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American Express Case

In: Computers and Technology

Submitted By jennymeat28
Words 3807
Pages 16
Management Consulting & Strategic Communications

Can social media become a platform for social commerce?
American Express Case Study: Applying social media analytics to evaluate Link, Like, Love

Overview
American Express® launched several successful online initiatives that monetize the unique features of social media, such as Location Services check-ins for discounts with Foursquare (Sync, Explore, Save) and discounts through
Facebook® (Link, Like, Love).
Here’s how the Facebook Link, Like, Love program works.
You link your American Express card to your Facebook account. Then American Express delivers deals and offers based on your Facebook activity, pages you like and share, as well as the activities of your Facebook friends. See something you love? With just one click, the discount is attached to your account. When you make the related transaction with your Amex card within a specific time period, the discount is credited to your account.
It’s “Groupon without the Coupon,” making it easy for users to redeem offers. And there is no cost or risk to users if they choose not to take advantage of the offer. The promotion offers customers a seamless way to earn rewards for using their Amex card.

Lessons from American Express’ Link, Like, Love
• Design your social media presence with the customer in mind. Create a seamless user experience that drives conversion.
• Design your program to exploit features unique to social media such as social networks, viral advocacy, and scalability.
• Tailor your approach for the target customer.
Customized methods can yield greater engagement and use of goods and services.

Our approach – analyzing social media posts to evaluate the program’s effectiveness
To get started, our team of social media analysts took a sample of two million posts on Facebook and Twitter over a two-month period....

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