Presentation by Kevin Espinosa, Digital Marketing Manager, Global Marketing and Communications, Caterpillar at the Business Marketing Association regional even in Kansas City on 10/28/14.

1. CONTENT & SOCIAL
MEDIA
Kevin Espinosa
Caterpillar Inc
@kevingespinosa

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.
• 125,000+ Employees
• Sales & Revenue +$60 Billion
• 178 Cat Dealers Around the Globe
@kevingespinosa

3. 1990
AGE OF
INFORMATION
1900
AGE OF
MANUFACTURING
1960
AGE OF
DISTRIBUTION
BEYOND
2010
AGE OF THE
CUSTOMER
WELCOME
TO THE
AGE OF THE
CUSTOMER

4. Creating Cat® Moments
Understand
• Customer business
• Customer relationship
• Segment of One: Individual & asset
Build
• Consistent “Cat Experience”
• Unified physical & digital
• Complete & scalable solutions
Deliver
• Predictive opportunity analysis
• Proactive, personalized support
• Anytime, anywhere, any device
@kevingespinosa

5. NOBODY OWNS THE CUSTOMER,
BUT SOMEONE CAN ALWAYS
OWN THE MOMENT.
Scott Hudgins
VP of Global Customer Managed Relationships
Walt Disney Company
@kevingespinosa

6. Largest Population (PINS)
Sell machine and engine
solutions
From: Online brochures
To: Leads and sales
1
eBusiness Strategy
Customer Loyalty
Grow revenue and
relationship
From: Siloed & sporadic
To: Personalization across
the lifecycle
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
3
@kevingespinosa

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.
“
”Caterpillar: Confidential Yellow
@kevingespinosa

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

9. @kevingespinosa

10. Caterpillar Social Media Focus Areas
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.
@kevingespinosa

11. Generate Leads – Moving Through the Funnel
Awareness
Consideration
Selection
Acquisition
Recommend
Known or Unknown
Prospects or Customers
Caterpillar Dealer
You manage…
those who contact you
Reached by social media, mass advertising,
search, website traffic with focus on
localized content, and dealer
capabilities/services
Those who will benefit from new offerings
at Caterpillar and dealer capabilities;
opportunities for cross/up-sell with Product
Support
We manage…
those who contact us
Reached by social media, mass advertising,
search, website traffic with focus on
brand and product messages
Nurture those who initiated contact with
Caterpillar; highlight industry thought
leadership, NPI, technology, etc.
Caterpillar: Confidential Yellow
@kevingespinosa

12. Our approach for social media is to use social platforms to reach people
with inspirational and valuable content—and drive them to our websites to
take next steps.
Caterpillar: Confidential Yellow
@kevingespinosa

13. AWARENESS
• Broad appeal
• Customer Stories
• Unique Projects
• Historical
• Stories related to Cat Brand Promise
Caterpillar: Confidential Yellow
Awareness Content
@kevingespinosa

14. Caterpillar Social Media Focus Areas
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.
@kevingespinosa

15. Consideration Content
Caterpillar: Confidential Yellow
CONSIDERATION
• Tips / Expert Advice
• How-To’s
• Tools / Calculators
@kevingespinosa

16. Example of Essential 6- Built for It
• Headline: Cat Mini Excavator Proves It’s Not “A Bull In A China Shop”
• Description: One china shop. One mission. China Shop features a heavy equipment operator
maneuvering his Cat® 301.7 CR Mini Excavator with the poise of a matador through a crowded shop
stocked with over $40,000 USD in delicate merchandise. #BuiltForIt
• Call to Action/ URL: View Video @ http://youtu.be/K3sdMEgor7E
• Photo: Awareness Messages:
• Value Message/ Product Relationship:
@kevingespinosa

17. Example of Essential 6– D9
• Headline: THE CAT D9 DOZER– CELEBRATING 60 YEARS
• Description: Today’s D9, the D9T, has a reputation for outstanding productivity, operator comfort, and
robust reliability. It is a highly versatile machine flexible enough to be used in heavy construction,
quarries, landfills, forestry, and mine sites. Cat®customers can count on the new D9T’s superior
performance, long life, ease of operation and world-class service from the global Cat dealer network to
be the backbone of their operation.
• Call to Action/ URL: Learn about the D9 D9 Product Page
• Ultimate goal completion Lead Generation Form on Product Page
• Photo:
@kevingespinosa

18. Example of Essential 6– D9 Continued
• Awareness Message:
• Value Message/ Product Relationship:
@kevingespinosa

19. Caterpillar: Confidential Yellow

20. 1. Awareness
2. Consideration 3. Selection
Caterpillar: Confidential Yellow
@kevingespinosa

21. Caterpillar Social Media Focus Areas
Create teaser content and spread the content to the
Cat® brand and industry social media channels.
Caterpillar: Confidential Yellow

23. Localize Content to Drive Desired Results
Open Houses and Ride-and-Drive
events are great venues to showcase
new products. Use social media to help
drive event awareness and registration.

24. Curate Caterpillar Content
Repurpose and Use as Source Content for Your Further Customization
Recycle, tailor and
localize content DEALER
Caterpillar: Confidential Yellow

25. 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 CatCeraptilelarrp: iCllaornfidential YeDlloewaler Caterpillar Dealer Caterpillar

26. @kevingespinosa

27. Define Approach to Content Marketing/ Syndication

28. Syndicate - Social

29. Analyze Results
Social Media Measurement at Caterpillar
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
Caterpillar: Confidential Yellow

30. eBusiness Standard Work
Business Unit Standard Work
Standardize Lead Nurture
Capabilities to Extend
Engagement
1 2 3
Define Approach to
Content Marketing
Syndicate to
Various Platforms
1
Identify Campaign
Fundamentals
Incorporate Lead Scoring/
Nurture to Extend
Engagement
3
2
Secure Essential Content
Assets for Syndication

31. Caterpillar Social Media Focus Areas
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.
@kevingespinosa