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Yes! We’re Open:
The New Front Door for Customer Care
#SFsummit
Meet the Panelists
Liane
Weissenberger
Manager, Digital & Social Media
Communications
Eli Lilly @liane_w
Derek Homann
Manager of Social Support
LinkedIn
@dhomann
Beth Yehaskel
VP, Customer Success
Spredfast
@byehaskel
YOUR HOST TODAY:
2
#SFsummit
Session Agenda
• The State of Social Care Today
• Eli Lilly Case Study by Liane Weissenberger
• LinkedIn Case Study by Derek Homann
• Q&A
3
#SFsummit
The State of Social
Care Today
Beth Yehaskel
4
#SFsummit
Social Care is Not Optional
• Customers WILL use social to talk
about your business
• The public nature of social care means it
has to be seen as a marketing activity as
well as a care activity
5
#SFsummit 6
Why Doing Social Care
Right Matters
#SFsummit 7
Social Care is Growing
Increase of Social Messages
Needing a Response from a Brand
Q2 2014 to Q2 2015
#SFsummit
Social Care in a
Regulated Industry
Liane Weissenberger
8
#SFsummit 9
Lilly’s Social Care Mission
"Take what you find here and make
it better and better.”
COLONEL ELI LILLY
(1838-1898)
#SFsummit
Integration is Key
10
• Varying regulatory guidance
• Medical and privacy sensitivities
• Limited ability to discuss products
and medical information
• Pre-approved content
• Global and regional teams trained on
social care requirements
• Partnerships with subject matter
experts and offline support
SolutionsChallenges
#SFsummit 11
A Case Study: Insulin in Greece
#SFsummit
Social Care in a Regulated Industry
12
AfterDuringBefore
• Plan
• Monitor
• Be proactive
• Provide feedback
• Adjust
• Coordinate
• Report
• Reflect
• Adapt
#SFsummit
We Hear You!
How @LinkedInHelp Works
Derek Homann
Manager, Social Customer Support
13
#SFsummit
Social Support at a Social Company
• Intention is to meet users where they are
• We use Social for Marketing, Customer
Service should be no different
• Helps protect and build our brand
• Adds another lever for the product team to
evaluate when building products
14
#SFsummit
Our Social Support Operations
• 6 team members
• Primary support on LinkedIn, Twitter, FB
• Hours of Operation 6am-5pm Mon-Fri
• Respond to 3500-5500 posts per month
• Average response time of 1 hour or less
• Read through 90k+ posts per month
15
#SFsummit 16
Our Process
Create verbiage
for anticipated
questions/concerns
Identify
post(s) to
respond to
Attach labels
to our replies
and hit send
Report on
volume/sentiment
for the specific
event
#SFsummit 17
The Tale of the Teapot
Q&A Time
Derek Homann
LinkedIn
@dhomann
Liane Weissenberger
Eli Lilly
@liane_w

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Yes! we're open

  • 1. Yes! We’re Open: The New Front Door for Customer Care
  • 2. #SFsummit Meet the Panelists Liane Weissenberger Manager, Digital & Social Media Communications Eli Lilly @liane_w Derek Homann Manager of Social Support LinkedIn @dhomann Beth Yehaskel VP, Customer Success Spredfast @byehaskel YOUR HOST TODAY: 2
  • 3. #SFsummit Session Agenda • The State of Social Care Today • Eli Lilly Case Study by Liane Weissenberger • LinkedIn Case Study by Derek Homann • Q&A 3
  • 4. #SFsummit The State of Social Care Today Beth Yehaskel 4
  • 5. #SFsummit Social Care is Not Optional • Customers WILL use social to talk about your business • The public nature of social care means it has to be seen as a marketing activity as well as a care activity 5
  • 6. #SFsummit 6 Why Doing Social Care Right Matters
  • 7. #SFsummit 7 Social Care is Growing Increase of Social Messages Needing a Response from a Brand Q2 2014 to Q2 2015
  • 8. #SFsummit Social Care in a Regulated Industry Liane Weissenberger 8
  • 9. #SFsummit 9 Lilly’s Social Care Mission "Take what you find here and make it better and better.” COLONEL ELI LILLY (1838-1898)
  • 10. #SFsummit Integration is Key 10 • Varying regulatory guidance • Medical and privacy sensitivities • Limited ability to discuss products and medical information • Pre-approved content • Global and regional teams trained on social care requirements • Partnerships with subject matter experts and offline support SolutionsChallenges
  • 11. #SFsummit 11 A Case Study: Insulin in Greece
  • 12. #SFsummit Social Care in a Regulated Industry 12 AfterDuringBefore • Plan • Monitor • Be proactive • Provide feedback • Adjust • Coordinate • Report • Reflect • Adapt
  • 13. #SFsummit We Hear You! How @LinkedInHelp Works Derek Homann Manager, Social Customer Support 13
  • 14. #SFsummit Social Support at a Social Company • Intention is to meet users where they are • We use Social for Marketing, Customer Service should be no different • Helps protect and build our brand • Adds another lever for the product team to evaluate when building products 14
  • 15. #SFsummit Our Social Support Operations • 6 team members • Primary support on LinkedIn, Twitter, FB • Hours of Operation 6am-5pm Mon-Fri • Respond to 3500-5500 posts per month • Average response time of 1 hour or less • Read through 90k+ posts per month 15
  • 16. #SFsummit 16 Our Process Create verbiage for anticipated questions/concerns Identify post(s) to respond to Attach labels to our replies and hit send Report on volume/sentiment for the specific event
  • 17. #SFsummit 17 The Tale of the Teapot
  • 18. Q&A Time Derek Homann LinkedIn @dhomann Liane Weissenberger Eli Lilly @liane_w

Notes de l'éditeur

  1. 72% of consumers expect a response on social within 1 hour Companies doing social care right see about 20% higher revenue per contact Less than 20% of consumers recommend a non-responsive brand to a friend 85% of consumers believe the way a brand handles issues on their site on social channels is an indicator of their customer satisfaction and quality of support