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44 Lessons on PR & Social from @jenalyson (Thread)
Inspired by the Instagram Live conversation between @mkobach & @jenalyson
Lessons
Inspired by the Instagram Live conversation between @mkobach & @jenalyson
Lessons
Experimental Marketing
• Jen started her career running the Gold Key program at John Deere
• Gold Key provided behind the scene tours to customers
• This taught her the importance of turning customers into brand advocates
• Customers = Storytellers
https://www.deere.com/en/connect-with-john-deere/gold-key-tours/
• Jen started her career running the Gold Key program at John Deere
• Gold Key provided behind the scene tours to customers
• This taught her the importance of turning customers into brand advocates
• Customers = Storytellers
https://www.deere.com/en/connect-with-john-deere/gold-key-tours/
John Deere Social Team
• @JohnDeere has a small social media team
• Jen runs PR
• Operates in 150 countries
• Focused on governance, structure, and collaboration of the social media team before content creation
• Focus on amplifying brand, customers, and their work
• @JohnDeere has a small social media team
• Jen runs PR
• Operates in 150 countries
• Focused on governance, structure, and collaboration of the social media team before content creation
• Focus on amplifying brand, customers, and their work
Organic Social
• We spend too much time creating content, but not enough time protecting
• We need to listen and stay tuned into our audience
• Jumping onto the latest social trend isn't the only part of your job
• We spend too much time creating content, but not enough time protecting
• We need to listen and stay tuned into our audience
• Jumping onto the latest social trend isn't the only part of your job
Positioning as an Innovator
• John Deere is over 200 years ago
• Goal is to position the company as innovative & forward-thinking
• Not just to tell people they are innovative, but show they are innovative
• Next-generation employees look at social when applying for jobs
• John Deere is over 200 years ago
• Goal is to position the company as innovative & forward-thinking
• Not just to tell people they are innovative, but show they are innovative
• Next-generation employees look at social when applying for jobs
Internal/External Communication
• No line between internal & external communication
• An email sent internally can be leaked externally (don't just anticipate it, but expect it)
• No line between internal & external communication
• An email sent internally can be leaked externally (don't just anticipate it, but expect it)
Align Organic and Earned Media
• PR efforts should align with organic social efforts
• Many brands make mistakes because their narratives aren't aligned with social
• We need to educate and empower employees who don't understand social
• PR efforts should align with organic social efforts
• Many brands make mistakes because their narratives aren't aligned with social
• We need to educate and empower employees who don't understand social
Getting Better at Social
• What are our customers saying on social?
• How do we listen to them?
• Practice building your personal audience
• "If you can't market yourself, you shouldn't market a brand"
• Ask, "How do I optimize content?"
• What are our customers saying on social?
• How do we listen to them?
• Practice building your personal audience
• "If you can't market yourself, you shouldn't market a brand"
• Ask, "How do I optimize content?"
Daily Huddle
• Jen brings together the team daily
• Goal is to align messaging: what are people hearing and saying?
• What's the narrative we are telling?
• Daily huddle helps educate different stakeholders in the company
• Don't only share successes, but failures
• Jen brings together the team daily
• Goal is to align messaging: what are people hearing and saying?
• What's the narrative we are telling?
• Daily huddle helps educate different stakeholders in the company
• Don't only share successes, but failures
"Jerry" from Marketing
• Every company has a "Jerry"
• He asks the social team to post a .pdf or a .ppt
• Turn Jerry into a champion
• Don't chide him, but educate him
• Ask him, "What are your goals?"
• It's an investment well-spent
• Every company has a "Jerry"
• He asks the social team to post a .pdf or a .ppt
• Turn Jerry into a champion
• Don't chide him, but educate him
• Ask him, "What are your goals?"
• It's an investment well-spent
Imposter Syndrome
• Everyone has imposter syndrome
• Jen has it
• Don't be afraid to fail
• Your opinion matters, no matter how junior
• Everyone has imposter syndrome
• Jen has it
• Don't be afraid to fail
• Your opinion matters, no matter how junior
Jen's Favorite Tweet
• The best tweets share an emotion
• They tap into your audience
• The tweet below did that https://twitter.com/JohnDeere/status/1244365541852082176?s=20
• The best tweets share an emotion
• They tap into your audience
• The tweet below did that https://twitter.com/JohnDeere/status/1244365541852082176?s=20
Check out this tweetstorm in blog-form on my website and sign up for my newsletter :) https://www.arilewis.com/aris-posts/kryknf1i9a0xm3506dzogqixrolrfh
