Caterpillar, an industry leading B2B company, has developed and implemented social strategies that drive results. Kevin's presentation shows how to get started, receive buy-in throughout your company, train and educate employees, and get connected socially to business goals and results.

1. B2B SOCIAL MEDIA
STRATEGY
Kevin Espinosa – eBusiness Loyalty Manager

2. 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.

3. 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

4. Your Efforts have to have a PURPOSE

5. 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

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

8. 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.
“
”

9. Social Media Strategy: Capabilities to
Build Customer Relationship
Social
Listening
Promotion Thought
Leadership
Customer
Support

10. 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

11. Real Time Historical
Two schools of thought

12. 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

13. 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

14. > 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

15. > 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

16. 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.

17. An Engaging Story
Caterpillar: Confidential Yellow

18. 1. Awareness
2. Consideration 3. Selection

19. 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.

20. 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

21. 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

22. Curate Caterpillar Content
Repurpose and Use as Source Content for Your Further
Customization
Recycle, tailor and
localize content

23. Editorial Calendar – Using Spredfast
Calendar & Publishing

24. Curate Content – Using Spredfast
Curating Caterpillar’s Content

25. Measure – Using Spredfast
Metrics

26. 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

28. Make them successful

29. Integrate – Integrate - Integrate

30. 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.

31. Be Prepared – What Would You Do In a Crisis?

32. Know What Your Competitors Are Doing

33. One Size Doesn’t Fit All

34. The Power Is In the People

35. 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