CONTENT & SOCIAL MEDIA

Kevin EspinosaCaterpillar Inc

@kevingespinosa

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.

@kevingespinosa

1990AGE OF INFORMATION

1900AGE OF MANUFACTURING

1960AGE OF DISTRIBUTION

BEYOND

2010AGE OF THE CUSTOMER

WELCOME TO THE

AGE OF THE CUSTOMER

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

NOBODY OWNS THE CUSTOMER, BUT SOMEONE CAN ALWAYS OWN THE MOMENT.Scott HudginsVP of Global Customer Managed Relationships Walt Disney Company

@kevingespinosa

Largest Population (PINS)

Sell machine and engine solutionsFrom: Online brochuresTo: Leads and sales

1

Lowest Lifecycle Cost (POPS-C)

Sell parts and introduce additional valueFrom: Online parts sales to those we knowTo: Coverage for all Cat owners

2

Customer Loyalty

Grow revenue and relationshipFrom: Siloed & sporadicTo: Personalization across the lifecycle

3

eBusiness Strategy

@kevingespinosa

Where We’ve Been

Social Channel Adoptionat Brand Level

Enterprise Social Strategy,Tools & Adoption

Digital Strategy Activation forIndustries & Dealers

Social media recognized as a key component of a fuller marketing plan and messaging strategy

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

Social Media Strategy: Capabilities to Build Customer Relationship

SocialListening

Promotion ThoughtLeadership

CustomerSupport

@kevingespinosa

@kevingespinosa

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

Generate Leads – Moving Through the Funnel

Awareness

Consideration

Selection

Acquisition

Recommend

Known or UnknownProspects or Customers

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.

DealerCaterpillar

Caterpillar: Confidential Yellow@kevingespinosa

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

Caterpillar: Confidential Yellow

AWARENESS• Broad appeal• Customer Stories• Unique Projects• Historical• Stories related to Cat Brand Promise

Awareness Content

@kevingespinosa

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

Caterpillar: Confidential Yellow

CONSIDERATION• Tips / Expert Advice• How-To’s• Tools / Calculators

Consideration Content

@kevingespinosa

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

• 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:

Example of Essential 6– D9

@kevingespinosa

• Awareness Message:

Example of Essential 6– D9 Continued

• Value Message/ Product Relationship:

@kevingespinosa

Caterpillar: Confidential Yellow

1. Awareness

2. Consideration 3. Selection

Caterpillar: Confidential Yellow@kevingespinosa

Caterpillar: Confidential Yellow

Create teaser content and spread the content to the Cat® brand and industry social media channels.

Caterpillar Social Media Focus Areas

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.

Curate Caterpillar ContentRepurpose and Use as Source Content for Your Further Customization

Recycle, tailor and localize contentDEALERCaterpillar: Confidential Yellow

Curate Caterpillar Content: Themes for DealersDEALERSHIP 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 CaterpillarCaterpillar: Confidential Yellow

@kevingespinosa

Define Approach to Content Marketing/ Syndication

Syndicate - Social

Analyze ResultsSocial 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

eBusiness Standard Work

Business Unit Standard Work

Standardize Lead Nurture Capabilities to Extend

Engagement

1 2 3Define Approach to Content Marketing

Syndicate toVarious Platforms

Identify Campaign Fundamentals

1Incorporate Lead Scoring/

Nurture to ExtendEngagement

3Secure Essential Content

Assets for Syndication

2

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