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The central hex of the splash attack hits everyone. The outer hexes only hit living creatures.
In SoD, the system is exactly the same: if a lich shoots at skeletons, the skeletons take damage. If a lich shoots at a unit next to skeletons, the skeletons (whether they are friendly or enemy) do not take damage.
The only difference in HotA is that you can direct the central hex not only at an enemy unit, but also at an empty space or at your own unit. But for your own unit, everything works the same as for an enemy unit (because in the SoD splash, there is no distinction between your unit and an enemy unit, and this is naturally carried over to the new splash).
If necessary, there is no difference between the actions: simply shooting a lich at an enemy creature, or in splash mode, hovering the cursor over the hex of an enemy creature and shooting.