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Social at JCPenney: 
Conversation-led marketing 
SEAN RYAN 
JCPENNEY 
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
Social 
@ 
Conversation-Led Marketing 
Sean Ryan 
Director, Social  Mobile
Social @
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 @
Social @ 
Relevance 
Tone 
Timing
Social @
Social @
Social @
Social @
Conversation Led: Lululemon “Razz” 
Social @ 
strategic overview JCPenney | 9
Conversation Led: Kmart “Sass” 
Social @ 
strategic overview JCPenney | 10
Conversation Led: Kmart “Sass” 
Social @ 
strategic overview JCPenney | 11
Conversation Led: “Real Time” 
Social @ 
strategic overview JCPenney | 12
Conversation Led: #GoLigety 
Social @ 
Round-Up 
strategic overview JCPenney | 13
Conversation Led: #GoLigety 
Social @ 
strategic overview JCPenney | 14
Conversation Led: #GoLigety 
Social @ 
strategic overview JCPenney | 15
Conversation Led: #GoLigety 
Social @ 
strategic overview JCPenney | 16
Conversation Led: #GoLigety 
Social @ 
strategic overview JCPenney | 17
Conversation Led: #GoLigety 
Social @ 
strategic overview JCPenney | 18
Conversation Led: #GoLigety 
Social @ 
strategic overview JCPenney | 19
Conversation Led: #GoLigety 
AdWeek’s 
“Ad 
of 
the 
Week” 
and 
aired 
on 
NBC 
Social @ 
strategic overview JCPenney | 20
Conversation Led: #TweetingWithMittens 
Social @ 
strategic overview JCPenney | 21
Conversation Led: #TweetingWithMittens 
Social @ 
strategic overview JCPenney | 22
Conversation Led: #TweetingWithMittens 
Social @ 
strategic overview JCPenney | 23
What’s Working: #TweetingWithMittens 
Social @ 
strategic overview JCPenney | 24
What’s Working: #TweetingWithMittens 
Social @ 
strategic overview JCPenney | 25
What’s Working: #TweetingWithMittens 
Social @ 
strategic overview JCPenney | 26
What’s Working: #TweetingWithMittens 
Social @ 
strategic overview JCPenney | 27
What’s Working: #TweetingWithMittens 
Social @ 
strategic overview JCPenney | 28
What’s Working: #TweetingWithMittens 
Social @ 
strategic overview JCPenney | 29
What’s Working: #TweetingWithMittens 
Social @ 
strategic overview JCPenney | 30
What’s Working: #TweetingWithMittens 
Social @ 
strategic overview JCPenney | 31
What’s Working: #TweetingWithMittens 
Social @ 
strategic overview JCPenney | 32
What’s Working: #TweetingWithMittens 
Social @ 
strategic overview JCPenney | 33
What’s Working: #TweetingWithMittens 
Social @ 
strategic overview JCPenney | 34
What’s Working: #TweetingWithMittens 
Social @ 
strategic overview JCPenney | 35
What’s Working: #TweetingWithMittens 
Social @ 
strategic overview JCPenney | 36
What’s Working: #TweetingWithMittens 
Social @ 
strategic overview JCPenney | 37
Social @ 
#ThankYou 
@SeanWRyan 
Sean@jcp.com
Learn more about past and 
upcoming events 
SOCIALMEDIA.ORG/EVENTS 
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

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