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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:
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Session Agenda
• The State of Social Care Today
• Eli Lilly Case Study by Liane Weissenberger
• LinkedIn Case Study by Derek Homann
• Q&A
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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
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Lilly’s Social Care Mission
"Take what you find here and make
it better and better.”
COLONEL ELI LILLY
(1838-1898)
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Integration is Key
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• 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
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Social Care in a Regulated Industry
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AfterDuringBefore
• Plan
• Monitor
• Be proactive
• Provide feedback
• Adjust
• Coordinate
• Report
• Reflect
• Adapt
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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
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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
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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
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