Home / 11 Aug, 2015

5 things that John Deere’s social media campaign tells us about farmers

5 things that John Deere’s social media campaign tells us about farmers
Agriculture plays a huge part in any dealer’s playbook, and if anyone knows how to read that audience properly it’s John Deere.

While their social media pages may peak and trough with the amount of content they produce, ultimately it’s the subjectivity of that content and its phrasing that is the most telling. At the end of the day, John Deere’s social media campaign can actually tell us a lot about the agricultural audience, how they spend, what they’re interested in, and what’s really important to them.

Here are 5 things that John Deere’s social media campaign can tell us about farmers:

1. History is important to a farmer

While John Deere’s Twitter and Facebook pages hum with promotions, the great green and yellow’s Instagram page is an entirely different kettle of fish. Seizing on the power of the SLR camera and the in-built photo filtration system, John Deere use their Instagram account as a way to promote engagement instead of a way of spamming marketing material.Farmers reminisce over equipment of old, wonderful snapshots of farmland they grew up in, and the trivialness of simple farm duties passed down to them by their fathers and grandfathers.

Lessons to learn: Social Media is more than a sales platform, it’s a meeting place for customers to engage with you on a personal level

2. Different Social Media accounts do different things

John Deere understands that their audience use their social media in different ways, and as such their approach to generating content is different. While Instagram is a great way to generate personal engagement, the lack of an agricultural audience on Linkedin means John Deere need to strategize more about the content pushed through it.

Lessons to learn: Know the limitations of your audience and use that as a way to strategize where your content ends up. Generated content that gets no traction is a wasted effort.

3. Farmers have tremendous sense of community

The John Deere Twitter account is a great example of tapping into the wonderful sense of empathy in the agricultural community – John Deere likes to ask questions, and farmers respond. John Deere asks the audience about their day, they introduce their audience to new farming interns, and love to spotlight individuals that go above and beyond in using their John Deere equipment in helping their communities.

Lessons to learn: Asking questions is a great way of getting a feel for the agricultural audience

4. After Domestic Property care, Agricultural content is their 2nd most viewed content

Youtube doesn’t lie – while introductory or instructional videos for Property Care products rule the roost in regards to views, farmers and farm owners are close behind in consuming video media off their Youtube social media account. The biggest draws? Videos that showcase ways for farmers to increase efficiency and productivity.

Lessons to learn: Farmers pay attention, and while video may seem like a more expensive way to promote or inform, the stats show they are definitely being consumed by an agricultural audience on a large scale

5. Farmers are always communicating

Whether it’s an awesome Instagram pic or a promotional tweet, farmers are always watching and love to communicate back. John Deere’s social media pages have evolved beyond simple promotional frameworks, and now hum with activity in both directions; farmers give products reviews, offer suggestions how products can be upgraded or improved, and share their own stories on how the products have increased the value of their operations.

Lessons to learn: It’s 2015 – everyone, including the agricultural audience, has cottoned on to the fact that social media is a 2 way street. Use SM effectively for testing, for feedback, and for generating testimonials