Caterpillar: Courting Customers

摘要

Caterpillar is one of the most far-flung companies in the world, with thousands of its high-priced excavators and earth movers digging holes and cleaning up debris for hundreds of public and private customers in dozens of countries at any given moment. So the Peoria, Illinois-based heavy-equipment giant is turning to social media in a variety of ways to tie that vast and sprawling community more tightly to its brand. "We try to connect the dots with whatever content we do on social media," says Kevin Espinosa, social media manager. "At the end of the day, we're trying to sell a piece of machinery-a product, a service or some training. We try to generate leads for our dealers and get them to dealers as fast as we can, so they have a relationship with the customer."