The document outlines a panel discussion at the #sfsummit regarding the evolving role of social media in customer care, featuring case studies from Eli Lilly and LinkedIn. It emphasizes the importance of social care as both a marketing and customer service function, particularly in regulated industries. Key topics include the integration of social care practices, the rise in customer inquiries via social media, and the operational processes employed by companies to manage social support effectively.

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:
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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
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4. #SFsummit
The State of Social
Care Today
Beth Yehaskel
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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
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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
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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)

10. #SFsummit
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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A Case Study: Insulin in Greece

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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

13. #SFsummit
We Hear You!
How @LinkedInHelp Works
Derek Homann
Manager, 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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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
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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

17. #SFsummit 17
The Tale of the Teapot

18. Q&A Time
Derek Homann
LinkedIn
@dhomann
Liane Weissenberger
Eli Lilly
@liane_w