CONFIDENTIAL AND PROPRIETARY Any use of this material without specific permission of is strictly prohibited

American Express: Socially Connecting to the Socially Connected

Shari FormanVP, Global Social Media StrategyDigital Partnerships & Development

1

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

Socializing American Express

Mission and Focus

Business Prioritization

Going Global

Speed to Market

Maximizing Leverage

Building Interconnectedness

Creating Authentic Relationships

TEST AND LEARN

Bringing Social Media to the Table

5

Listen. Engage. Deliver Value

It’s all about the News Feed

A strategic partner and a year of transformation

InternationalPages and programs

OPEN Big Break

10

57,000+ followers

66,000+ followers

207,000 followers

2.3 million followers

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

Transform our assets to make American Express ubiquitous across digital touch points

Seamless merchant check-in offers

In-app syncing

First of its kind digital partnership.

And, according to TechCrunch….

So… What have we learned?

▶ Customers take pride in their relationship w/us and will tell others

▶ They are passionate about service – good & bad

▶ Listening is key – People want to be heard

▶ Service, access, security/protection are differentiators

▶ Engagement yields rewards – it’s called “social” media

▶ The network effect is real and it is powerful

▶ Authenticity rules – personality required

▶ A collaborative internal network is critical

▶ Think fast, act faster

Money can buy you “likes,” but it can’t buy you love

CONNECT WITH ME@sforman8

CONNECT WITH US