Sue Otten, ABC*

Marketing Strategist

•  Business Development / Sales

•  Social Media/Digital

•  Branding / Product

•  Communications

– Public Relations – Crisis Management

*accredited business communicator

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

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

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

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

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

Social Media Customer Engagement for a Competitive Edge

SOCIAL MEDIA: Award-Winning Results

Author of chapter

featured as sample pages

Conference presenter

Best of 2009 Broadcast PR

Professional Development Excellence Award

Winner

Perfect engagement score, along with Coca-Cola & Delta

Video presentation vs. flooded conference in

Nashville

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

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

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

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

SOCIAL MEDIA: Programs

YouTube

• Showcase AGCO & products •  35+ playlists •  +351% subscribers •  600 videos •  600,000 views

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)

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

Branding Integrating a Brand Strategy:

NOT Just Acquisition of Brands

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

BRANDING: Results - Segments

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

Efficient Technology: Professional farmers who demand a strong ROI from premium advanced technology

Individually Yours: Progressive farmers & contractors who seek solutions individualized to the way they work

Establish clear brand segments

With defined global architecture for each Brand

Communications & Marketing Corporate Brand & Product Brands

COMMUNICATIONS & MARKETING: Corporate Website

AGCOcorp.com

•  AGCO Key Messaging •  Integrated with Social Media •  SEO “Google juiced” •  Product -> Corporate focus •  Mile wide/inch deep – Drives to Geo, Regional &

Product Branded Websites – Domain Name Policy – Correcting 500+ URLs

Previous

Current

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

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

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

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

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