JC Penney chose to use social media to connect with customers and revive its brand. It renewed its accounts on platforms like Facebook, Instagram, Pinterest, and Google+ to engage with customers, learn their needs, and communicate promotions. Statistics show that social media influences many women's purchasing decisions. While social media helped increase easy access to promotions, a poorly worded tweet also caused a crisis, highlighting that social media is a double-edged sword and must be carefully managed. Moving forward, JC Penney aims to build stronger emotional connections with customers online and in stores.

1. Whether JC Penney could
revive through
Social Media Strategy ?
Yan Yan
03/29/2014

2. Connect with customers,
we choose
social media
social media has infiltrated
most aspects of our
everyday lives, from the way
we keep in touch with
friends, to the way we shop.

3. Connect with customers,
we choose
social media

4. JC Penney’s social media marketing
JC Penney chose social
media to build
relationship with its
target consumer group.
Statistic shows that:

5. Female customers are more influenced
by social media
• 32.5% of women influenced by special offers
of Facebook, and 29% on Twitter.
• 78% of comments said companies’ social
media posts impact their purchase
• In 2013, 42% of customers like a brand on
social media to get a coupon or discount
(http://www.sociallystacked.com/2013/11/12-surprising-stats-about-
how-social-media-influences-holiday-
purchases/#sthash.fxOWtF4b.dpuf ).

6. JC Penney’s social media marketing
1. Renewed and opened its company
business social media accounts in all
the mainstream social media channels.
http://instagram.com/jcpenney/
https://plus.google.com/+jcpenney/videos
http://www.pinterest.com/jcpenney/
https://www.facebook.com/jcp
…….

7. JC Penney’s social media marketing
2. Engage with the Company’s
customers, team members, vendors
and shareholders, to understand their
needs, views and insights.
“We listen to you”
https://www.facebook.com/photo.php?v=4585997408882
69

8. JC Penney’s social media marketing
3. Communicated with customers

9. JC Penney’s social media marketing
Achievements:
Data from HootSuite shows that:

10. JC Penney’s social media marketing
Achievements:
Purchasing easily the links from social
media.

11. JC Penney’s social media marketing
Social media can support you,
but also……..
The poorly typed tweets from J.C.
Penney’s social media manager put this
brand to another crisis.

12. JC Penney’s social media marketing
Sentiment from viewer is a double-
edged sword.

13. JC Penney’s social media marketing
What is next ?
• Build emotional connection with customer.
• Create the experience that will make consumers want
to return again and again. .
http://www.youtube.com/watch?v=9D91fZh9eGk.
• Create in-store partnership with famous fashion
brands.
"I have been a customer of JCP for over 20 years.
The only reason I still go there is because of the salon”
• Hire a social media monitor company to analyze
engagement rate