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