John Deere's Facebook Turf Reaps More 'Actions'
Brand supports new "want" and "own" Facebook buttons with ads.
Brand supports new "want" and "own" Facebook buttons with ads.
John Deere, looking to sell tractors and lawn mowers during spring, has added “want” and “own” buttons to its Facebook page, allowing consumers to express more specific interest levels in particular products. For instance, with either “want” or “own,” Facebook users can virtually fill in the following blanks: “I ____ the John Deere 1 Series sub-compact utility tractor”; and “I ____ the John Deere H120 loader attachment”.
After they select one of the two buttons via the brand’s “Deere Season” app, they are offered a message slot where they can describe why they want or own the tractor. The message then posts to their Timeline. If the person’s Facebook friends tap a link in the post, they are taken to the product’s details page on JohnDeere.com. There, consumers can request a price quote for the tractor.
David Niederkorn, a marketing rep for the Moline, IL-based firm, said the brand is running Facebook ads that push users to the app, while also buying paid promotions on the social site for seasonal specials. He said other verb buttons such as “love” and “crave” would be appearing in the brand’s Facebook efforts.
In an email to ClickZ, he explained how the Facebook app could drive sales at local dealers. “[It] will support John Deere dealers by inspiring new and existing customers to consider, explore, and perhaps purchase or upgrade existing equipment, ” he said.
While brands for the last several months have been able to permit more action verbs to their Facebook pages, John Deere appears to be one of the earliest major companies to test the engagement features. The 175-year-old brand has 1.1 million Facebook fans/likes.
Meanwhile, Niederkorn suggested that his actions-based app could have customer relationship management (CRM) and product development benefits. “[It] also supports John Deere’s commitment to listening and responding to customer feedback,” he said, “since fans will be able to share a wide range of testimonials and product feedback.”
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceBar Louie was founded in 1990s Chicago as ‘The Original Gastrobar™’. Its foundation as a neighborhood bar is integral to Bar Louie&r...
View articleAs governments and social media platforms lock horns on news placements, we’re asking marketers for their opinion on how the issue will shape their st...
View articleMost marketers who consider Facebook a valuable platform are feeling baffled with the series of changes that the social media giant has brought in rec...
View articleThe average person spends just under two hours a day (116 minutes) on social platforms, which means a successful social media strategy is imperative f...
View articleEveryone’s on social media these days, so your business should be, too. But without paid media, your campaigns could have the impact of a falling tree...
View articleFacebook has announced that it is planning to withdraw the ability to boost a list of post types from its available ad formats, as they didn’t seem to...
View articleFacebook recently announced the introduction of new metrics for its Insights page with the aim of offering improved measurement. We break down how to ...
View articleFacebook has announced the rollout of three more updates designed to target and eliminate clickbait headlines. Here's how to make sure you aren't affe...
View article