Slides presented by Brian Stokoe from Catepillar Inc. at Social Media Breakfast Madison - October 17th 2012. Below is the Prezi presentation by Tony Rodriguez that preceded these slides. http://prezi.com/slrht4xlwmmy/social-media-breakfast-madison-caterpillar-and-social-media/

1. Social Media @caterpillarinc
Brian Stokoe | 10.17.2012
@stokobr
Caterpillar: Non-Confidential

2. VS

3. About Me
> Started at Caterpillar in 1999.
> Bachelor's in Marketing
Management.
> 6 positions in Marketing /
Technical Marketing

4. 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

5. Caterpillar’s Brand Portfolio

6. Caterpillar’s Customer Segments

7. Cat Dealers

8. Our Social Media Perspective
> Customers are talking.
> Answer the “social” telephone.
> Be open & transparent.

9. The Organization is Empowered.

10. Be Smart and Selective.

11. Experiment.

12. Do your customers use social media?

13. In 2011, Caterpillar’s social media
relationships grew by 300%

14. Social Media impacts the entire Customer Experience
User influenced product innovation
(social listening, forums, virtual focus groups)
Promotional Marketing reach Expert Advice
(Facebook, Twitter) (forums, blogs, customer support)
User reviews and ratings
(website)
Identifying the product issues
Social selling (social listening, customer support)
(Twitter, Facebook)
Customers helping customers
(forums)

15. Every physical activity
may have a corresponding
social media activity

16. Social Media Strategy: Four Pillars
Social Promotion Thought Customer
Listening Leadership Support

17. Fans

18. Support
> Seeking Opinion - 33%
> Information Request – 39%
> Mechanical Problem – 25%

19. How does Caterpillar leverage social media?

20. Social Listening
Real Time Historical

21. Thought Leadership

23. Questions