44 Lessons on PR & Social from Jen Hartmann
Inspired by my tweetstorm.
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
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
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
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
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)
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
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?"
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
"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
Imposter Syndrome
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