B2B Social Media Strategy - The Caterpillar Journey @kevingespinosa
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This was a presentation given at the Corporate Image & Branding Conference. Answers the question why they are in social media, what has social changed, how have they operationalized their efforts, and what surprised them in their journey.
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B2B Social Media Strategy - The Caterpillar Journey @kevingespinosa
- 1. Caterpillar - What’s New in Social Media and How to Use it for Branding @KevinGEspinosa | January 30, 2013
- 2. Kevin Espinosa •Social Media Manager •25 years at Caterpillar •Responsible for developing Caterpillar’s public facing social media strategy, implementation, processes, platforms, and organization @kevingespinosa Caterpillar: Confidential Yellow
- 3. About Caterpillar Inc. 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 • 191 Cat Dealers Around the Globe @kevingespinosa
- 4. Caterpillar’s Customer Segments @kevingespinosa
- 6. What Has Changed because of Social Media? @kevingespinosa Caterpillar: Confidential Yellow
- 8. Leveraging Social Media to Meet Business Needs Product Development Marketing Online Presence •Feedback loop •Lead generation •Ratings/reviews •Early warning •Reach •Communities •Product innovation/VOC •Customer stories Expert Advice Customer Support Corporate •Forums •Inquiry resolution •Reach •Blogs •Listening •Reputation •Customer insight •Press Release •Security @kevingespinosa Caterpillar: Confidential Yellow
- 10. Social Media Strategy: Capabilities to Build Customer Relationship Social Promotion Thought Customer Listening Leadership Support @kevingespinosa Caterpillar: Confidential Yellow
- 11. Giving the Always there for Customer what Providing Solutions Understanding the the Customer they need when to our Customers Customer’s needs they need it Social Promotion Thought Customer Listening Leadership Support @kevingespinosa Caterpillar: Confidential Yellow
- 12. Enterprise Impact of 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) Social > Tone of conversations: positive, neutral or negative Listening Includes social and business networking sites, content sharing sites, blogs, Wikis, discussion forums and many more digital communication channels. 1 Forum @kevingespinosa
- 13. Real Time Historical @kevingespinosa
- 14. @kevingespinosa
- 15. Caterpillar > Date: 10/5/2012 ~ 1/3/2013 > Web data collection by Radian6 & Sysomos > Over 76,000 posts > Observation > News articles make up a large portion of social media volume > Twitter, Forums, and Blogs are nearly equivalent [ Media Distribution ] > What topics drive volume from each media type? @kevingespinosa
- 16. Sentiment > Forums, Blogs, and News are generally consistent with ~60% positive sentiment, while Twitter remains highly neutral @kevingespinosa
- 17. Operationalize: integrate the new with the old @kevingespinosa Caterpillar: Confidential Yellow
- 18. Social Media is Often the First Point of Contact and Last Line of Defense Thought Leadership Promotion Customer Support Social Listening @kevingespinosa
- 20. Post With Purpose Centralized editorial calendar Content distribution to business units and dealers Robust metrics reporting % @kevingespinosa
- 21. New ways of doing things @kevingespinosa Caterpillar: Confidential Yellow
- 22. @kevingespinosa
- 24. What Does success look like? @kevingespinosa Caterpillar: Confidential Yellow
- 25. @kevingespinosa
- 26. Customer Support > 33% – Seeking Opinion > 39% – Information Request > 25% – Mechanical Problem @kevingespinosa
- 27. Things to consider in your social media journey @kevingespinosa Caterpillar: Confidential Yellow
- 29. Integrate – Integrate - Integrate @kevingespinosa Caterpillar: Confidential Yellow
- 30. Be Prepared @kevingespinosa Caterpillar: Confidential Yellow
- 31. The Power is IN the PEOPLE @kevingespinosa
Notes de l'éditeur
- Forms of electronic communication (as Web sites for social networking and micro-blogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos).