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Canary in the corporation: Leveraging social media analytics for a companywide early alert system, presented by Riddhi Trivedi-St. Clair

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In her Brands-Only Summit Pre-Conference presentation, Express Scripts' Riddhi Trivedi-St. Clair explains how their corporate communications team drove organizational change by effectively packaging social analytics for senior executives.

She talks about she helped benchmark the company performance, define the parameters of a social CRM program, and secure resources for a dedicated operational team.

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Canary in the corporation: Leveraging social media analytics for a companywide early alert system, presented by Riddhi Trivedi-St. Clair

  1. 1. Canary in the corporation: Leveraging social media analytics for a companywide early alert system RIDDHI TRIVEDIST. CLAIR EXPRESS SCRIPTS OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
  2. 2. Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved. 1 Canary in the Corporation: Leveraging social analytics for a companywide early alert system Riddhi Trivedi-St. Clair Senior Manager, Corporate Communications
  3. 3. Who is Express Scripts? Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved. $104 Billion 2013 REVENUE NO. 20, FORTUNE 500 and Proprietary Information 2 Express Scripts Holding Company. All Rights Reserved. 1.4 Billion PRESCRIPTIONS PER YEAR 90 Million MEMBERS 3,500 CLIENTS 30,000 EMPLOYEES National Leader in Pharmacy Benefits
  4. 4. Where We Wanted To Be • Have a strong, positive brand in social • Play defense effectively • Monitor, measure, analyze; benchmark performance • Gain buy-in, resources Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved. 3 SOCIAL MEDIA SUPER HEROES?
  5. 5. Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved. 4 Where We Were LAB.EXPRESS-SCRIPTS.COM
  6. 6. Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved. 5 Where We Were: The Challenge Primarily B2B • End User has limited brand familiarity Highly Regulated Industry • Need to protect patient health information In An Increasingly Social World • Member has issue, takes to social, sees other complaints Where is Express Scripts • No active social presence to assist patients
  7. 7. Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved. 6 Real Time Alert: • Member was running low on medication • Posted a negative tweet Appalled @ExpressScripts HOW can you support #Accredo when they FAIL at delivering MUST HAVE meds to @livinlime #TeamMarie
  8. 8. Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved. 7 Real Time Alert: • Member was running low on medication • Posted a negative tweet • Her followers syndicated 3 HOURS, 433 POSTS, 7 MILLION USERS
  9. 9. • Mobilized key stakeholders across the company • Quickly developed plan to locate and deliver the medications • Whatever it took: charter plane on the ready • Off-duty pharmacist hand-delivered medication to the patient’s door Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved. 8 Real Time Response: MEET THE BUSINESS PURPOSE
  10. 10. Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved. 9 The Role of the Canary • Identify potential issues • Triage them quickly • Prevent a crisis An early alert system
  11. 11. Measurement and Metrics Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved. 10 • Patients and prescriptions, not influencers and Klout scores • Benchmark issues, resolutions • Streamlined, customized reports SPEAKING THEIR LANGUAGE
  12. 12. SOCIAL MEDIA SCORECARD SHARE OF VOICE SENTIMENT 13% Positive and Neutral Negative Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved. 11 POSITIVE #% Proactive efforts by corporate communications drove positive coverage including: Posts about Lorem ipsum dolor sit amet Consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et NEUTRAL ##% • Posts about adipisicing elit, sed do eiusmod tempor incididunt ut labore et • Duis aute irure dolor in reprehenderit in in voluptate velit esse NEGATIVE ##% • Customer issues included eiusmod tempor incididunt u • Consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et 33% 27% 20% 7% ### POSTS AUDIENCE FOR EXPRESS SCRIPTS ### ### Date EXPRESS SCRIPTS COMPANY A COMPANY B COMPANY C COMPANY D INDUSTRY COVERAGE • Coverage was driven by posts about consectetur adipisicing elit • sed do eiusmod tempor incididunt ut labore et Duis aute irure dolor in
  13. 13. Root cause analysis Cross-functional center for social excellence Ad-hoc monitoring beyond member service Additional funding for industry mapping Operational support for Social CRM program Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved. 12 Making Strategic Strides Resources for real-time monitoring Leverage Proactive Efforts
  14. 14. Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved. 13 Our Goal 24/7 monitoring for patient posts Streamlined resolution tracking and reporting Helping all patients across social channels Build a stronger brand presence
  15. 15. Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved. 14 Riddhi Trivedi-St. Clair www.linkedin.com/in/trivedistclair @ExpressScripts Lab.Express-Scripts.com
  16. 16. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

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