Vitrue provides a comprehensive social media platform and turnkey products to drive customer acquisition and brand awareness for brands. They recommend that American Express (AMEX) use Vitrue solutions like Tabs, mobile apps, and insights to organize their brands and sub-brands in one place on Facebook. This will provide fans with a holistic brand presence and exceptional access to each product while quantifying the effectiveness of messaging. Engaging fans through questions, contests and customized apps can help AMEX better understand fan lifestyles and spending habits to improve relationships. Consistency across social networks and measuring all activity is key to success.

1. Vitrue - We Make Brands Social
One Grand Central Place
60 E 42nd Street, Suite 813
New York, NY 10017
212.863.9843
support@vitrue.com
www.vitrue.com
www.facebook.com/vitrue
Danielle Vitrue
212.863.9843
danielle@vitrue.com
Vitrue
We Make Brands Social
Source: pub.vitrue.com
Combine a comprehensive
social media platform with
turnkey products that drives
customer acquisition and brand
awareness.
www.americanexpress.com
www.f acebook.com/americanexpress

2. AMEX How would you recommend applying Vitrue
solutions to enhance and organize the AMEX brand and
sub-brands to take us to the next level socially and
engage with our customers and fans?
Danielle Vitrue I will focus on three key points while
addressing this question in my recommendations.
Your brand prides itself in:
- Exceptional access to products
- Insights
- Experiences that enrich lives and build business
success

3. So Many Different Cards but which one is for me and
my lifestyle?
Amex .com = information = one-way dialogue.
Amex.com a community where people can
interact, access content (pros, cons and tips) and
connect via shared interests = Two-way dialogue.
Check out FB these comments…
Mary - I just purchased a new Apple laptop using my
ZYNC card and earned 5x the points because I
purchased online instead of in-store.
Victor @Mary - Thanks for the tip, I was thinking
about buying a new mac next week.
Mary @Victor - Make sure you purchase before
February 15th, that’s when the promotion ends.
Victor @Mary - Wow how do you know this.
Mary @ Victor - Connect with ZYNC on FB for regular
updates http://www.facebook.com/zync and on
Twitter using #ZyncCard.

4. Amex Cards
Using Vitrue Tabs you can present all your brands in
one place [exceptional access] giving fans a brief
overview and comparison in one location with a
customized application that can live on multiple
brand pages simultaneously.
Personal
American Express
understands each of our
customers are unique,
which is why we have
several different Business
programs and cards to
suit varying lifestyles.
Rollover any of the
cards for a brief
overview or Click for Lifestyle
more details.
Create form fields to s ign-up for newsletters and
offers directly from your brand and sub-brand pages.
Sign-up f or the Zy nc Card newsletter and
receiv e updates and special of f ers.

5. Amex Cards
Upon Click reveal product/project details allowing
fans to Like a sub-brand page, Sign up for the card,
or Learn More About the Card.
Zync Card Personal
by American Express
Business
Lifestyle

6. Amex Cards
Vitrue SRM API allows you to easily manage the
content of each sub-tab independently so you can
update offers and feed lifestyle events relevant to
each card directly to the FB brand page.
Extend this tab to live on multiple sub-brand pages
to keep your messaging consistent and maintain a
holistic brand presence. The key is to push fans
through all FB brand pages before moving to your
website. Fans will be able to understand the
structure of Amex brands, their relationships to each
other and what makes them unique.
AmexCards
Zync Card Personal
by American Express
Business
Lifestyle

7. Amex Cards
Engage Fans on Twitter by setting up #hashtags and
including them on each product’s sub-tab for a wider
reach to cross-platform communities.
Keep the activity on your FB pages by pulling Twitter
Feed directly to your sub-brand pages.
Personal
Business
#ZyncCard
Lifestyle
Zync has just updated offers
available through February
12, 2011. Don’t miss these
amazing deals. v itrue.pub.link

8. Amex Cards
What about Foursquare and Mobile?
Relationships with your partners and vendors are
just as important as your relationships with your
customers and fans.
Foursquare (Fsq) has presented a unique and fun
way to enrich lives and build business success.
Entice vendors with partnering programs to set-up
Fsq initiatives that offer special deals when their
customers check-in at their venue AND use their
Amex card to make a purchase. Communicate these
offers on your social networks and have your
vendors do the same through their networks.
.
OK, We’ve got you! Make any purchase
today of $50 or more using your AMEX
card and get 15% off. Just show this
screen at check-out!
If you are the Mayor, get 20% off and
a free eco-friendly sac! WOW!

