[Case] American Express's integrated social media marketing

Author @bigla

Guide:

Traditional corporate brand in the treatment of social media is still too conservative, as a "scourge", that social media for the brand to bring more negative impact. However, this is not true, and American Express is a good example of how social media can play a significant positive role in building brands, communicating customers, and so on.

The pace of the Times is accelerating, personally, slower to adapt to this change may not be too serious, but if the enterprise innovation and business growth is too conservative, bring only negative rather than positive impact.

Most of the global brands in traditional industries see social media as a threat because they know a lot of failed PR stories. These companies believe that if they participate in and engage in social media, the loss is greater than that. Rather than that, social media is growing into an important asset that provides a global, searchable, 24-hour, and powerful publishing platform. And American Express uses the current popular social network, for its marketing strategy inject fresh social media blood, and achieve the effect of integrated marketing.

Facebook

American Express (Anglo Express) knows that, relative to its own creation, through Facebook's "many-to-many" social relationships, it can create more stories about American Express, as followers share American Express content, including video, images, and text articles. For example, the key indicator of the American Express's Facebook home page, "Look in this" key indicator, is that the number of groups contributing stories is 13406 at a particular time (this number includes actions such as: like, comment and share).

If you multiply your number of friends with this number, then every discussion about American Express can be achieved on Facebook (with an average of 234 friends per user, according to Facebook S1 file) for 3137004. And American Express does not have to pay a penny for the 3 million people it needs to do is just build Facebook's network and publish dynamic stories to Facebook.

On Facebook, American Express is actively building its own network. It currently has nearly 2.5 million fans.

If you look at the strategy, tactics and activities of American Express on Facebook's homepage, you will find that his marketing DNA already contains Facebook because they know the size of the social networking giant Facebook as a marketing force.

A glimpse of Facebook's size is available from the latest data from Facebook's S1 file and the Huffington Mail (Huffington Post).

as the world's largest social network, nearly half of internet users choose Facebook, Most brands and companies view Facebook as the preferred monthly active user of social marketing channels of 901 million (680 million a year ago) daily active users up to 526 million (372 million a year ago) the monthly mobile users a total of 488 million daily photos uploaded 3 million per day 320 million hits "Like" and posted comments 125 million pairs of friends a day the revenue for the first quarter of 2012 was $1.058 billion, compared with $731 million a year earlier.

Here are some of the main activities that American Express uses to interact with their fans

1. Images and photos not only about American Express, but also about their members and partners

2, through the provision of concessions and exclusive benefits to strengthen the base of fans. Fans can get exclusive offers by clicking the "Like" button on American Express's Facebook page. American Express understands that a larger network allows it to have a wider coverage area and plenty of marketing story resources that money cannot buy.

3. American Express learned that "entertainment" is not just a notice. Because entertainment is an essential part of social networking, it uses a key tag, all of which is about entertainment.

4. American Express also knows that Facebook fans need incentives to motivate them to engage in activities. Whether a fan will like a page, one of the main reasons is the availability of special offers and discounts, so American Express has placed a conspicuous position on the label associated with this discount.

American Express's ability to innovate is not only proud of itself, but also proved by the fact that Fast company has included American Express in "one of the world's top ten most innovative financial companies".

Twitter

American Express uses its Twitter account to distribute content and use it to interact with the followers and answer questions.

It understands that online video helps to enhance interaction with users, and that entertaining or humorous types of video is easier to share with the followers than a simple text.

As you can clearly see from the following illustration, American Express hires community managers to interact with their followers in real time, answering questions and consulting.

American Express Twitter Marketing video Introduction

LinkedIn

American Express understands that the target audience now uses the value of those social networks.

Now, with 150 million people on LinkedIn, who have high incomes and considerable net worth, this is an important social media network channel for American Express to use.

LinkedIn also integrates other social networks to support access and embedding in other socialized media, such as YouTube.

YouTube

The American Express brand YouTube channel reveals its more social marketing strategies.

First, they created videos of traditional media such as social networks and television. YouTube is not just about corporate news, it's about entertainment and lifestyle.

Social media networks have not only a formal side, but also a relaxed and interesting side. Because in the final analysis, social media network is the society is also the human network.

On YouTube's homepage, it's easy for users to share what they see through the social-sharing button to other social networking sites.

Foursquare

At the moment, when shoppers are shopping at the mall, American Express uses location-based social networks to foursquare consumers with incentives to encourage businesses and customers to trade with American Express cards. Through Foursquare mobile apps, American Express strengthens the effectiveness of its marketing campaign.

On this social network of 1.5 million users, American Express has created a lot of conversations and stories with customers.

By actively applying Foursquare, American Express has built a huge network that attracts more than 650,000 of its followers and creates its own brand. User volume is really important, and it should be a priority in social media marketing strategies.

Summary:

The influence of social media has been beyond doubt, and this article has shown that American Express uses social media to enhance interaction and communication with customers. There are a lot of things to learn, such as integrating the current social media and Facebook's exclusive promotional activities. However, for other brands, should be more integrated with their own brand characteristics and customer habits to develop social media marketing strategy.

welcome the comments and share your views. ———————————————————————-


If you like this article, please help us forward it and share it with your friends around you.

This article is from @socialbeta author @bigla

This article link: http://www.socialbeta.cn/articles/how-american-express-use-social-media-2012