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.
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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.
“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
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