Sue Otten

AGCO, the world’s #3 agriculture equipment manufacturer has multiple brands sold in 140 countries through a dealer channel. AGCO operates as decentralized, matrix-managed organization in an industry not known for its early adoption of marketing technology. So how did AGCO become the industry’s social media thought-leader, with no additional headcount or budget? Talk about a compelling ROI!

Sue Otten, Director of Corporate Marketing & Brand Communications Worldwide, launched AGCO’s comprehensive social media initiative less than a year ago while educating global marketing teams on benefits, policies, technologies, tips & process. Learning as she went, Sue took calculated risks to get the buzz going both internally & externally. AGCO soon was ranked along with Coca-Cola & Delta Airlines with a perfect engagement score and won her industry’s “best of” award (National Agri-Marketing Association).

AGCO’s comprehensive social media initiative is now anchored by their daily AGCO Blog, launched in April. It also includes Facebook for customer engagement, the all-powerful content-rich YouTube, Twitter for delivering content to multiplier-type institutions, live AGCOchats with product experts on Ustream, and document/photo sharing with Scribd, and Flickr.