B2B SOCIAL MEDIA

STRATEGY

Kevin Espinosa – eBusiness Loyalty Manager

A global leader in size, scope, reach and character, Caterpillar Inc. is a

genuine enabler of sustainable world progress and opportunity, defined by the

brand attributes of global leadership, innovation, and sustainability.

• 125,000+ Employees

• Sales & Revenue +$60 Billion

• 178 Cat Dealers Around the Globe

About Caterpillar Inc.

BRANDS

Demolition & Scrap

Products Services

Agriculture

Products Services

Construction

Products Services

Forestry

Products Services

INDUSTRIES

Marine

Products Services

Mining

Products Services

Oil & Gas

Products Services

Vocational Trucks

Products Services

Paving

Products Services

Power Generation

Products Services

Rail

Products Services

Quarry & Aggregates

Products Services

Recycling & Waste

Products Services

Landscaping

Products Services

Support groups like parts, rental, used, financial,

etc. will participate in these industry channels

DEALERS

Areas of Focus: Brands, Industries, Dealers

Your Efforts have to have a PURPOSE

Largest Population (PINS)

Sell machine and engine

solutions

From: Online brochures

To: Leads and sales

1

Lowest Lifecycle Cost (POPS-C)

Sell parts and introduce additional

value

From: Online parts sales to those we

know

To: Coverage for all Cat owners

2

Customer Loyalty

Grow revenue and

relationship

From: Siloed &

sporadic

To: Personalization

across the lifecycle

3

Three Workstream Strategy

Don’t try to be Everywhere, and be good at where you are at

Where We’ve Been

Social Channel Adoption

at Brand Level

Enterprise Social Strategy,

Tools & Adoption

Digital Strategy Activation for

Industries & Dealers

Social media recognized as a key

component of a fuller marketing

plan and messaging strategy

You know your audience

and business goals.

• I need a Facebook Page.

• How do we make something viral?

• I need more followers.

• What should I publish on my page?

• My best performing content is animal pictures.

“ ”

Social Media Strategy: Capabilities to

Build Customer Relationship

Social

Listening Promotion Thought

Leadership Customer

Support

The Value of Listening in Social

Social

Listening

Deeper insight into what is being said about us, including:

–Who is talking about us

–What they are talking about

–What our competitors are doing

–Key influencers (individuals and sites)

–Tone of conversations: positive, neutral or negative

Includes social and business networking sites, content sharing

sites, blogs, Wikis, discussion forums and many more digital

communication channels.

Forum

Real Time Historical

Two schools of thought

Social Listening

65% 54%

59% 93%

35%

46%

41% 7%

0

50

100

150

Caterpillar John Deere Volvo Komatsu

# of Sentiment Comments

Positive Negative

78%

11%

4%

Social Media Volume by Media Type

Twitter

Facebook

Blogs

Videos

News

Comments

Forums

Other

Promotion

2

Promotion

> What it is: Connecting with our

customers with the right content and

channel to increase our reach and move

them down the sales funnel

> Goal: Reach a larger audience with

relevant content focused on our Brand,

products, services, and engaging topics

relevant to our diverse audiences

> What it is: Establishing ourselves as

a rich source of information relative to

our industry

> Goal: Provide information where it’s

missing or inaccurate, help customers

solve their business problems versus

“pitching” Cat products, establish

ourselves as experts

> Benefits: Customer insights,

visibility/reach, press coverage, direct

conversation with the customer

Thought

Leadership

3

Thought Leadership

> What it is: Supporting our

business model better by

addressing customer issues and

requests real time via social media

> Goal: Address complaints in a

timely manner, be more efficient,

identify product issues and

integrate with current processes

Customer Support

Customer

Support

4

Focus on Moving Customers Down the

Sales Funnel

Awareness

Consideration

Selection

Acquisition

Recommend

Content Types and

Responsibility

Value to

Customer

Brand Inspirational

Industry Valuable

Product Factual

Lead Generation

Transactional

Partner with Brand Marketing to identify

inspirational stories that drive to lead

gen activity.

An Engaging Story

Caterpillar: Confidential Yellow

1. Awareness

2. Consideration 3. Selection

Tailor your Content to your Audience

BRANDS

Demolition & Scrap

Products Services

Agriculture

Products Services

Construction

Products Services

Forestry

Products Services

INDUSTRIES

Marine

Products Services

Mining

Products Services

Oil & Gas

Products Services

Vocational Trucks

Products Services

Paving

Products Services

Power Generation

Products Services

Rail

Products Services

Quarry & Aggregates

Products Services

Recycling & Waste

Products Services

Landscaping

Products Services

Support groups like parts, rental, used, financial,

etc. will participate in these industry channels

DEALERS

Align consideration/value

messages with appropriate

industries.

Curate Caterpillar Content: Themes for Dealers

DEALERSHIP BREADTH OF OFFERINGS PROMOTIONS CONNECTION TO

CATERPILLAR

History/Legacy Capabilities In-person events Inspirational

Recruitment Customer stories Finance Legacy

Facility updates Education, support,

expertise Sales/Special offers

Employee highlights Customer-centric

resources

Philanthropic and

community involvement Lead generation

Dealer Caterpillar Dealer Caterpillar Dealer Caterpillar Dealer Caterpillar

Come to

our event!

Register page on

www.dealer.com

Dealers Customize Content for Their Needs

AND / OR

Interesting

story

Story on

www.dealer.com Register page

Curate Caterpillar Content Repurpose and Use as Source Content for Your Further Customization

Recycle, tailor and

localize content

Editorial Calendar – Using Spredfast Calendar & Publishing

Curate Content – Using Spredfast Curating Caterpillar’s Content

Measure – Using Spredfast Metrics

Eventually Measuring How You Are Ringing the Cash Register

4,827

245

5,075

Average time on

page: 3:05

178

Average time on

page: 3:06

81

Average time on

page: 2:30

Request a Quote: 2

Used: 5

Rental: 5

12

Lead

Generation

Activities

Make them successful

Integrate – Integrate - Integrate

Caterpillar: Confidential Yellow

It’s also a global movement.

One-third of the German population is using social

media, with 77% accessing via mobile phone.

China is the most socially engaged market in the world, with

84% of Internet users contributing at least once a month.

Emerging markets such as Argentina, Brazil and India have

the highest penetration of social network usage, as well as

the highest usage frequency and intensity.

China’s engagement is followed by Russia, Brazil

and India.

North America leads the world for social network penetration.

Be Prepared – What Would You Do In a Crisis?

Know What Your Competitors Are Doing

One Size Doesn’t Fit All

The Power Is In the People

In Summary

> Assessment

> Why Social Media?

> Put your audience first

> What do you want your audience to do?

> Implementation

> Content Calendar

> Cross Channel

> Measure and Monitor

> Goals that are important to your business