Amex social media insider v2

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  • Guiding principle - Develop solid and informed strategies, with clear objectives, and smooth, detail-driven execution – and do it fast Internal organizing, raising visibility, establishing leadership Prioritization mapped against business needs and goals Test-and-learn
  • Twitter – Engaging/Building Community Voice of American Express Twitter exclusives – NBA, Unstaged Sugarland Fueled outpouring of financial support from Cardmembers for disaster relief through Twitter Tweeted with thousands of customers to assist with service questions
  • Social design at its core
  • Generated more “likes” and high, positive engagement on Facebook than majority of financial competitors
  • Generated more “likes” and high, positive engagement on Facebook than majority of financial competitors
  • Work with strategic partners on “game-changing” innovations that integrate key assets/capabilities As we continue to transform our business in the digital space, we're focused on three key areas: value, relevance and user experience, for both cardmembers and merchants. Because of our unique business model – our closed loop – we're able to deliver on all three in a way that is unprecedented
  • Launched first-ever platform to deliver deals, access and experiences based on Cardmember "Likes" and interests on Facebook
  • Launched first-ever platform to deliver deals, access and experiences based on Cardmember "Likes" and interests on Facebook
  • Amex social media insider v2

    1. 1. American Express: Socially Connecting to the Socially Connected Shari Forman VP, Global Social Media Strategy Digital Partnerships & Development
    2. 2. 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
    3. 3. Socializing American Express
    4. 4. Mission and Focus Business Prioritization Going Global Speed to Market Maximizing Leverage Building Interconnectedness Creating Authentic Relationships TEST AND LEARN
    5. 5. Bringing Social Media to the Table
    6. 6. Listen . Engage . Deliver Value
    7. 7. It’s all about the News Feed
    8. 9. A strategic partner and a year of transformation International Pages and programs OPEN Big Break
    9. 10. 57,000+ followers 66,000+ followers 207,000 followers 2.3 million followers
    10. 11. 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
    11. 12. Seamless merchant check-in offers In-app syncing First of its kind digital partnership.
    12. 14. And, according to TechCrunch….
    13. 15. So… What have we learned? <ul><li>Customers take pride in their relationship w/us and will tell others </li></ul><ul><li>They are passionate about service – good & bad </li></ul><ul><li>Listening is key – People want to be heard </li></ul><ul><li>Service, access, security/protection are differentiators </li></ul><ul><li>Engagement yields rewards – it’s called “social” media </li></ul><ul><li>The network effect is real and it is powerful </li></ul><ul><li>Authenticity rules – personality required </li></ul><ul><li>A collaborative internal network is critical </li></ul><ul><li>Think fast, act faster </li></ul>Money can buy you “likes,” but it can’t buy you love
    14. 16. CONNECT WITH ME @sforman8 CONNECT WITH US

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