social strategy at american express

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