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Social at JCPenney: Conversation-led marketing, presented by Sean Ryan

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In his Brands-Only Summit presentation, JCPenney's Sean Ryan explains how they've leveraged social conversation to tell their brand story in the wake of change.

He shares examples from their recent social media campaigns including the 2014 Olympics and the Super Bowl.

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Social at JCPenney: Conversation-led marketing, presented by Sean Ryan

  1. 1. Social at JCPenney: Conversation-led marketing SEAN RYAN JCPENNEY OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
  2. 2. Social @ Conversation-Led Marketing Sean Ryan Director, Social Mobile
  3. 3. Social @
  4. 4. Conversation-Led Marketing It’s not “Real Time”. It’s planned for – and adjusts as necessary. l Know your Brand. l Know your Audience. l Know your Platform. Social @
  5. 5. Social @ Relevance Tone Timing
  6. 6. Social @
  7. 7. Social @
  8. 8. Social @
  9. 9. Social @
  10. 10. Conversation Led: Lululemon “Razz” Social @ strategic overview JCPenney | 9
  11. 11. Conversation Led: Kmart “Sass” Social @ strategic overview JCPenney | 10
  12. 12. Conversation Led: Kmart “Sass” Social @ strategic overview JCPenney | 11
  13. 13. Conversation Led: “Real Time” Social @ strategic overview JCPenney | 12
  14. 14. Conversation Led: #GoLigety Social @ Round-Up strategic overview JCPenney | 13
  15. 15. Conversation Led: #GoLigety Social @ strategic overview JCPenney | 14
  16. 16. Conversation Led: #GoLigety Social @ strategic overview JCPenney | 15
  17. 17. Conversation Led: #GoLigety Social @ strategic overview JCPenney | 16
  18. 18. Conversation Led: #GoLigety Social @ strategic overview JCPenney | 17
  19. 19. Conversation Led: #GoLigety Social @ strategic overview JCPenney | 18
  20. 20. Conversation Led: #GoLigety Social @ strategic overview JCPenney | 19
  21. 21. Conversation Led: #GoLigety AdWeek’s “Ad of the Week” and aired on NBC Social @ strategic overview JCPenney | 20
  22. 22. Conversation Led: #TweetingWithMittens Social @ strategic overview JCPenney | 21
  23. 23. Conversation Led: #TweetingWithMittens Social @ strategic overview JCPenney | 22
  24. 24. Conversation Led: #TweetingWithMittens Social @ strategic overview JCPenney | 23
  25. 25. What’s Working: #TweetingWithMittens Social @ strategic overview JCPenney | 24
  26. 26. What’s Working: #TweetingWithMittens Social @ strategic overview JCPenney | 25
  27. 27. What’s Working: #TweetingWithMittens Social @ strategic overview JCPenney | 26
  28. 28. What’s Working: #TweetingWithMittens Social @ strategic overview JCPenney | 27
  29. 29. What’s Working: #TweetingWithMittens Social @ strategic overview JCPenney | 28
  30. 30. What’s Working: #TweetingWithMittens Social @ strategic overview JCPenney | 29
  31. 31. What’s Working: #TweetingWithMittens Social @ strategic overview JCPenney | 30
  32. 32. What’s Working: #TweetingWithMittens Social @ strategic overview JCPenney | 31
  33. 33. What’s Working: #TweetingWithMittens Social @ strategic overview JCPenney | 32
  34. 34. What’s Working: #TweetingWithMittens Social @ strategic overview JCPenney | 33
  35. 35. What’s Working: #TweetingWithMittens Social @ strategic overview JCPenney | 34
  36. 36. What’s Working: #TweetingWithMittens Social @ strategic overview JCPenney | 35
  37. 37. What’s Working: #TweetingWithMittens Social @ strategic overview JCPenney | 36
  38. 38. What’s Working: #TweetingWithMittens Social @ strategic overview JCPenney | 37
  39. 39. Social @ #ThankYou @SeanWRyan Sean@jcp.com
  40. 40. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

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