1. Social Customer Support Field notes from a Social Support Traveler Version 4 - finalFinal Brad Smith VP Global Support Experience TSIA Champions Summit Spring TSW – May 2011

2. Yahoo GSX Group Charter 2 Our goal: Make every customer support touch-point matter….

3. 3 Assisted Peer Support Collaboration Self-Help Self-Help Supt: emerging KPIs Increase of Activity (# of sessions & views) Increase of Success (case deflections) Increase of Efficiency (clicks to solution) Improved ratio of ‘New vs. Known’  ( CUSTOMER EXCEPTIONS ) Collaboration Supt: emerging KPIs Increase of Activity (# of Posts & Views) Increase of Success (case deflections) Increase of Growth (% active members) Improved customer engagement  Assisted Supt: emerging KPIs Decrease of assisted cases Increase of Knowledge Activity Increase of targeted proactive Chat Supt Improved ratio of ‘New vs. Known’  7m Tech Cases 260m Self-service Interactions 200m views & posts Future State Support Vision New focus on: Preemptive, Proactive, Reactive Social Customer Engagement Chat supt L1 Supt L3 Supt Tech Moderation Social Listening Posts 3

4. Real time coverage of outage events Listening for and engaging with customers about their issues or questions Alert up coming customer impact events Social Support Opportunity Map 4 Pro-Active Support Reactive Support Passive Engagement Passive Engagement Dynamic Engagement Dynamic Engagement Social 911 Social 511 Social 411 Self-help support Kiosk

5. 5 Assisted Social Engagement Self- Help Assisted Support 7M Tech Cases $1.05 per Email $5.20 per Chat Unassisted Support 240M Self Help Sessions $0.002 per Answer Social Support 4 US ‘Property’ Samples 190M Potential Network Reach $0.002 per Answer Social Engagement Vision New focus on: Preemptive, Proactive Customer Engagement Support Agents Social Listening Posts Type Social Mentions Negative Sentiment Potential for Social Engagement Target for Self Service (61%) Total Cost ($/Answer = $.002) Avg # of Twitter Followers Potential Network Reach Yahoo!5,067,32132.8%1,710,4711,043,387$2,086.77 163 190,078,261 Y! Mail308,73429.9%92,31156,310$112.629,178,457 Y! Account221,01428.4%62,65838,221$76.446,230,048 Y! Messenger229,66620.1%46,24028,206$56.414,597,619 Totals5,826,7351,166,124$2,332.25190,078,261 Servicing these 4 product lines on Twitter = potential reach of 190m/yr

6. Social Customer Journey to Support 6 Twitter Facebook Linked In Micro Blog Publications HELP! Account Locked out First Response or Last Resort? Customer Question Social Radar: Monitor Community Heath ID individuals in distress Automatically Listen – Filter - Analyze Capture ? ? ? ? Engage No Customer Engagement Triage Engage? Direct engagement – Bots? Contact Thank You Self-help Content Community Support Assisted Support Customer Survey: CSAT? Resolution Rate? Loyalty? Solve Issue & Survey Twitter Follower Facebook Fan Become a fan Twitter Facebook Linked In Micro Blog Publications Re-tweet Share Like Post Proactive Support Re-Broadcast Promote & Advocate

7. Many Stakeholders: Goal is to identify platform(s) to meet majority of listening needs to gain efficiencies Data InsightsGlobal CommsCustomer AdvocacyConsumer & Brand Marketing Product Marketing -Sentiment toward Yahoo! and competitors (AOL, Google, etc.) -Insights around CSAT -Sentiments around Mail (Yahoo! and competition), Search (Q2) & Media (Q3) -Consumer, media and b2b reputation scores -Media share vs. competitors -Media Influencers - Social media and blog efforts for brand -Internal comms -Analyst insights -Proactively find and help users in distress -Social support metrics & analytics -Voice of customer insights -Identification of Influencers - Service customer “How To?” and “Where to Go?” requests -Insights -Identification of Influencers -SOV and sentiment on marketing campaigns (across Colleen’s, Barbara’s and Louise’s teams) -Insights about adoption/concerns with key products such as Mail and Messenger -Identify consumer likes or dislikes about the competitive products 7

8. Radian 6Attensity 360:VirtuOzInQuiraFacebookSproutSocial Attensity 360JitterJam:InQuiraVirtuOzTweetdeckJitterJam netBaseRadian 6RightnowRightNowTwitterTweetdeck JitterJamTwitter SproutSocialSocialOomph TwitterJitterJamSeesmic Desktop SocialOomphTwitter Seesmic DesktopRadian 6 Social Support Engagement Tool Assessment How Automatable are these tools to handle interactions at scale? 8 Customer Engagement Triage 1)Who are you? (Klout) 2)What is your issue? (Fixable?) Social Radar: Monitor Community Heath ID individuals in distress Automatically Direct engagement – Bots? Monitor Support Re-Broadcast Self-help, community, or assisted support Listen – Filter - Analyze Engage? Contact Solve Issue & Survey Promote & Advocate Follow our Fans Become a fan Also evaluating: Jive Buzzient Lithium RightNow Social CX Visible Tech Also evaluating: Jive Buzzient Lithium RightNow Social CX Visible Tech Also evaluating: EPI Analytics Social Dynamyx Jive Buzzient Lithium RightNow Social CX Visible Tech Also evaluating: EPI Analytics Social Dynamyx Jive Buzzient Lithium RightNow Social CX Visible Tech

9. Social Support Future State 3 yr Roadmap 201120122013 Launch pilot for social support automation tool(s) for scalable support engagement Build out scalable, automated handling of Social 911, 411 and 511 interactions Expand social support eco-system into (EFIGS) Intls Expand Social listening posts utilizing netBase® social media monitoring tool Integrate social support process into new Yahoo! Help P2P Community Expand social support eco-system into other Intls Work with Social Marketing team to integrate Y! Help page into other social channels (Minty rollout & other properties) Integrate social support automation into RightNow® CRM Support system Build and train social support team in EMEA/APAC to manage social support eco-system Further define social metrics, collect & mine data into the Data Warehouse (Social & VOC) Integrate RSS feed from Inquira into social channels (top 10 articles) for proactive Help & increase social network ipV6 CA Help Initiative to proactively help customers avoid internet outages on June 8 th Open up Customer Support Kiosks on all Yahoo Facebook sites Integrate social plug-ins into other migrated Help properties (Tweet, Facebook Share/Like) Segment support services based on Facebook fan or Twitter Follower status 9

10. Questions?