Amex social media insider v2Presentation Transcript
American Express: Socially Connecting to the Socially Connected Shari Forman VP, Global Social Media Strategy Digital Partnerships & Development
The number of minutes spent on Facebook per month Amount of video uploaded to YouTube every minute Average number of tweets per day on Twitter The number of users who joined Facebook in 2011 200+ Million 700 Billion 48 hours 250 Million
Socializing American Express
Mission and Focus Business Prioritization Going Global Speed to Market Maximizing Leverage Building Interconnectedness Creating Authentic Relationships TEST AND LEARN
Bringing Social Media to the Table
Listen . Engage . Deliver Value
It’s all about the News Feed
A strategic partner and a year of transformation International Pages and programs OPEN Big Break
57,000+ followers 66,000+ followers 207,000 followers 2.3 million followers
Transform our assets to make American Express ubiquitous across digital touch points Transform our assets to make American Express ubiquitous across digital touch points Use social media to amplify and, increasingly, become a platform for integrating key capabilities
Seamless merchant check-in offers In-app syncing First of its kind digital partnership.
And, according to TechCrunch….
So… What have we learned?
Customers take pride in their relationship w/us and will tell others
They are passionate about service – good & bad
Listening is key – People want to be heard
Service, access, security/protection are differentiators
Engagement yields rewards – it’s called “social” media
The network effect is real and it is powerful
Authenticity rules – personality required
A collaborative internal network is critical
Think fast, act faster
Money can buy you “likes,” but it can’t buy you love