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

2 1.Define Objectives 2.Define Business Requirements 3.Issue RFI Analyze Narrow Field 4.Issue RFP Analyze Select Vendor 5.Contract Negotiations 6.Trial 7.Roll Out to Field 7 Steps to Selecting a Vendor Real World Example from AT&T How to Select an Enterprise Class Social Media Monitoring Vendor

3 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 AT&T Experience - Define Objectives Key Considerations – AT&T had 4+ Social Media Monitoring Vendors being hosted by different divisions at a significant cost

4 RFI Vendors Evaluated: AT&T Experience - Issue RFI & Narrow Field Key Considerations – Alterian IncAttensity CorporationBiz360, Inc. ClarabridgeCollective IntellectConverseon, Inc. Crimson HexagonDow Jones, Inc.eVolve24 Radian6 TechnologiesInfogroup IncJD Power MSLookingGlassNetworked InsightsNetRatings, (Nielsen) RightNow TechnologiesSalesforce.comSAS Institute Inc. (SAS) Sysomos IncVisible TechnologiesCymfony 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

5 AT&T Experience - Issue RFI & Narrow Field 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 Field Narrowed To: Vendor TOTALS (ALL) Total Possible Points 160 Total Points Scored Average of Scores Ratio of Total Points Scored to Total Possible Points 69%52%0%48%68% DATA FOUNDATIONS Ratio of Total Points Scored to Total Possible Points 72%56%0%44%66% DATA SERVICES AND ANALYSIS Ratio of Total Points Scored to Total Possible Points 45%30%0%45%40% APPLICATION Ratio of Total Points Scored to Total Possible Points 80%52%0%44%72% VENDOR RELATIONSHIP Average of Scores 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 Sample Questions 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 – Enterprise Solution in 2011Vendor 1Vendor 2Vendor 3Vendor 4 Total Cost Pricing Breakout full time analyst development and integration licensing professional services Pricing Considerations Sample Pricing 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) 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)

7 AT&T Experience – Timeline & Results 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% Internal Testimonial Sent: Friday, April 08, :44 AM Subject: 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. Staffing Care Employees to Meet Demand 27 Employees 23 Agents (22 working at a time) 4 managers 5 open headcount Timeline Oct 2009: Identified possible need for new vendor Q – 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

8 1.Define Objectives 2.Define Business Requirements 3.Issue RFI Analyze Narrow Field 4.Issue RFP Analyze Select Vendor 5.Contract Negotiations 6.Trial 7.Roll Out to Field 7 Steps to Selecting a Vendor Resources All materials developed from AT&T documentation and discussions. Not to be distributed without prior written consent of Bill Higbee