{"id":42689,"date":"2011-03-31T06:30:00","date_gmt":"2011-03-31T05:30:00","guid":{"rendered":"https:\/\/visionarymarketing.wordpress.com\/?p=1724"},"modified":"2020-10-27T20:26:26","modified_gmt":"2020-10-27T19:26:26","slug":"amex-members-project-case-study","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2011\/03\/31\/amex-members-project-case-study\/","title":{"rendered":"Amex: members project social media case study at Blogwell"},"content":{"rendered":"

On March 29, at Blogwell, I attended that presentation by\u00a0American Express Pepper Roukas, on the members project campaign.\u00a0Amex has focused a lot about brand management on social media, but this particular business case is about how to drive business through social media.<\/em><\/p>\n

Amex: members project social media case study at Blogwell<\/h2>\n

\"Amex:<\/a>Amex coined the term \u201ccause marketing\u201d with its restoration programme of the statue of Liberty in 1983 and many others in 93, 2003 an 2007 with the members project.<\/p>\n

The questions was how to create a differentiated cause-campaign? The answer to that question was to educate consumers that small steps can make a big difference in their communities and provide the enablement tools.<\/p>\n

Fish where the fish are<\/strong><\/p>\n

\"Amex:<\/a>Facebook was the place where Amex\u2019s fans were, so Amex used it as the main starting point.\u00a0 The focus was on more engagement with members, sharing content and initiate dialogues.<\/p>\n

Members were encouraged to volunteer and earn membership points and donate them. Amex therefore helped people support their favourite charities.
\nDonations could be done straight from the card or by transferring membership points.<\/p>\n

Wall postings<\/strong><\/p>\n

Wall postings were personalised by members, posting photos (right) but also videos. more videos were used by members than ever before. A number of apps were developed with which people could share their stories. The campaign was carried away in 360 format with on-air TV commercials and charity-themed sweepstakes. A partnership was set up with the Glee TV series<\/a>.
\nAll other social media channels owned by Amex were used to relay the campaign too.<\/p>\n

Takeaways<\/strong><\/p>\n