Social Media at Caterpillar

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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/

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  • Below is the Prezi presentation by Tony Rodriguez prior to the Caterpillar slides. http://prezi.com/slrht4xlwmmy/social-media-breakfast-madison-caterpillar-and-social-media/
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  • 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).
  • Social Media at Caterpillar

    1. 1. Social Media @caterpillarincBrian Stokoe | 10.17.2012@stokobr Caterpillar: Non-Confidential
    2. 2. VS
    3. 3. About Me> Started at Caterpillar in 1999.> Bachelors in Marketing Management.> 6 positions in Marketing / Technical Marketing
    4. 4. About Caterpillar Inc.A global leader in size, scope, reach and character, Caterpillar Inc. is agenuine enabler of sustainable world progress and opportunity, defined by thebrand attributes of global leadership, innovation, and sustainability.• 125,000+ Employees• Sales & Revenue +$60 Billion• 191 Cat Dealers Around the Globe
    5. 5. Caterpillar’s Brand Portfolio
    6. 6. Caterpillar’s Customer Segments
    7. 7. Cat Dealers
    8. 8. Our Social Media Perspective> Customers are talking.> Answer the “social” telephone.> Be open & transparent.
    9. 9. The Organization is Empowered.
    10. 10. Be Smart and Selective.
    11. 11. Experiment.
    12. 12. Do your customers use social media?
    13. 13. In 2011, Caterpillar’s social media relationships grew by 300%
    14. 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. 15. Every physical activitymay have a correspondingsocial media activity
    16. 16. Social Media Strategy: Four Pillars Social Promotion Thought Customer Listening Leadership Support
    17. 17. Fans
    18. 18. Support> Seeking Opinion - 33%> Information Request – 39%> Mechanical Problem – 25%
    19. 19. How does Caterpillar leverage social media?
    20. 20. Social Listening Real Time Historical
    21. 21. Thought Leadership
    22. 22. Questions

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