Social Media Strategy - the 4 pillars. I used this presentation at SMSS 2013 in Las Vegas.

1. Caterpillar – Pillars to a Social Media
Strategy
@KevinGEspinosa

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

3. Who is 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

5. We Jumped Right Into Social Media
@kevingespinosa

6. Social Media has given
everybody a Voice!!!
@kevingespinosa

7. Looking for Help
@kevingespinosa

8. They Want to Buy
@kevingespinosa

9. They are looking for
transparency
Caterpillar: Confidential Yellow
@kevingespinosa

10. Why Is Social Media Important to Your
Business?
@kevingespinosa

11. It’s All About the Customer!
@kevingespinosa

12. It Must 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

13. @kevingespinosa

14. Social Media Strategy: Capabilities to
Build Customer Relationships
Social Promotion Thought Customer
Listening Leadership Support
@kevingespinosa

15. 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

16. How we use 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

17. Two Schools of Thought
Real Time Historical
@kevingespinosa

18. Proactively Looking for Opportunities
@kevingespinosa

19. Helps Us Build Better Products
Challenge: Are the conversations
positive or negative?
>Marketing team wanted to learn online perceptions of this product
in comparison to competitors’ machines What are they
saying about our
What are people
competition?
Approach: saying about this?
>Used Radian6 text mining tool to search the Web for key
words
> Cat, Deere, Volvo, Komatsu
> Emissions, Fuel Efficiency, etc.
>Gathered relevant text to identify the most discussed product
topics
>Performed sentiment analysis to determine tone of
conversations relative to other brands
Impact:
>Marketing team can more confidently tailor messages to address concerns and perceived
weaknesses associated with this product equipment as well as our strengths that place Cat
above other brands
@kevingespinosa

20. Good Data But it Must Produce Action
@kevingespinosa

21. Such As Better Products
@kevingespinosa

22. Better Marketing Efforts
@kevingespinosa

23. 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 Promotion
> Goal: Reach a larger audience with
relevant content focused on our Brand,
products, services, and engaging topics
relevant to our diverse audiences 2
@kevingespinosa

24. Post With Purpose
Centralized editorial calendar
Content distribution to business units and dealers
Robust metrics reporting
%
@kevingespinosa

25. Social Profile
Demographics
- Age: 31
− Gender: Male
- Location: Bowling Green, OH
Life Stage & Events:
- Married
-Has children
- Homeowner
Interests:
Engineering / Rugby
Country Music: Tim McGraw
No LinkedIn information Keir Gravil Naval Architect
NASCAR
Favorite Brands:
/lkeirgravil
1,055 Friends
@kevingespinosa

26. @kevingespinosa

27. Thought Leadership
> What it is: Establishing ourselves as
a rich source of information relative to
our industry
Thought
> Goal: Provide information where it’s Leadership
missing or inaccurate, help customers
solve their business problems versus
“pitching” Cat products, establish
ourselves as experts 3
> Benefits: Customer insights,
visibility/reach, press coverage, direct
conversation with the customer

28. Need to Scale Our Efforts
Caterpillar: Confidential Yellow
@kevingespinosa

29. There Are Many People Blogging in Our Industry
Caterpillar: Confidential Yellow

30. Best in Class at Blogging
IBM – Building A Smarter
Planet
About: Building a Smarter Planet
is a blog intended to provide
readers with thought-provoking
content on the intersection of
humanity and technology.
Conversation and comments are
encouraged so readers can talk
about the issues raised within the
content.
What They’re Doing Right:
IBM’s blog content and crowd-
sourced style shows that IBM is a
thought leader in its industry. By
creating a blog that relies on the
contribution of thought leaders in
the field, IBM is nurturing
relationships with writers across
the industry and empowering
them to have a voice and space
to share ideas. IBM is expanding
and evolving its Smarter Planet
campaign with the launch of a
television ad series, online videos
and social media outreach.

31. Customer Support
> What it is: Supporting our business
model better by addressing
customer issues and requests real
time via social media Customer
Support
> Goal: Address complaints in a
timely manner, be more efficient,
identify product issues and
integrate with current processes
4
@kevingespinosa

32. Customer Support
> 33% – Seeking Opinion
> 39% – Information Request
> 25% – Mechanical Problem
Caterpillar: Confidential Yellow
@kevingespinosa

33. Social Media is the New Telephone
@kevingespinosa

34. Expanding Our Efforts
 - All Caterpillar owned social sites are supported by Customer
Interaction Center (CIC) processes
> - Non Caterpillar social sites are monitored for opportunities
> Customer support, sales, service, parts and correct action is taken
@kevingespinosa

35. Lessons along the way…
@kevingespinosa

36. @kevingespinosa

37. Integrate – Integrate - Integrate
@kevingespinosa

38. It’s also a global movement.
North America leads the world for social network penetration.
China is the most socially engaged market in the world,
with 84% of Internet users contributing at least once a
month.
China’s engagement is followed by Russia, Brazil
and India.
One-third of the German population is using social
media, with 77% accessing via mobile phone.
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.
Caterpillar: Confidential Yellow
@kevingespinosa

39. Be Prepared
@kevingespinosa

40. Know What Your Competitors Are Doing

41. One Size Doesn’t Fit All
@kevingespinosa

42. The Power Is In the People
@kevingespinosa

43. @kevingespinosa