The document outlines Sue Otten's expertise in marketing strategy, business development, and social media engagement, highlighting her accomplishments in driving sales and client relations through seminars and digital tools. It emphasizes the importance of branding consistency across multiple segments and the successful execution of social media programs that foster customer loyalty and engagement. Additionally, it discusses integrated communications efforts, including public relations and crisis management, demonstrating a strong commitment to effective messaging and corporate identity.

1. Sue Otten, ABC*
Marketing Strategist
• Business Development / Sales
• Social Media/Digital
• Branding / Product
• Communications
– Public Relations
– Crisis Management
*accredited business communicator

2. Business
Development
New & Existing Clients
- Buy
- Buy More
- Buy Faster
- Buy Again

3. BUSINESS DEVELOPMENT: Solution Seminars
Live & Webinars
• Total Solution
• Co-Sponsored (funded) by:
- HW & SW Suppliers
- Dealers
- Consultants
• Proven Process
- Seminar
- Follow-up
- Close Sales
- Follow-up
- Close More Sales
• 80:1 ROI
- 3000 seminars
- 85% budget cuts
- $450M revenue

4. BUSINESS DEVELOPMENT: Tools to Drive Sales
CDs/White Papers/Websites
• Consistent solutions messaging
• Dealers/Consultants
- Leverage tools to expand reach
• Sales tool to drive purchases
• Very targeted markets
• Sales Support contact
- Pre qualify
- Schedule meetings
- Meeting & sales follow-up

5. BUSINESS DEVELOPMENT: Sales Tools for Channel
Dealers/Consultants
• 100% Channel Funded
• Corporate Content
• Customized for Local Audience
• Local SW Reps
• Solutions Training for Channel
• Overachieved goal of 10,000 in
2000 Solution Seminars

6. BUSINESS DEVELOPMENT: Events/Conferences
Target Market: Small Office-Home Office
• 100% Funded by
Sponsoring Partners
• Included Selling
Dealers/Consultants
- On-site training &
support
- Post event follow-up
• Industry Leading
Speakers
• Industry education &
training
• Strong PR Value
- Massive Media & PR
Coverage

7. Social Media
Customer Engagement
for a
Competitive Edge

8. SOCIAL MEDIA: Award-Winning Results
Best of 2009 Broadcast PR
Professional Development
Excellence Award
Author of
chapter
featured as
Conference presenter sample
pages
Winner
Perfect engagement score, Video presentation vs.
along with Coca-Cola & Delta flooded conference in
Nashville

9. SOCIAL MEDIA: Build Brands – Build Relationships
Beat competition - Build brand & customer loyalty
• Early adopter
• Great Customer potential
– 8.3M Facebook profiles
– Average age = 37 years (good demographic VS.
average customer age= 55 years)
• Global content harvesting
• Content curators
– Editors/publishers
– Tools/technology
• Integrated Messaging
– PR
– Promotions
– Tradeshows
– Dealers/Distributors

10. SOCIAL MEDIA: Programs
Blog
• Product sections
• Industry & Safety focus
• 50 authors representing
140 countries
• Corporate = content curators,
not creators
• Common platform for best
practices:
– Technology
– Policy
– Legal
– Style & voice
– Crisis handling

11. SOCIAL MEDIA: Programs
Facebook
• 65,000 Fans
• 151% increase YoY
• Growing global reach:
- EAME +63%
- EEA +314% YoY
- SA +16%
- NA +13%
• Dealer Fan Pages
• Integrated Blog Content
• Advertising: Fan Acquisition

12. SOCIAL MEDIA: Programs
Twitter
• Quick hit news
• Integrated with Blog
content
• Different fan base
• 4600 followers
• 400% increase YoY
• Broadens exposure to
industry aggregators
- media
- students
- researchers
- associations

13. SOCIAL MEDIA: Programs
YouTube
• Showcase AGCO &
products
• 35+ playlists
• +351% subscribers
• 600 videos
• 600,000 views

14. SOCIAL MEDIA: Promotions
Farm Dog Photo Contest
• Global Customer Engagement
- Everyone loves their Farm Dog!
• 860% increase in entrants
• 500 Entries
• 27 Countries
• 18,500 FB views
• 5200 votes
• Only 140 unlikes (post 2 wks)

15. SOCIAL MEDIA: Power of Engagement
Customer Research Panel
• Supplement expensive Voice of Customer
• Low cost/no cost data gathering solution
• Global access
• Pre-qualified panelists with application process
• Product Photos/Videos for commenting
• Polls & Questionnaires
• Build a technology community of users
• Early successes showcased tool for other
product development groups
• 1st attempt not successful 12 months earlier
– Learned & relaunched
– Ease-of-use a key success factor

16. Branding
Integrating a
Brand Strategy:
NOT Just Acquisition of
Brands

17. BRANDING: Objective
Quality & Consistency
• 30+ Brands Acquired
• Strengthen AGCO Brand
• Focus on 4 Product Brands
• Improvement of:
– Higher quality materials
– Global consistency
– Brand differentiation
– Margin improvement

18. BRANDING: Results - Segments
Establish clear brand segments
Efficient Technology: Professional farmers who demand a
strong ROI from premium advanced technology
Smart Power: Producers who are driven to compete and
grow their large-scale agribusiness operations
A World of Experience Working for You: Today s
farmers who care for their land & demand dependability
Individually Yours: Progressive farmers & contractors who
seek solutions individualized to the way they work
With defined global architecture for each Brand

19. Communications
& Marketing
Corporate Brand
&
Product Brands

20. COMMUNICATIONS & MARKETING: Corporate Website
AGCOcorp.com
• AGCO Key Messaging
• Integrated with Social Media
• SEO Google juiced
• Product -> Corporate focus
• Mile wide/inch deep
Previous
– Drives to Geo, Regional &
Product Branded Websites
– Domain Name Policy
– Correcting 500+ URLs
Current

21. COMMUNICATIONS & MARKETING: Employee Intranet
Women s Network
• Built on new SharePoint
• New Diversity Initiative
• Corporate Program
• Regional Focus
• High Engagement
– Profiles
– Open Architecture
– Discussions
– Professional Development

22. COMMUNICATIONS & MARKETING: Advertising
Global Messaging
• In support of Ukraine tradeshow
• Keynote speaker
• Technology in Agriculture
• Global diversity
• Broad product reach
• Showcase AGCO & 4 core brands
• Develop ad campaign to be
leveraged for other shows/
conferences, programs, content
areas
• Human Resources
• Financing & Rental programs
• Emissions programs

23. COMMUNICATIONS & MARKETING: Brochures
Internal & External Messaging
• HR Recruitment
– Global
– Supports 27 different HR systems
– Broad product reach
– Supports diversity
– Joint project with Human Resources
- Template for Regions/Languages
- Consistent image/style
• Annual Report
• Sustainability Report
• AGCO/Challenger positioning
– Positions Challenger brand as the only
solution for Russia/Eastern Europe
– 3-time award winning materials

24. COMMUNICATIONS & MARKETING: Public Relations
Press Releases/Web content
• Website
– Corporate development
– Regional & Brand
- Approvals
- Posting
– Events:Brazil, China, Russia
• Scribd
– Archive
– Drives SEO
– +50,000 reads
• Social Media Content
– Integrated
– Drives SEO
– Encourages engagement

25. COMMUNICATIONS & MARKETING: Crisis Management
Built a Global Team & Process
• All Locations worldwide
– Process & Policy
– Training
- HR
- Communications
- Site Leaders
– Tools
– Ongoing Training Updates
– Wallet Cards, customized by country