Yes! We’re Open: The New Front Door for Customer Care
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Meet the PanelistsLiane WeissenbergerManager, Digital & Social Media CommunicationsEli Lilly @liane_w
Derek HomannManager of Social SupportLinkedIn@dhomann
Beth YehaskelVP, Customer SuccessSpredfast@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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The State of Social Care Today
Beth Yehaskel
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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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Why Doing Social Care Right Matters
#SFsummit 7Social Care is Growing
Increase of Social Messages Needing a Response from a BrandQ2 2014 to Q2 2015
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Social Care in a Regulated Industry
Liane Weissenberger
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#SFsummit 9Lilly’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
• 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 11A Case Study: Insulin in Greece
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Social Care in a Regulated IndustryAfterDuringBefore
• Plan • Monitor
• Be proactive• Provide feedback• Adjust • Coordinate
• Report• Reflect • Adapt
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We Hear You! How @LinkedInHelp Works
Derek HomannManager, Social Customer Support
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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
#SFsummit 16Our 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 17The Tale of the Teapot
Q&A TimeDerek Homann
LinkedIn@dhomann
Liane WeissenbergerEli Lilly
@liane_w