9. Amex Cards
Using Vitrue Mobile you can push special offers,
coupons and discounts related to your offer posts
directly to iPhone users.
ZYNC Offer
Give the Gift of Love
Source: pub.vitrue.com
Give the Gift of Love this
Valentine’s Day and earn
3x points on your Zync
card when you make a
purchase at
www.RedEnvelope.com
by February 12, 2011.
SHOP NOW
Facebook Open Graph API makes it so you can even
push this special offer to a fan's news feed if that fan
has Liked the Red Envelope FB page or any single
object on their website using meta data and
optimization tactics.

10. Amex Cards
With Facebook’s Open Graph API you can allow
users of your website to Like an Amex card right on
your [dot] com even if that product does not have a
dedicated FB page, enabling you to push relevant
info and offers directly to their news feed. Integrating
your webpage with FB increases traffic and Amex
card sign-ups.
This “Likes hit number” signifies the number of
people who have already Liked this individual
product.
You can tie this feature to any unit of content on your
site including articles and multimedia.

11. Amex Cards
With Facebook’s Open Graph API users on your
website can see how many FB fans you have and
how many of those fans are friends of theirs via
name links or FB profile thumbnails.
This feature gives users insight as to how your
brand is relevant to them and serves as a friend’s
recommendation. You automatically gain a level of
trust simply by association.
Your competitor is doing it and they have 285,000
fewer fans than you do!
As seen at Mastercard.com
As seen at carolsdaughter.com

12. Amex Cards
Using Vitrue Publisher announce sub-tab content
updates right on your wall.
All of your fans will automatically receive your post in
their news feed.
Push complementing content to your brand’s Twitter
feed. Remember this phrase:
“Tweet for extended reach”.
Zync has just updated offers available
through February 12, 2011. Don’t miss
these amazing deals.
ZYNC Offer - Give the Gift
of Love
Source: pub.vitrue.com
Give the Gift of Love this
Valentine’s Day and earn 3x
points on your Zync c ard.

13. Amex Cards
Use the Vitrue Publisher and Insights to invite fans
into Amex conversations by asking questions that
align with your brand’s future marketing objectives,
customer service issues, and product developments.
Use A/B posts to address the same issue and track
each to measure effectiveness and gather data.
American Express How do your determine which
A
purchases you will make using your Amex card
versus using a competitor’s card?
American Express Survey: What would you most
likely purchase with your Amex card (A)Groceries
B
(B)Gas (C)Electronics (D)Other (E)All of the above?
Engage Fans by revealing the results to your
questions on your wall and ALWAYS thank them for
participating. Next you can ask follow-up questions
based on the results for deeper findings.

14. Amex Cards
Using Vitrue Insights measure the reach of each
post. Identify and monitor the number of fan shares,
likes, comments and click-thrus generated.
You can also set up keywords to flag and or filter
comments into buckets of your choice aligning with
your current business objectives.
Zync has just updated offers
through February 12, 2011.
Don’t miss these amazing
deals.
ZYNC Offer
Give the Gift of Love
Source: pub.vitrue.com
Give the Gift of Love
this Valentine’s Day
and earn 3x points on
your Zync card.

15. Amex Cards
With Vitrue Insights you can also measure the
effectiveness of each post. See which platform
(Twitter or Facebook) garnered more activity.
Measure bounce rates, loyalty and duration.
Quantify your conversions: x Likes = y Zync sign-ups.
Zync has just updated offers
FACEBOOK through February 12, 2011.
Don’t miss these amazing
deals.
ZYNC Offer - Give the
Gift of Love
vs.
TWITTER
Zync has just updated offers available
through February 12, 2011. Don’t miss
these amazing deals. vitrue.pub.link
Vitrue Insights can help you determine how many
fans signed up for one of your cards via one of your
social networks. With Vitrue Publisher you can
assign a custom url to a button or text link in your
tabs or on your wall and track results.

16. Vitrue Apps
Using Vitrue Polls you can help fans choose the right
Amex card for them with a customized version of our
application.
Unlike your website application that only addresses
CUSTOM POLL APP
user’s interests in card benefits, you can include
questions that focus on lifestyle and spending habits
as well, similar to questionnaires on dating sites
used to find a perfect match.
Cross referencing m etadata of your fan's friends,
who have already Liked Amex cards and or
connected to Amex brand partners and vendors, can
also make this feature more attractive and effective.
Using Vitrue Sweepstakes you can customize a tab
living across all sub-brands that hosts an exclusive
FB sweepstakes for the 2011 Holiday Gift Card
designs. Allow for $100, $50, $25 & $15 designs.
SWEEPSTAKES APP
Unveil the winners from the top 10 designs at an
Amex partner’s venue. Get the media involved!
Update this tab with the Amex team’s favorite
submission of the week and push this content to
news feeds. You can even reward the weekly
winners with a token of appreciation.
Publish all info to your own wall and track activity.

