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CONTENT & SOCIAL 
MEDIA 
Kevin Espinosa 
Caterpillar Inc 
@kevingespinosa
About Caterpillar Inc. 
A global leader in size, scope, reach and character, Caterpillar Inc. is a 
genuine enabler of sus...
1990 
AGE OF 
INFORMATION 
1900 
AGE OF 
MANUFACTURING 
1960 
AGE OF 
DISTRIBUTION 
BEYOND 
2010 
AGE OF THE 
CUSTOMER 
WE...
Creating Cat® Moments 
Understand 
• Customer business 
• Customer relationship 
• Segment of One: Individual & asset 
Bui...
NOBODY OWNS THE CUSTOMER, 
BUT SOMEONE CAN ALWAYS 
OWN THE MOMENT. 
Scott Hudgins 
VP of Global Customer Managed Relations...
Largest Population (PINS) 
Sell machine and engine 
solutions 
From: Online brochures 
To: Leads and sales 
1 
eBusiness S...
Where We’ve Been 
Social Channel Adoption 
at Brand Level 
Enterprise Social Strategy, 
Tools & Adoption 
Digital Strategy...
Social Media Strategy: Capabilities to 
Build Customer Relationship 
Social 
Listening 
Promotion Thought 
Leadership 
Cus...
@kevingespinosa
Caterpillar Social Media Focus Areas 
Awareness 
Consideration 
Selection 
Acquisition 
Recommend 
Content Types and 
Resp...
Generate Leads – Moving Through the Funnel 
Awareness 
Consideration 
Selection 
Acquisition 
Recommend 
Known or Unknown ...
Our approach for social media is to use social platforms to reach people 
with inspirational and valuable content—and driv...
AWARENESS 
• Broad appeal 
• Customer Stories 
• Unique Projects 
• Historical 
• Stories related to Cat Brand Promise 
Ca...
Caterpillar Social Media Focus Areas 
BRANDS 
Demolition & Scrap 
Products Services 
Agriculture 
Products Services 
Const...
Consideration Content 
Caterpillar: Confidential Yellow 
CONSIDERATION 
• Tips / Expert Advice 
• How-To’s 
• Tools / Calc...
Example of Essential 6- Built for It 
• Headline: Cat Mini Excavator Proves It’s Not “A Bull In A China Shop” 
• Descripti...
Example of Essential 6– D9 
• Headline: THE CAT D9 DOZER– CELEBRATING 60 YEARS 
• Description: Today’s D9, the D9T, has a ...
Example of Essential 6– D9 Continued 
• Awareness Message: 
• Value Message/ Product Relationship: 
@kevingespinosa
Caterpillar: Confidential Yellow
1. Awareness 
2. Consideration 3. Selection 
Caterpillar: Confidential Yellow 
@kevingespinosa
Caterpillar Social Media Focus Areas 
Create teaser content and spread the content to the 
Cat® brand and industry social ...
Localize Content to Drive Desired Results 
Open Houses and Ride-and-Drive 
events are great venues to showcase 
new produc...
Curate Caterpillar Content 
Repurpose and Use as Source Content for Your Further Customization 
Recycle, tailor and 
local...
Curate Caterpillar Content: Themes for Dealers 
DEALERSHIP BREADTH OF OFFERINGS PROMOTIONS CONNECTION TO 
CATERPILLAR 
His...
@kevingespinosa
Define Approach to Content Marketing/ Syndication
Syndicate - Social
Analyze Results 
Social Media Measurement at Caterpillar 
4,827 
245 
5,075 
Average time on 
page: 3:05 
178 
Average tim...
eBusiness Standard Work 
Business Unit Standard Work 
Standardize Lead Nurture 
Capabilities to Extend 
Engagement 
1 2 3 ...
Caterpillar Social Media Focus Areas 
Awareness 
Consideration 
Selection 
Acquisition 
Recommend 
Content Types and 
Resp...
Content: A Critical Component of Caterpillar’s Global Social Media Strategy by Kevin Espinosa #BMAKC
Content: A Critical Component of Caterpillar’s Global Social Media Strategy by Kevin Espinosa #BMAKC
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Content: A Critical Component of Caterpillar’s Global Social Media Strategy by Kevin Espinosa #BMAKC

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Presentation by Kevin Espinosa, Digital Marketing Manager, Global Marketing and Communications, Caterpillar at the Business Marketing Association regional even in Kansas City on 10/28/14.

