social strategy at american express
DESCRIPTION
This presentation is about our analysis in social strategy at American Express case.TRANSCRIPT
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Social Strategy at
UKI , SHAN-RU , GHILMAN , INTAN
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CURRENT SITUATION
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SOCIAL PLATFORM
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SOCIAL PLATFORM
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SOCIAL PLATFORM
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SOCIAL PLATFORM
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SOCIAL PLATFORM
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SOCIAL MEDIA PARTNERSHIP
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SOCIAL MEDIA PARTNERSHIP
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SOCIAL MEDIA PARTNERSHIP
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SOCIAL MEDIA PARTNERSHIP
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Global market leader in payment industryThe customer service is very good
Customer loyaltyUnique product services
Good in social media marketing
Users in social media opposites with in the real world
The target is only for wealth common people
Expand market to another country that have major users in social media
Emerging marketMany growing social media
Many AMEX fans in the social media
Cyber crime Visa and MasterCard competitors
STRENGTH OPPORTUNITY
WEAKNESS THREATS
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PROBLEMS FACING MANAGEMENT
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What social strategy AMEX should choose ?
BROAD DEEP
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Building partnerships with social platforms to provide unique experiences and valuable offers to CardMembers.
BROAD
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Deepening the existing partnership with Facebook and Foursquare to improve customer and merchant
acquisition and retention
DEEP
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ALTERNATIVE PROPOSALS
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Help potential customers find you and your products
BENEFIT OPPORTUNITY RISK
BROAD
35% purchased from social networks
70 – 90% browsed product or services
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Expand their market to another segment of users
BENEFIT OPPORTUNITY RISK
BROAD
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Spread their unique promotion and special offering more efficient
BENEFIT OPPORTUNITY RISK
BROAD
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Uncover what your customers think of you and your products
BENEFIT OPPORTUNITY RISK
BROAD
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Find out how your customers are using your products
BENEFIT OPPORTUNITY RISK
BROAD
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Many growing social media which have their own users.
BENEFIT OPPORTUNITY RISK
BROAD
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AMEX have many fans but less users. and they can become the potential future
users.
BENEFIT OPPORTUNITY RISK
BROAD
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Negative comments in the new target of social media.
BENEFIT OPPORTUNITY RISK
BROAD
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Choose Wrong Social Media
BENEFIT OPPORTUNITY RISK
BROAD
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Account Hijacked
BENEFIT OPPORTUNITY RISK
BROAD
Social Media become TARGET
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Customer Loyalty
BENEFIT OPPORTUNITY RISK
DEEP
The customers of AMEX can be more LOYAL
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Reduce time consumption in using product service
BENEFIT OPPORTUNITY RISK
DEEP
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Already know the number of users and how to manage it
BENEFIT OPPORTUNITY RISK
DEEP
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API Technology – Make an App
BENEFIT OPPORTUNITY RISK
DEEP
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Mobile Payment App
BENEFIT OPPORTUNITY RISK
DEEP
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Digital Trust
BENEFIT OPPORTUNITY RISK
DEEP
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Not all countries use FB and 4SQ
BENEFIT OPPORTUNITY RISK
DEEP
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PROPOSAL IMPLEMENTATION
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Be bold Make the first move & sure
of things.
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BROAD
be everywhere
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Go for leaders in its segment.
BROAD
or
or
or
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How to get new user in new account
AMEX wall of fame: each account that join will be printed out and place in headquarters
BROAD
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BROAD
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Increase SecurityMessage verification for users
BROAD
Train the staff about the security of social media
Always check if there are FAKE accounts
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iMEX App
DEEP
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FUN with AMEX
DEEP
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Tweet your way to savings – pay with (#)
DEEP
I wanna buy a macchiato coffee in Starbucks
Taipei 101 #paywithamex #amex
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Amex Charity
DEEP
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