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Sue Otten Portfolio

Susan Otten
Susan Otten

Sue's portfolio is a brief demonstration of her accomplishments at two Fortune 300 global companies (APPLE, AGCO), start-ups and as a marketing consultant. Recognized by professional associations for innovation and execution of B-to-B social media and global product branding and market segmentation. Integrated, compelling corporate messages deployed via all internal and external communications channels resulting in consistent over-achievement of business objectives.

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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 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
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 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
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 Previous Drives to Geo, Regional & Product Branded Websites Domain Name Policy Correcting 500+ URLs 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

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Sue Otten Portfolio

  • 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
  • 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