Brian Stokoe - Social Media Program Manager

@stokobr

Social Media at Caterpillar Inc.

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.

• 100,000+ Employees

• Sales & Revenue +$40 Billion

• 180 Cat Dealers Around the Globe

• ~20 Customer / Industry Segments

SOCIAL MEDIA is a public demonstration of your customer/business relationship.

VS.

Forum

B2B

Local Contractor

Mining

Earthmoving Contractor

Industrial Processing

Quarry & Aggregates

Local Contractor

Electric Power

Generation

Marine Petroleum / Oil & Gas

Industrial / OEM

Rail Nascar

ForestryWaste

Mining

Pipeline Government

Turbine

Underground Tunneling

Corp. News / Investors

Consumer Merchandise

Rugby

Products Charity

Environmental

Enthusiast

On-Highway Transportation

• Cat Products

• Electric Power

Connecting with the Right Audience

Establish Policy / Procedure

Tie to overarching policies: • Intellectual Property• Public Communications• Protection of Assets• Data Privacy

Employees should never convey or imply that they are speaking on behalf of Caterpillar or its affiliates if it is not, in

fact, the case. Depending upon the situation employees may need to utilize a disclaimer such as: "the postings on this site are my own and may not represent the views of Caterpillar".

Employees may participate by authoring a personal blog,

participating in an online community, collaborating on a project virtually, responding to internet blog postings, editing entries on wikis, or otherwise getting involved in public discourse.

Caterpillar’s Worldwide Code of Conduct provides the foundation

for Caterpillar Enterprise Policies, Enterprise Procedures, and

Guidelines and serves as a daily guide to put our values in action.

Caterpillar expects all employees to use good judgment while

participating in collaborative and social media and to exercise personal responsibility over any exchanges they participate in.

Metrics

BroadMacro

TacticalMicro

{Grow} Blog Lists Caterpillar as a top 10 Company BlogsCaterpillar established separate blogs based on industry (construction, electrical, marine) with sub-categories under each industry (products, safety, problem-solving). This company does a wonderful job engaging customers, using the community to solve problems, and rewarding customer ideas.

Chief Content Officer Lists Caterpillar as #12 on “Fab 15” Content Innovation EffortsA buzzing online forum where professionals who work with Caterpillar equipment and engines can exchange information, find answers and get expert advice from their peers.

12 Most Successful Corporate Blogs# 7. Caterpillar: Fantastic B2B corporate blog that proves anyone can blog and that everyone reads them — regardless of the color of their collar. Excellent use of categorization and focus on problem-solving vs. marketing speak.

• Brand Awareness

• Customer Support

• Sales Leads

Results

Questions

@stokobr