Presentation by: Brian Stokoe, Social Media Program Manager, Caterpillar Inc. www.bdionline.com

1. Social Media at Caterpillar Inc.
Brian Stokoe - Social Media Program Manager
@stokobr

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.
• 100,000+ Employees
• Sales & Revenue +$40 Billion
• 180 Cat Dealers Around the Globe
• ~20 Customer / Industry Segments

4. SOCIAL MEDIA is a public demonstration
of your customer/business relationship.

5. VS.
Forum

6. B2B Mining
Local Contractor

7. Enthusiast
Marine Petroleum / Industrial / Electric Rail Turbine Nascar Rugby
Oil & Gas OEM Power
Generation
Underground On-Highway Products Charity
Waste Forestry Pipeline Government
Tunneling Transportation
Mining Earthmoving Industrial Quarry & Local Corp. News / Consumer
Contractor Processing Aggregates Contractor Environmental
Investors Merchandise

8. Connecting with the Right Audience
• Cat Products
• Electric Power

9. Establish Policy / Procedure
Tie to overarching policies:
Employees may participate by authoring a personal blog,
• Intellectual Property participating in an online community, collaborating on a project
• Public Communications virtually, responding to internet blog postings, editing entries on wikis,
or otherwise getting involved in public discourse.
• Protection of Assets
Caterpillar’s Worldwide Code of Conduct provides the foundation
• Data Privacy for Caterpillar Enterprise Policies, Enterprise Procedures, and
Guidelines and serves as a daily guide to put our values in action.
Employees should never convey or imply that they are
speaking on behalf of Caterpillar or its affiliates if it is not, in
fact, the case. Depending upon the situation employees may need to
utilize a disclaimer such as: "the postings on this site are my own and
may not represent the views of Caterpillar".
Caterpillar expects all employees to use good judgment while
participating in collaborative and social media and to exercise personal
responsibility over any exchanges they participate in.

10. Metrics

11. Broad
Macro

12. Tactical
Micro

13. {Grow} Blog Lists Caterpillar as a top 10 Company Blogs
Caterpillar established separate blogs based on industry (construction,
electrical, marine) with sub-categories under each industry (products,
safety, problem-solving). This company does a wonderful job engaging
customers, using the community to solve problems, and rewarding
customer ideas.
Chief Content Officer Lists Caterpillar as #12 on “Fab 15”
Content Innovation Efforts
A buzzing online forum where professionals who work with Caterpillar
equipment and engines can exchange information, find answers and
get expert advice from their peers.
12 Most Successful Corporate Blogs
# 7. Caterpillar: Fantastic B2B corporate blog that proves anyone can
blog and that everyone reads them — regardless of the color of their
collar. Excellent use of categorization and focus on problem-solving vs.
marketing speak.

14. Results
• Brand Awareness
• Customer Support
• Sales Leads

15. Questions
@stokobr