the City Clerk.
This information is required by City Charter Article XXII—Taxpayer Protection. It
prohibits a public official from receiving, and a person or entity from conferring, specified
personal benefits or campaign advantages from a person or entity after the official votes,
or otherwise takes official action, to award a “public benefit” to that person or entity. The
prohibition applies within and outside of the geographical boundaries of Santa Monica.
All persons or entities applying or receiving public benefits from the City of Santa
Monica shall provide the names of trustees, directors, partners, and officers, and names
of persons with more than a 10% equity, participation or revenue interest. An exception
exists for persons serving in those capacities as volunteers, without compensation, for
organizations exempt from income taxes under Section 501(c)(3), (4), or (6), of the
Internal Revenue Code. However, this exception does not apply if the organization is a
political committee or controls political committees. Examples of a “public benefit” include
public contracts to provide goods or services worth more than $25,000 or a land use
approval worth more than $25,000 over a 12-month period.
In order to facilitate compliance with the requirements of the Oaks Initiative, the City
compiles and maintains certain information. That information includes the name of any
person or persons who is seeking a “public benefit.” If the “public benefit” is sought by an
entity, rather than an individual person, the information includes the name of every person
who is: (a) trustee, (b) director, (c) partner, (d) officer, or has (e) more than a ten percent
interest in the entity. Therefore, if you are seeking a “public benefit” covered by the Oaks
Initiative, you must supply that information on the Oaks Initiative Disclosure Form. This
information must be updated and supplied every 12 months.
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Packet Pg. 147 Attachment: 2022 Hootsuite Oaks Initiative Signed (5291 : Modify Agreement with Hootsuite for Social Media Management)
CITY OF SANTA MONICA
OAKS INITIATIVE DISCLOSURE FORM
In order to facilitate compliance with the requirements of the Oaks Initiative, the City
compiles and maintains certain information. That information includes the name of any
person or persons who is seeking a “public benefit.” If the “public benefit” is sought by
an entity, rather than an individual person, the information includes the name of every
person who is: (a) trustee, (b) director, (c) partner, (d) officer, or has (e) more than a ten
percent interest in the entity.
Public benefits include:
1. Personal services contracts in excess of $25,000 over any 12-month period;
2. Sale of material, equipment or supplies to the City in excess of $25,000 over a 12-
month period;
3. Purchase, sale or lease of real property to or from the City in excess of $25,000
over a 12- month period;
4. Non-competitive franchise awards with gross revenue of $50,000 or more in any
12-month period;
5. Land use variance, special use permit, or other exception to an established land
use plan, where the decision has a value in excess of $25,000;
6. Tax “abatement, exception, or benefit” of a value in excess of $5,000 in any 12-
month period; or
7. Payment of “cash or specie” of a net value to the recipient of $10,000 in any 12-
month period.
Name(s) of persons or entities receiving public benefit:
Name(s) of trustees, directors, partners, and officers:
Name(s) of persons with more than a 10% equity, participation, or revenue interest:
Prepared by: ____________________________Title: __________________________
Signature: ______________________________________ Date: ________________
Email: ____________________________________ Phone: ____________________
FOR CITY USE ONLY:
Bid/PO/Contract # ____________________________ Permit # ___________________________
Melissa Murray Bailey Chief Revenue Officer
2 AUG 2022
N/A N/A
Hootsuite Inc.
Information about Hootsuite's officers is available here: www.hootsuite.com/about/leadership and about Hootsuite's
directors here: www.ic.gc.ca/app/scr/cc/CorporationsCanada/fdrlCrpDtls.html?
corpId=8549729&V_TOKEN=1533121342319&crpNm=hootsuite%20inc&crpNmbr=&bsNmbr=
Hootsuite is a privately held company and as such, we are unable to disclose financial
information.
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Packet Pg. 148 Attachment: 2022 Hootsuite Oaks Initiative Signed (5291 : Modify Agreement with Hootsuite for Social Media Management)