Selecting an Enterprise Class Social Media Monitoring Vendor

1. Selecting an Enterprise Class Social Media Monitoring Vendor Bill Higbee April 12, 2011

2. How to Select an Enterprise Class Social Media Monitoring Vendor 7 Steps to Selecting a Vendor • Define Objectives • Define Business Requirements • Issue RFI • Analyze • Narrow Field • Issue RFP • Analyze • Select Vendor • Contract Negotiations • Trial • Roll Out to Field Real World Example from AT&T

3. AT&T Experience - Define Objectives Key Considerations – • AT&T had 4+ Social Media Monitoring Vendors being hosted by different divisions at a significant cost Initial Primary Objective: Recommend a limited number of social monitoring and engagement tools that meet eComm’s requirements • Use a consolidated platform for VOC and User Generated Media data across the organization • Monitor conversations for specific areas or topics of interest • Determine current sentiment of topics for comparative purposes to identify areas of concern and excellence for AT&T stakeholders. • Facilitate direct customer engagement within social channels. • Track and manage social media workflow (including Service, Support and Sales) • Identify areas of AT&T opportunity within conversations • Determine the effect of campaigns, projects or programs whether they occur in social channels or not

4. AT&T Experience - Issue RFI & Narrow Field Key Considerations – • Social Media Monitoring is early in product lifecycle maturity • Few companies operate at an enterprise level for social monitoring • No vendor currently has “everything” to meet changing enterprise needs RFI Vendors Evaluated:

5. AT&T Experience - Issue RFI & Narrow Field Sample Questions • Overview of sources monitored (e.g. Twitter, Facebook, Blogs, etc) • Technical ability to ensure clean data, eliminate duplicates, etc • Partnerships with other tools (e.g. tracking tools such as Omniture) • SLA’s and support model • Pricing model • Specific functionality evaluation: • Online secure access with reporting, dashboards, etc • Topic evaluation, sentiment, influence • Engagement tool to interact with customers (e.g. respond to online statements) • Custom alerts around hot topics and track further posts Field Narrowed To: • Attensity / Biz360, Inc. • Cymfony • eVolve24 • NetRatings, (Nielsen) • Radian6 • SAS Institute Inc. (SAS) • Sysomos Inc • Visible Technologies Sample Analysis (no vendor in particular)

6. AT&T Experience - Issue RFP & Select Vendor Key Considerations – • Remaining vendors asked to complete RFP Questionnaire w/ 10 scenarios • 4 vendors passed and scored for final analysis • Scoring supplied by various business units (Care, eComm Strategy, eComm Sales, Market Research, Public Affairs) Pricing Considerations • Number of Licenses, Topics included, etc • Tool for creating advance and ad-hoc reporting • Data feed to AT&T to store on AT&T’s systems (e.g. raw data, meta-data such as sentiment, etc) • Professional Services (training, education on social media monitoring, etc) • Full-Time Analyst embedded at AT&T for policy creation, education, report creation and requirements gathering (not an account manager) Sample Pricing

7. AT&T Experience – Timeline & Results • Timeline • Oct 2009: Identified possible need for new vendor • Q1 2010 – Need solidified. Demand exceeded capabilities (e.g. packet loss) • Began: Feb 2010 • RFI Development: March 2010 • RFI Distributed: Mid March 2010 • RFP Distributed: May • Preferred Vendor Selected • In Progress • Contract Negotiations • Trial • Enterprise Roll-Out • Internal Testimonial • Sent: Friday, April 08, 2011 8:44 AMSubject: Attensity360 Monitoring Tool - Update from Consumer Social Media Customer Service • Effective 4/1/11 we started using just Attensity360 as our monitoring tool and we are no longer using (previous vendor) • We are seeing an increase in actionable items in the tool as compared to (previous vendor).  Our Monday, Wednesday & Friday volume has increased by over 40%. • The team finds the tool to be much more user friendly and efficient. • We are still working with Attensity360 on several enhancements but the first week has been positive & I wanted to share the news. Return on Investment (ROI) • Ongoing analysis to be conducted. Initial results: • 50% in cost savings • Increase in users by 200% • Increase in Care Cases by 30% • Increase in Content by 30% • Staffing Care Employees to Meet Demand • 27 Employees • 23 Agents (22 working at a time) • 4 managers • 5 open headcount

8. 7 Steps to Selecting a Vendor • Define Objectives • Define Business Requirements • Issue RFI • Analyze • Narrow Field • Issue RFP • Analyze • Select Vendor • Contract Negotiations • Trial • Roll Out to Field Resources All materials developed from AT&T documentation and discussions. Not to be distributed without prior written consent of Bill Higbee