Case Study: Members Project Leveraging Facebook to Drive Engagement<br />
American Express Social Media Strategy<br />PURPOSE:<br />To create customer experiences in the social media space that st...
Leading the Way for Cause Marketing<br />American Express was considered the 1st company to introduce “cause-related” mark...
Charge Against Hunger program: 1993
Founding sponsor of Tribeca Film Festival: 2003
Members Project: 2007</li></li></ul><li>Communication Challenge<br />How can we create a differentiated cause campaign tha...
Marketing Platform<br />Small Steps Can Make a Big Difference <br />
Case Study: Members Project<br />Mission Statement: Educate consumers that small steps can make a big difference in their ...
Facebook.com/MembersProject<br /><ul><li> Re-launched Members Project in February 2010
 Created a Members Project Facebook page to increase our reach & discoverability
 4 Key Actions: 	1) Volunteer 	2) Vote	3) Donate	4) Share</li></li></ul><li>The Role of Facebook<br /> We leveraged Facebo...
Volunteer<br /><ul><li>Reward people for giving back to their communities
 Volunteer & earn Membership Reward points
Over 28K hours logged in 2010 </li></li></ul><li>Vote<br /><ul><li>Help people support their favorite charities with fundi...
5 charities with the highest votes per cycle each won $200K from American Express
Past winners include:
Donors Choose
Best Friends Animal Society
American Heart Association
Operation Smile</li></li></ul><li>Donate<br /><ul><li>Help Cardmembers easily donate to their favorite charities</li></ul>...
Wall Postings<br />Varied formats, topical content and frequency help us remain relevant <br />
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BlogWell New York Social Media Case Study: American Express, presented by Pepper Roukas

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American Express' VP, Digital Marketing & Social Media Development, Pepper Roukas, shares how American Express is leveraging cause marketing in social media to connect with Cardmembers and potential customers.

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BlogWell New York Social Media Case Study: American Express, presented by Pepper Roukas

  1. 1.
  2. 2. Case Study: Members Project Leveraging Facebook to Drive Engagement<br />
  3. 3. American Express Social Media Strategy<br />PURPOSE:<br />To create customer experiences in the social media space that strengthen the perception of American Express as a relationship-focused brand<br />VISION:<br />American Express is a digital innovator that leverages viral engagement & discussion about products, customer service and experiences to drive meaningful business results<br />OBJECTIVES:<br />To drive relevancy, positive buzz, engagement and differentiation by personalizing the brand to the community<br />
  4. 4. Leading the Way for Cause Marketing<br />American Express was considered the 1st company to introduce “cause-related” marketing campaigns <br /><ul><li>Restoration of the Statue of Liberty for the Centennial: 1983
  5. 5. Charge Against Hunger program: 1993
  6. 6. Founding sponsor of Tribeca Film Festival: 2003
  7. 7. Members Project: 2007</li></li></ul><li>Communication Challenge<br />How can we create a differentiated cause campaign that builds our brand and brings our values & ethos of community service to life?<br />
  8. 8. Marketing Platform<br />Small Steps Can Make a Big Difference <br />
  9. 9. Case Study: Members Project<br />Mission Statement: Educate consumers that small steps can make a big difference in their communities<br />Program Strategy:<br />Provide enablement tools and inspirational messaging to encourage consumers to give back to their communities <br />
  10. 10. Facebook.com/MembersProject<br /><ul><li> Re-launched Members Project in February 2010
  11. 11. Created a Members Project Facebook page to increase our reach & discoverability
  12. 12. 4 Key Actions: 1) Volunteer 2) Vote 3) Donate 4) Share</li></li></ul><li>The Role of Facebook<br /> We leveraged Facebook as the primary social media tool to fulfill our mission & execute our strategy. <br />Increase reach and discoverability of our program. We met our audience where they already were <br />Engage our Cardmembers and Prospects in a new, meaningful, authentic way <br />Enable scaled sharing of program content to and engagement with fans' communities <br />Provide an outlet for encouraging two-way communication with fans and creating dialogue <br />
  13. 13. Volunteer<br /><ul><li>Reward people for giving back to their communities
  14. 14. Volunteer & earn Membership Reward points
  15. 15. Over 28K hours logged in 2010 </li></li></ul><li>Vote<br /><ul><li>Help people support their favorite charities with funding from American Express
  16. 16. 5 charities with the highest votes per cycle each won $200K from American Express
  17. 17. Past winners include:
  18. 18. Donors Choose
  19. 19. Best Friends Animal Society
  20. 20. American Heart Association
  21. 21. Operation Smile</li></li></ul><li>Donate<br /><ul><li>Help Cardmembers easily donate to their favorite charities</li></ul> During the Haiti crisis, our Cardmembers gave over $100MM dollars and 87MM Membership Rewards points<br />
  22. 22. Wall Postings<br />Varied formats, topical content and frequency help us remain relevant <br />
  23. 23. Video Content<br />Original Video Content delivers high engagement & click throughs in wall postings <br />
  24. 24. Apps<br />Apps provide platforms for sharing and self-expression<br />Story Sharing App<br />
  25. 25. Partnerships<br />Co-branded Glee program resonated with our community and helped us reach new qualified, engaged fans <br />
  26. 26. Partnerships<br />360 Campaign: <br /><ul><li>On-air TV commercials and digital media
  27. 27. Charity-themed sweepstakes
  28. 28. American Express internal channels
  29. 29. Weekly posts on the Members Project page tied in themes of previous night’s episodes
  30. 30. Weekly wall postings on Glee’s Facebook page, as well as characters ‘pages </li></li></ul><li>Shareable Content<br />All content that lives off of Facebook is as shareable as possible to deepen our engagement <br />
  31. 31. Owned Social Channels<br />Leverage existing Amex social channels to deepen relevancy with Cardmembers<br />
  32. 32. What were our measures of success?<br /><ul><li>Brand relevancy and re-appraisal
  33. 33. Engagement from Cardmembers and Prospects
  34. 34. Buzz about the American Express brand
  35. 35. Cardmember advocacy
  36. 36. Reach and growth of communities</li></li></ul><li>Key Takeaways<br /><ul><li> Integrate with the larger marketing program
  37. 37. Service Your Community: Listen Be responsive Learn Experiment Iterate quickly
  38. 38. Keep content fresh, relevant and easy to share
  39. 39. Give the community a role and foster advocacy
  40. 40. Benchmark success</li></li></ul><li>

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