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Content: A Critical Component of Caterpillar’s Global Social Media Strategy by Kevin Espinosa #BMAKC

  1. 1. CONTENT & SOCIAL MEDIA Kevin Espinosa Caterpillar Inc @kevingespinosa
  2. 2. 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 • 178 Cat Dealers Around the Globe @kevingespinosa
  3. 3. 1990 AGE OF INFORMATION 1900 AGE OF MANUFACTURING 1960 AGE OF DISTRIBUTION BEYOND 2010 AGE OF THE CUSTOMER WELCOME TO THE AGE OF THE CUSTOMER
  4. 4. Creating Cat® Moments Understand • Customer business • Customer relationship • Segment of One: Individual & asset Build • Consistent “Cat Experience” • Unified physical & digital • Complete & scalable solutions Deliver • Predictive opportunity analysis • Proactive, personalized support • Anytime, anywhere, any device @kevingespinosa
  5. 5. NOBODY OWNS THE CUSTOMER, BUT SOMEONE CAN ALWAYS OWN THE MOMENT. Scott Hudgins VP of Global Customer Managed Relationships Walt Disney Company @kevingespinosa
  6. 6. Largest Population (PINS) Sell machine and engine solutions From: Online brochures To: Leads and sales 1 eBusiness Strategy Customer Loyalty Grow revenue and relationship From: Siloed & sporadic To: Personalization across the lifecycle 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 3 @kevingespinosa
  7. 7. 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. “ ”Caterpillar: Confidential Yellow @kevingespinosa
  8. 8. Social Media Strategy: Capabilities to Build Customer Relationship Social Listening Promotion Thought Leadership Customer Support @kevingespinosa
  9. 9. @kevingespinosa
  10. 10. Caterpillar Social Media Focus Areas 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. @kevingespinosa
  11. 11. Generate Leads – Moving Through the Funnel Awareness Consideration Selection Acquisition Recommend Known or Unknown Prospects or Customers Caterpillar Dealer You manage… those who contact you Reached by social media, mass advertising, search, website traffic with focus on localized content, and dealer capabilities/services Those who will benefit from new offerings at Caterpillar and dealer capabilities; opportunities for cross/up-sell with Product Support We manage… those who contact us Reached by social media, mass advertising, search, website traffic with focus on brand and product messages Nurture those who initiated contact with Caterpillar; highlight industry thought leadership, NPI, technology, etc. Caterpillar: Confidential Yellow @kevingespinosa
  12. 12. Our approach for social media is to use social platforms to reach people with inspirational and valuable content—and drive them to our websites to take next steps. Caterpillar: Confidential Yellow @kevingespinosa
  13. 13. AWARENESS • Broad appeal • Customer Stories • Unique Projects • Historical • Stories related to Cat Brand Promise Caterpillar: Confidential Yellow Awareness Content @kevingespinosa
  14. 14. Caterpillar Social Media Focus Areas 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. @kevingespinosa
  15. 15. Consideration Content Caterpillar: Confidential Yellow CONSIDERATION • Tips / Expert Advice • How-To’s • Tools / Calculators @kevingespinosa
  16. 16. Example of Essential 6- Built for It • Headline: Cat Mini Excavator Proves It’s Not “A Bull In A China Shop” • Description: One china shop. One mission. China Shop features a heavy equipment operator maneuvering his Cat® 301.7 CR Mini Excavator with the poise of a matador through a crowded shop stocked with over $40,000 USD in delicate merchandise. #BuiltForIt • Call to Action/ URL: View Video @ http://youtu.be/K3sdMEgor7E • Photo: Awareness Messages: • Value Message/ Product Relationship: @kevingespinosa
  17. 17. Example of Essential 6– D9 • Headline: THE CAT D9 DOZER– CELEBRATING 60 YEARS • Description: Today’s D9, the D9T, has a reputation for outstanding productivity, operator comfort, and robust reliability. It is a highly versatile machine flexible enough to be used in heavy construction, quarries, landfills, forestry, and mine sites. Cat®customers can count on the new D9T’s superior performance, long life, ease of operation and world-class service from the global Cat dealer network to be the backbone of their operation. • Call to Action/ URL: Learn about the D9 D9 Product Page • Ultimate goal completion Lead Generation Form on Product Page • Photo: @kevingespinosa
  18. 18. Example of Essential 6– D9 Continued • Awareness Message: • Value Message/ Product Relationship: @kevingespinosa
  19. 19. Caterpillar: Confidential Yellow
  20. 20. 1. Awareness 2. Consideration 3. Selection Caterpillar: Confidential Yellow @kevingespinosa
  21. 21. Caterpillar Social Media Focus Areas Create teaser content and spread the content to the Cat® brand and industry social media channels. Caterpillar: Confidential Yellow
  22. 22. Localize Content to Drive Desired Results Open Houses and Ride-and-Drive events are great venues to showcase new products. Use social media to help drive event awareness and registration.
  23. 23. Curate Caterpillar Content Repurpose and Use as Source Content for Your Further Customization Recycle, tailor and localize content DEALER Caterpillar: Confidential Yellow
  24. 24. 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 CatCeraptilelarrp: iCllaornfidential YeDlloewaler Caterpillar Dealer Caterpillar
  25. 25. @kevingespinosa
  26. 26. Define Approach to Content Marketing/ Syndication
  27. 27. Syndicate - Social
  28. 28. Analyze Results Social Media Measurement at Caterpillar 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 Caterpillar: Confidential Yellow
  29. 29. eBusiness Standard Work Business Unit Standard Work Standardize Lead Nurture Capabilities to Extend Engagement 1 2 3 Define Approach to Content Marketing Syndicate to Various Platforms 1 Identify Campaign Fundamentals Incorporate Lead Scoring/ Nurture to Extend Engagement 3 2 Secure Essential Content Assets for Syndication
  30. 30. Caterpillar Social Media Focus Areas 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. @kevingespinosa

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