7/31/2019 Caterpillar insights by Trufflenet

1/1

Caterpillar a focus of business pundits

1. Prompts of conversations about Caterpillar

Equipment sales

n = 364 n = 442

Share price fall

Miscellaneous

business

3. Products most frequently mentioned

Loader Footwear Engine

2. Sentiment towards Caterpillar

LikeLove Balanced Dislike

4. Locations of Twitter Users

US UK Canada UAE Writing TechnologyMusicBusiness

0% 6.3% 93.7% 0%

THE DIGITAL INTELLIGENCE SERVICE

Growth and

expansion NASCAR Bucyrus merger

4.7%

Engine recall

5.5%

Hate

0%

2.8%

14.3%17% 3.8%31.9%

64.8% 14.1%22% 10.6%

Grader

6.5%

5. Bio interests of Twitter users

9.9%

Most of the online discussion about Caterpillar related to the company rather than its products. Developments in the global economy dominated

much of the conversation and the aftermath of S&Ps move to downgrade the US credit rating featured prominently. People trading second hand

Caterpillar products online were mainly selling construction machinery and parts. Talk about Je Burtons Caterpillar sponsored NASCAR prospects

also featured heavily amongst US commentators.

n = 123 n = 71

Despite the dopwnturn in its construction industry, the US still dominates the online

conversation about Caterpillar products with almost two thirds of stated Twitter

locations being in the US. The strong performance of the United Arab Emirates is

perhaps indicative of the nations continuing emergence as a leading construction

market. Other areas of the world were largely absent from the results, particularly

noticeable was a lack of results from South America or Australiasia.

A broad range of Caterpillar products featured in our search results, with excavators

(5.7%), trucks (5.7%) and diesel generators (4.1%) not far behind those products

listed above. Mentions of footwear were largely concerned with mens steel toed

work boots and were often posted by people looking for good deals. There was ver y

little comparison or recommendation of Caterpillars mechanical products, which

presents an opportunity for Caterpillar to raise its online prole.

Methodology:

n = 22

The bio interests of Twitter users talking about Caterpiller reect an educated, busi-

ness orientated and tech savvy clientele. This is consistent with the overall trend of

the search results being focused on the business aspect of Caterpillar rather than the

usage of its products by people in the construction industry. Caterpillar could ben-

et from seeking to reach out to a broader spectrum of their online customers.

The search used to form this analysis ran from 8 August to 9 August 2011, focused

on global english language content and produced 2,091 results, 442 of which were

relevant. A 'result' refers to the raw material our system generates when it scours

the Internet. A 'relevant result' is a result that is deemed relevant to the subject of

the analysis. 'Data' refers to a rened relevant result - a result that has been consid-

ered, and topics and values applied to produce a piece of data. The 442 relevant

results used in this analysis produced 1,022 pieces of data, a ratio of 2.31 pieces of

data per relevant result. It should be noted that data is not linear, and not every

result provides data to every topic. The 'n' value (n = X) indicates the volume of data

used in answering each topic.

The vast majority of comments about Caterpillar were on business related issues where no sentiment was

oered. The fact that no one made any negative statements about Caterpillar or its products is very encourag-

ing. However, the number of people talking about the company and products in an evaluative context was

extremely low. It could be of great benet for Caterpillar to encourage the formation of online communities

sharing experiences with its products.

That's over 184 000

jobs that are created by

exporting and Caterpillar is

one of the leaders in that

@GreenKelly @sparklybutteries @RuanB69

Twit twit tweet tweet-

Caterpillar boots and Levi Jeans...

Retail therapy is a miracle

cure....even for men

Let's See If Caterpillar's

Growth Is for real Caterpillar

carries $3.4 billion of goodwill and other

intangibles on its balance sheet. Sometimes

goodwill, especially when it's excessive,

can foreshadow problems down

the road. Could this be the case

with Caterpillar?

Copyright Truenet 2011. All rights reserved.

7.1%

26% 31.8% 18.2% 13.6%18.2%