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| Profile picture from https://twitter.com/AmericanExpress |
Hello everyone! This week let’s analyze how the company American
Express uses the Enterprise 2.0 to boost their marketing and sale.
American Express (or AmEx) is an American multinational
financial services corporation, founded in 1850 and is headquartered in Three
World Financial Center in New York City, NY. According to Interbrand, the
company is the 23rd most valuable brand in the world and is 11th
Most Admired Companies of the World, according to Fortune. In the past years, the company started offering a lot of social media programs. They are present in many social
medias, like: Facebook, FourSquare, Twitter, YouTube, LinkedIn, Google+,
Pinterest and Instagram.
Customer insights
The first
time American Express began using social media was in 2009, with twitter, used
basically to answer card members and merchants questions and needs. Today, the
company is on almost every social media available, and constantly uses it to
receive feedback from its customers.
"To engage with them, service them, deliver unique value that's shareable and create seamless digital experiences that surprise and delight." (Leslie
Berland, SVP of digital partnerships and development)
Using social technology for
marketing and interaction
The credit card company has
been very aggressive using social media to promote its cards; cardholders have
exclusive deals just by syncing their cards with their social media profiles.
American Express first launched in 2011 an app called “Link, Like, Love” which
lets users link their cards to the program and, for example, if you check in at
a Whole Foods location using facebook/foursquare you may see a deal in your
dashboard. Another example about Whole Foods, linking the AmEx card to twitter,
the customers can tweet strategic hashtags to receive a $20 credit if the
costumer spent more than $75 in the same company.
Social Commerce
Like mentioned before American Express is on almost every
social media, and its campaigns are so successful because they offer real deal
to customers, like extra credit and exclusive discounts, they also do that to
small company merchants, increasing the look of a “good guy”. With more
customers interacting with the company in social medias, more visibility the
company will have. Putting all this facts together, the company is rapidly
expanding globally and the price of shares on the stock exchange are rising.
Generate and foster sales leads
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| http://goo.gl/xRvQnj |
All these awesome social media interactions are available not only to customers, but to
other merchants as well, in 2010 AmEx conceived and promoted Small Business
Saturday, a shopping holiday between Black Friday and Cyber Monday, very
popular in the U.S.A, with the goal to motivate small business owners and
potential consumers. Basically, AmEx encouraged the customers to look local shops as well, and not only at the big companies. As a result,
the campaign doubled “likes” in the Facebook page, from 1.1M to 2.7M in the
first year and nearly 195,000 tweets were sent in support of Small Business
Saturday in November. According to BusinessWire, 103 million Americans shopped
at independently-owned small businesses in last year Small Business Saturday.
Have any interesting thought or question? Use the comments down below!
Thanks!
References
Crunchbase.com,. (2014). American Express | CrunchBase. Retrieved 25 August 2014, from http://www.crunchbase.com/organization/americanexpress
Interbrand.com,. (2014). Interbrand - Best Global Brands 2013. Retrieved 25 August 2014, from http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013.aspx
Mashable,. (2011). AmEx Offers Deals Based On Your Facebook Likes. Retrieved 25 August 2014, from http://mashable.com/2011/07/19/amex-facebook-likes/
Mashable,. (2012). How American Express Grows Its Massive Social Media Presence. Retrieved 25 August 2014, from http://mashable.com/2012/03/28/american-express-social-media/
Mashable,. (2012). How 'Small Business Saturday' Helped Main Street Take Back the Holidays. Retrieved 25 August 2014, from http://mashable.com/2012/03/22/american-express-small-business-saturday/
News, W. (2012). Small businesses participate in Small Business Saturday - WSU News. WSU News. Retrieved 25 August 2014, from https://news.wsu.edu/2012/11/16/small-businesses-participate-in-small-business-saturday/#.U_q7ZfmSwro
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