55% Increase In Traffic
65% Increase In Customer Lifetime Value
120% Increase In Revenue
60% Increase In Conversion Rates
Background
GMG was in partnership with Caterpillar for a number of months before the strategic decision was made to further develop and build our digital relationship through the optimization of Energy Power Systems Australia's social media.
Mission
Due to a lack of a dominant player in social media within the market, our goal as to generate a social leader in Energy Power System Australia. We aimed to create a platform for Caterpillar to engage with and educate their target market, despite them being historically difficult to capture within a digital context.
Methodology
Prior to GMG being appointed as Caterpillars' social partner, social engagement and content had been reactive and sporadic. Caterpillar required a strategic framework and clear objectives for their social channel. To effectively communicate and engage with their target market, we needed to understand them and their journey. Leveraging existing qualitative research, we designed numerous user journeys and specifically looked at the role of social channels; this provided us with a data-driven content strategy. GMG defined Caterpillars tone by running a series of workshops, which enabled the GMG Social and Content team to operate as an extension of the Caterpillar team with complete authenticity.
Process
We have successfully executed a data-driven content strategy for social. All content is held accountable to specific metrics that coupled with additional insights results in better content that increases community engagement.
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