B2B Social Media Strategy by Kevin Espinosa of Caterpillar

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Caterpillar, an industry leading B2B company, has developed and implemented social strategies that drive results. Kevin's presentation shows how to get started, receive buy-in throughout your company, train and educate employees, and get connected socially to business goals and results.

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B2B Social Media Strategy by Kevin Espinosa of Caterpillar

  1. 1. B2B SOCIAL MEDIA STRATEGY Kevin Espinosa – eBusiness Loyalty Manager
  2. 2. 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 About Caterpillar Inc.
  3. 3. 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 Areas of Focus: Brands, Industries, Dealers
  4. 4. Your Efforts have to have a PURPOSE
  5. 5. Largest Population (PINS) Sell machine and engine solutions From: Online brochures To: Leads and sales 1 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 Customer Loyalty Grow revenue and relationship From: Siloed & sporadic To: Personalization across the lifecycle 3 Three Workstream Strategy
  6. 6. Don’t try to be Everywhere, and be good at where you are at
  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. “ ”
  8. 8. Social Media Strategy: Capabilities to Build Customer Relationship Social Listening Promotion Thought Leadership Customer Support
  9. 9. The Value of Listening in Social 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) –Tone of conversations: positive, neutral or negative Includes social and business networking sites, content sharing sites, blogs, Wikis, discussion forums and many more digital communication channels. Forum
  10. 10. Real Time Historical Two schools of thought
  11. 11. Social Listening 65% 54% 59% 93% 35% 46% 41% 7% 0 50 100 150 Caterpillar John Deere Volvo Komatsu # of Sentiment Comments Positive Negative 78% 11% 4% Social Media Volume by Media Type Twitter Facebook Blogs Videos News Comments Forums Other
  12. 12. Promotion 2 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 > Goal: Reach a larger audience with relevant content focused on our Brand, products, services, and engaging topics relevant to our diverse audiences
  13. 13. > What it is: Establishing ourselves as a rich source of information relative to our industry > Goal: Provide information where it’s missing or inaccurate, help customers solve their business problems versus “pitching” Cat products, establish ourselves as experts > Benefits: Customer insights, visibility/reach, press coverage, direct conversation with the customer Thought Leadership 3 Thought Leadership
  14. 14. > What it is: Supporting our business model better by addressing customer issues and requests real time via social media > Goal: Address complaints in a timely manner, be more efficient, identify product issues and integrate with current processes Customer Support Customer Support 4
  15. 15. Focus on Moving Customers Down the Sales Funnel 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.
  16. 16. An Engaging Story Caterpillar: Confidential Yellow
  17. 17. 1. Awareness 2. Consideration 3. Selection
  18. 18. Tailor your Content to your Audience 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.
  19. 19. 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 Caterpillar Dealer Caterpillar Dealer Caterpillar
  20. 20. Come to our event! Register page on www.dealer.com Dealers Customize Content for Their Needs AND / OR Interesting story Story on www.dealer.com Register page
  21. 21. Curate Caterpillar Content Repurpose and Use as Source Content for Your Further Customization Recycle, tailor and localize content
  22. 22. Editorial Calendar – Using Spredfast Calendar & Publishing
  23. 23. Curate Content – Using Spredfast Curating Caterpillar’s Content
  24. 24. Measure – Using Spredfast Metrics
  25. 25. Eventually Measuring How You Are Ringing the Cash Register 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
  26. 26. Make them successful
  27. 27. Integrate – Integrate - Integrate
  28. 28. Caterpillar: Confidential Yellow It’s also a global movement. One-third of the German population is using social media, with 77% accessing via mobile phone. China is the most socially engaged market in the world, with 84% of Internet users contributing at least once a month. 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. China’s engagement is followed by Russia, Brazil and India. North America leads the world for social network penetration.
  29. 29. Be Prepared – What Would You Do In a Crisis?
  30. 30. Know What Your Competitors Are Doing
  31. 31. One Size Doesn’t Fit All
  32. 32. The Power Is In the People
  33. 33. In Summary > Assessment > Why Social Media? > Put your audience first > What do you want your audience to do? > Implementation > Content Calendar > Cross Channel > Measure and Monitor > Goals that are important to your business

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