Presentations from the breakfast seminar organised by Munier-BBN, Ad Nova and the International Association of Business Communicators (IABC) France with: Stephane Munier - Director, Munier-BBN Yann Gourvennec - Head of Internet & Digital Media, Orange Business Services Tom Scott - Communications Manager, GE Transportation Xavier Guepet - Head of Multimedia, Veolia Environnement

1. GE Transportation
PowerHaul Launch
Using social media to go beyond traditional
PR in a ‘traditional’ industry environment
Tom X. Scott
GE Transportation
February 18, 2010

2. GE Transportation at a glance
> Business unit of General Electric (GE)
> Established more than 100 years
> Global Headquarters: Erie,
Pennsylvania, USA
> Workforce: approximately 8,000 (65%
US, 35% international)
> Industries: Rail, Intelligent Control
Systems, Mining, Marine, Oil Drilling,
Wind
> Revenue (2009): approx. $4.0 billion
Slide 2 - Tom X. Scott - February 18, 2010

3. PowerHaul communication journey
• Nov. 2007: Largest locomotive
order in Freightliner’s history
(press release)
• Sept. 2008: PowerHaul engine and
locomotive introduction at
InnoTrans, Berlin (press
conference)
• PowerHaul background &
messaging:
•16-cylinder diesel engine
•3,700 GHP
•Ecomagination-certified
•European Stage IIIa emissions
How do you go beyond
compliant
the traditional vehicles?
•Increased fuel-efficiency by ~ 9%
•Reduced life-cycle cost
Slide 3 - Tom X. Scott - February 18, 2010

4. The new frontier of rail
Green PowerHaul breaks into the UK and European market place
• Coupled Comm with customer (Freightliner UK): targeted media events,
digital assets for dedicated Twitter feed, GE YouTube, GE Reports,
Rail/Green Blogs, GE Internet/Intranet, European debut at InnoTrans in
Berlin 2010
• 360 storytelling: Milestone Comm with key internal/external stakeholders:
customers, media, government, analysts, suppliers, strategic partners, rail
fans, employees
> Highlight trans-Atlantic step-by-step locomotive journey
> License PowerHaul design to model locomotive maker…promotional 2010
Slide 4 - Tom X. Scott - February 18,

5. Twitter
Slide 5 - Tom X. Scott - February 18, 2010

6. YouTube
Slide 6 - Tom X. Scott - February 18, 2010

7. GE Reports
Slide 7 - Tom X. Scott - February 18, 2010

8. Thank you
Muito obrigado - Köszönöm - Kiitos -
merci beaucoup - большое спасибо
-너를 감사하십시요- saς eυχaριstούµe -
bedankt! - ありがとう - Vielen Dank -
grazie mille – Dhanyawaad - ¡muchas
gracias! - Tusen takk -謝謝您 - Tack så
mycket - Tesekkurler -谢谢您 - Thank you
– Tak – ‫ﺷـــــــﻜﺮﴽ‬
Slide 8 - Tom X. Scott - February 18, 2010