American Express uses the traditional communication channels as well as social media.
However, in the recent years the company has shifted its focus to social media in order to engage their customers and focus more on youth centric activities.
However, in the recent years the company has shifted its focus to social media in order to engage their customers and focus more on youth centric activities.
American Express is doing a lot to shed its image as the card for the elite.
In recent years Amex has worked with Twitter, Facebook, Foursquare, video game companies and other new partners to win the favour of young adults.
American Express is also paving its way into the mobile space.They have also given the opportunity to young talents to contribute to social causes.
It joined the social scene in 2009. American Express first made its appearance on Twitter with the @AskAmex handle, focused on servicing Cardmember and merchant questions and needs. @AmericanExpress and the official American Express Facebook Page came soon after.
American Express has built its strategy on service, and it continues to improve its implementation by taking in user feedback. They spent a great deal of time listening to the community. The community interests and feedback defines their strategy.
One example of American Express social media campaign:
UNSTAGGED – launched the 5th August 2010
Objectives: Bringing both the in-concert and at-home viewing experiences to entirely new heights and build Customer Engagement.
Target Groups: Cardmembers and Music Enthousiastes
Campaign Platform: Facebook, Twitter, Youtube
Description: “Unstagged : An original series from American Express” , features some of the music industry’s most breakthrough artists playing at landmark venues across the world.
Tap some of the most influential filmmakers to direct live-streams, and use digital and social media to connect the online to the live shows in unexpected ways. The Series is scheduled to also feature a variety of surprise musical guest performances along the way. Each of the concert performances will be live-streamed for both Cardmembers and music enthusiasts through the artists’ dedicated VEVO page on Youtube.
This new partnership with VEVO and Youtube celebrates the marriage of music and social media. The aim is to demonstrate the exceptional access that American Express provides to Cardmembers and music lovers across the world.
- AMEX Facebook Page – Over 5 million Likes
- AMEX YouTube Channel – 47 502 subscribers
- Twitter @AmericanExpress – 770 k followers, 32,5 k tweets
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