Skip to main

How a 180 Year Old Brand Made a Huge Social Media Pivot

Posted Under: Social Pros Podcast
Content Marketing Awards - 2022 Winner Badge - Best Podcast
Hosted By

Daniel Lemin

Convince & Convert

Hannah Tooker


Leanna Pham

Convince & Convert
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs.  With 600+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

Follow Social Pros on LinkedIn.

Sponsored by: ICUC

To inquire about becoming a guest, please email our Executive Producer, Leanna Pham, at

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


Jen Hartmann, the Public Relations and Social Media Manager at John Deere, joins the Social Pros to discuss how a 180 year old brand leverages paid social.

Social is no longer a free marketing tool How a 180 Year Old Brand Made a Huge Social Media Pivot

There was a time when social could be used as a free marketing tool. The only price you had to pay for some engagement was time and maybe a little bit of luck. However, putting the same message on multiple platforms and hoping for the best isn’t going to cut it anymore.
Paid social is arguably the most effective way for brands to expand the reach of their content. Instead of saturating your audience with content, you need to consider targeting the right audiences, at the right time and on the right social platform.
Jen Hartmann, the Public Relations and Social Media Manager at John Deere, agrees that social is no longer the free marketing tool it used to be. As you can imagine, it was a challenge for her and the social team to transform the corporate strategy of a business that has been in the game for 180 years.
Tune in to find out how paid social helped John Deere target their specific audience with the right message at the right time and how to make it work as part of a much larger marketing communications program.

In This Episode:

  • 08:25 – How to work with multiple social media stakeholders from different countries
  • 13:07 – How to know when you’re one of the best social brands in the world
  • 16:46 – How to balance the content you share with your audience
  • 21:25 – How brands can insert themselves into conversations on social without being tagged or invited
  • 26:58 – Why brands should stop looking at social as free marketing and start seeing the benefits of paid social
  • 31:31 – An insight into John Deere’s influencer marketing strategy

Quotes From This Episode:

We’re a 180 year old company. If we’re going to be around for the next 180 years, we have to continue introducing the latest technologies and innovation.” – @jenalyson
Our social programme would reflect the innovation and technology that our story would say we're committed to. Click To Tweet
When we think about being effective as a brand or in that social space, we’ve got to attract the top tech talent in the industry.” – @jenalyson




Join the Social Pros LinkedIn Community

Join a community of real social pros doing social media on LinkedIn. Receive all the inspiration and ideas straight to your feed and add your thoughts to the conversation.

Follow Social Pros on LinkedIn

Subscribe to Social Pros Podcast

b2b influencer