Company: Elanco
Company background: We work to improve the health of animals through innovative products and services for pets and farm animals around the world. As a global animal health company, we provide solutions that empower our customers to advance a vision of Food and Companionship Enriching Life.
Contact: Malin Munkel
Title: Global Digital Communications Manager
Related URLs:
https://www.linkedin.com/company/elanco/
https://www.facebook.com/elancoanimalhealth
https://www.instagram.com/elanco4animals/
and 200 more channels around the globe!
Kudos Category: Rookie of the Year
1. Describe your company and your organization.
Elanco Animal Health Incorporated (NYSE: ELAN) is a global leader in animal health dedicated to innovating and delivering products and services to prevent and treat disease in farm animals and pets, creating value for farmers, pet owners, veterinarians, stakeholders, and society as a whole. With nearly 70 years of animal health heritage, we are committed to helping our customers improve the health of animals in their care, while also making a meaningful impact on our local and global communities. At Elanco, we are driven by our vision of Food and Companionship Enriching Life and our Elanco Healthy Purpose™ Sustainability/ESG Pledges – all to advance the health of animals, people and the planet. In August 2020 Elanco acquired Bayer Animal Health. Two large organizations coming together with nearly 10,000 employees and doing business in over 90 different countries means a lot of change and alignment of people, processes and tools.
2. Why did you choose to invest in Khoros and what was your experience before making the switch from a previous solution or investing in new technology.
Elanco and Bayer Animal Health together have over 200 active social media channels across 40 countries, adressing different audiences, advertising products for pets or farm animals and following different objectives. This great mix of corporate and marketing channels are managed by about 150 stakeholders - some accounts owned and managed internally by communication managers and marketeers on global and local level and others mostly managed by external agencies.
The pharmaceutical industry is a highly-regulated industry. With regard to social media it means that product mentions and marketing is restricted and differs from country to country. Inbox management is also very critical in our business as we have legal requirements to report any adverse events reported via social media comments or private messages.
Elanco needed one social media management tool that would serve our global and local needs best. Our regions and affiliates can manage their local channels independently, but we can set global standards to create transparency and ensure compliancy. While Khoros offers all needed functionalities in terms of publishing, reporting & analytics, rules setting and inbox management, it provides a very intuitive interface which was important to convince all 150 stakeholders across the globe to move from other social media management tools on the same platform.
3. What were your goals when investing in Khoros technology and what successes have you already experienced because of the investment? Please include metrics, if possible.
Number one goal was to have over 200 social media channels by 150 stakeholders in 40 countries in one platform to be managed locally but steered centrally. This goal was achieved within 2 months. Moreover, having all channels in the platform gave us insights on Elanco's impact globally and if we are present enough in our key countries. We have 6 million followers, publish 3,500 posts per month with an average engagement rate of 2.1%.
The advantages of Khoros and the successes were:
- Each country has ist own and individually managed initiative. They can create their own labels, approval workflows and reporting dashboard. Customized user roles help to differentiate the admin rights for Elanco employees and agency partners.
- Content sharing accross all initiatives by creating globally accessible content folders. Very useful for global announcements or content for international awareness days e.g. World Animal Day.
- Bundeling accounts which are targeting the same audiences or are marketing the same product e.g. Seresto. This was highly important as we were facing a crisis about Seresto. Having all Seresto channels in one platform helped us to monitor comments closely and share reply templates with local social media managers. Tagging all Seresto posts and comments let us easy pull reports. Moreover, our pharmacovigilance and customer service team could work and respond in Khoros directly without using extra communication channels as e-mail, phone or text. This saved a lot of time and effort.