1/ John Deere has one of the best communication teams in the world. I did an analysis of how they plan and execute their PR and social strategies.
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2/ John Deere - The Company
• John Deere employs 67,000 employees
• John Deere has offices in over 30 countries
• John Deere has a social media presence in 54 countries
• Since their start in 1867, they've designed over 690 different tractor models
• John Deere employs 67,000 employees
• John Deere has offices in over 30 countries
• John Deere has a social media presence in 54 countries
• Since their start in 1867, they've designed over 690 different tractor models
3/ John Deere - The Innovator
• John Deere's roots are in agriculture
• Today, they view, themselves as a technology company fighting for talent with the likes of Facebook
• They even developed a self-driving tractor
digital.hbs.edu/platform-digit…
• John Deere's roots are in agriculture
• Today, they view, themselves as a technology company fighting for talent with the likes of Facebook
• They even developed a self-driving tractor
digital.hbs.edu/platform-digit…
4/ Don't Just Tell, But Show
• Any company can claim its innovative
• John Deere's challenge is to prove this to the world
• That's where the PR and social team comes in
• Any company can claim its innovative
• John Deere's challenge is to prove this to the world
• That's where the PR and social team comes in
5/ Building Social
• When John Deere began building a social strategy more than 10 years ago, much of the focus was on the process before tactics
• The team spent time formalizing governance, structure, and collaboration processes
• When John Deere began building a social strategy more than 10 years ago, much of the focus was on the process before tactics
• The team spent time formalizing governance, structure, and collaboration processes
6/ Who to Focus On?
• The focus would be on amplifying the brand, customers, and their work
• John Deere has millions of customers in hundreds of countries. Each customer has a unique story that John Deere can tell through PR or social
• The focus would be on amplifying the brand, customers, and their work
• John Deere has millions of customers in hundreds of countries. Each customer has a unique story that John Deere can tell through PR or social
7/ Listening Before Creating
• Communication starts with listening
• John Deere focuses on brand protection before content creation
• Are they listening to their audience?
• Does their messaging reflect that?
• Communication starts with listening
• John Deere focuses on brand protection before content creation
• Are they listening to their audience?
• Does their messaging reflect that?
8/ Social Listening
• The social team tracks AgTwitter and AgInsta to listen
• For example, in March 2019, a flood hit the Midwest
• John Deere was able to learn first-hand how its customers were affected and react
• The social team tracks AgTwitter and AgInsta to listen
• For example, in March 2019, a flood hit the Midwest
• John Deere was able to learn first-hand how its customers were affected and react
9/ Listening in the Physical World
• Trade shows play a critical part in the communication process
• John Deere uses trade shows to launch a new product
• These are vital opportunities to solicit feedback from their customers
• Trade shows play a critical part in the communication process
• John Deere uses trade shows to launch a new product
• These are vital opportunities to solicit feedback from their customers
10/ Beginning the Process
• @jenalyson uses a daily huddle to bring together different stakeholders to align messaging
• Two questions are asked:
• What are people hearing and saying?
• What is the narrative we are trying to tell at John Deere?
• @jenalyson uses a daily huddle to bring together different stakeholders to align messaging
• Two questions are asked:
• What are people hearing and saying?
• What is the narrative we are trying to tell at John Deere?
11/ How the Daily Huddle Works
• Employees will share media coverage and what competitors are sharing
• These conversations help generate ideas and create cross-collaboration with teams that might not speak together
• Employees will share media coverage and what competitors are sharing
• These conversations help generate ideas and create cross-collaboration with teams that might not speak together
12/ Aligning Stakeholders
• The daily huddle is also an opportunity to educate and empower stakeholders
• Many brands make the mistake of not educating internal stakeholders
• This leads to problems in the long-run because narratives aren't aligned
• The daily huddle is also an opportunity to educate and empower stakeholders
• Many brands make the mistake of not educating internal stakeholders
• This leads to problems in the long-run because narratives aren't aligned
13/ "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 his 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 his goals?"
• It's an investment well-spent
14/ PR & Social Team
• PR and social is one combined team that reports directly to @jenalyson
• The social team acts as the first line of defense
• They are monitoring what's happening online, paying attention to any mentions of John Deere
• PR and social is one combined team that reports directly to @jenalyson
• The social team acts as the first line of defense
• They are monitoring what's happening online, paying attention to any mentions of John Deere
15/ PR & Social Team (Part 2)
• From a PR standpoint, they are alerting employees if any issues arise
• The social team plays a risk mitigation and a listening role
• From a PR standpoint, they are alerting employees if any issues arise
• The social team plays a risk mitigation and a listening role
16/ What is Success?
• Many companies celebrate the "sexy" achievements like a viral tweet
• John Deere also celebrates the "ugly" wins like another week of no controversy
• Many companies celebrate the "sexy" achievements like a viral tweet
• John Deere also celebrates the "ugly" wins like another week of no controversy
17/ Putting It All Together
• In March, John Deere had a tweet go viral
• The tweet might have been spontaneous, but its success was no accident
• John Deere had spent years aligning its PR and social strategy to fit its audience
• In March, John Deere had a tweet go viral
• The tweet might have been spontaneous, but its success was no accident
• John Deere had spent years aligning its PR and social strategy to fit its audience
18/ The Tweet
• The tweet was years of hard work and planning in the making
• Over 1 million impressions
• The tweet was years of hard work and planning in the making
• Over 1 million impressions
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