17. Vitrue Apps
Use Vitrue Media Upload to complement your
sweepstakes and contests allowing for photo and
video submissions. This tool can be used for the
upload of the Gift Card designs.
MEDIA UPLOAD
Remember to give your fans a voice by allowing
them to vote on their favorite submissions too. By
giving fans, and friends of your fans, an opportunity
to get involved, messaging about your brand and
links to your brand pages will s pread like wild fire
through their social webs driving brand awareness
and fan acquisition.
Vitrue HD Video Player lets you connect your
YouTube channel to your FB brand page. Display
Amex commercials and allow fans to vote on their
HD VIDEO PLAYER
favorites.
Host a competition that encourages fans to upload
their own videos for an Amex song. Think of Kit Kat’s
“Gimme a Break” jingle, wouldn’t it be cool if there
was a “Member Since” jingle? Save your marketing
budget and let your fans do it for you!
And yes, you can track all of this activity as well!
Vitrue Apps are here to help you connect, enrich and
retain. All you have to do is be willing to open up the
conversation.

18. Vitrue Apps
Customize a Vitrue App to enhance vendor and
consumer financial education and insights.
Design Games that are fun yet educational.
Publish Tips on how to become financially secure.
Remember to keep the demographics of your fans in
mind when communicating this information.
Recommend Mobile Apps that help small
businesses and individuals better manage their
finances. Feature an app of the week across all
platforms with a trackable custom Vitrue url.
Publish links to blogger’s and publisher’s content
that complement your messaging. This adds
credibility to your information. Remember to assign a
short url in the Vitrue Publisher so you can track the
activity of these links without others having access to
your data as they would using bit.ly or owl.ly.
Post Links to Trend Reports in spending habits.
Report what variables are to be considered when
managing financial debt and maintenance.
Design a Compare and Review App for your brand’s
products, including competitor data if available
(think Nextag, Verizon Wireless, and Best Buy).
Survey and Poll your fans about what they want to
know, remember you do not have all the answers.

19. Overview
Danielle Vitrue Let’s review what we’ve addressed:
Activity is useless unless you can quantify how it
pertains to your brand, so optimizing each page and
tracking its metrics will not only help you understand
your fans, but also help your fans understand the
dynamics of the Amex brands.
Familiarity with a fan's lifestyle allows you to most
accurately connect with that fan on a personal and
positively emotional level. There’s no such thing as
one size fits all.
Consistency and relevance will increase fan loyalty
while transparency and open discussion on your
wall contributes to brand credibility. Remember to
add links to content generated outside of your
properties for added credibility and optimization.
Connecting each of your sub-brands, via tab apps
and posts from Vitrue Publisher, contributes to a
scalable experience. Represent all brands in your
favorite pages [exceptional access to all products].
Connect, extend and strengthen threads between all
social and mobile networks.
Never publish a post without a picture or,
secondarily, a video. These posts gain the most
momentum and produce the best results.

20. Overview
Always allow for two-way dialogue, you must be
willing to hear what others have to say to and about
your brands no matter how scary the thought of it is.
You cannot have a conversation if you are the only
one talking.
Respond to fan questions and comments as well.
Like all relationships, it’s give and take.
Consistently offer content that enriches the lives of
your customers and your partners, not just your own.
Connect back-end corporate activities to your social
networks. Post content about careers and corporate
social responsibility initiatives; add a Contact Us link.
Optimize and measure all activity ALWAYS.
Become intimate with your fans, customers and
vendors. If you understand their lifestyles, activity and
social objects, you will be on a healthier road to
understanding their true spending habits. Learn to
trust them!
You should not make a move on any front until you
are clear in your objectives and inviting of the results.
Vitrue is here to help you keep your brand “solid,
useful and attractive”, remember we are fans too!!

21. Next Steps
Danielle Vitrue Communicating next steps…
- Prioritize Needs and Objectives
- Author Scopes of Work, should be more than one
- Allocate Budgets
- Design Timelines
- Identify Milestones
- Execute
- Evaluate and Report
- Repeat, this cycle should never end
- Have Fun!!
Let’s Get Started.
Danielle Vitrue Amex has just released the first
ever gaming app by a credit card company. Virtual
spending is rewarded and penalized just as it is
in the real world. Android, iPhone and iPad users
can play against themselves or against others to
define their virtual credit worthiness.
AMEX Gaming App - Get it Today
Source: pub.vitrue.com
Who said financial education isn’t a game?