American Express' VP, Digital Marketing & Social Media Development, Pepper Roukas, shares how American Express is leveraging cause marketing in social media to connect with Cardmembers and potential customers.
3. American Express Social Media Strategy PURPOSE: To create customer experiences in the social media space that strengthen the perception of American Express as a relationship-focused brand VISION: American Express is a digital innovator that leverages viral engagement & discussion about products, customer service and experiences to drive meaningful business results OBJECTIVES: To drive relevancy, positive buzz, engagement and differentiation by personalizing the brand to the community
9. Case Study: Members Project Mission Statement: Educate consumers that small steps can make a big difference in their communities Program Strategy: Provide enablement tools and inspirational messaging to encourage consumers to give back to their communities
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11. Created a Members Project Facebook page to increase our reach & discoverability