Social Success Stories - Amazon Web Services
Social Success Stories - Amazon Web Services
Social Success Stories - Amazon Web Services
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<strong>Social</strong> <strong>Success</strong> <strong>Stories</strong><br />
Marketing Lessons from Industry Leaders<br />
Leading <strong>Services</strong> Twitter Brand: American Express (cont.)<br />
Spons:ored Events: American Express puts on concerts and other high-profile events.<br />
#AmExUNSTAGED are AmEx-sponsored concerts.<br />
Cus:tomer Service AmEx congratulates members on purchases and solves customer<br />
complaints. In fact, fans regularly state they receive faster support on Twitter than by more traditional<br />
routes.<br />
Frequently: Us:ed Has:htags:<br />
AmEx generously uses hashtags,<br />
generally divided into two camps.<br />
The first is specific to events<br />
they are sponsoring or hosting,<br />
such as #InsideTheDream<br />
and #AmExUNSTAGED. They<br />
also regularly use hashtags to<br />
boost fan engagement such<br />
as #MembershipRewards, and<br />
#MembershipEffect.<br />
One particularly fun hashtag<br />
is #AmExmademytrip where<br />
cardholders share stories of their<br />
travels made easier with an AmEx<br />
card.<br />
<strong>Web</strong>s:ite Integration AmEx<br />
has low website integration. The<br />
homepage includes links to their<br />
main social channels. On all<br />
product offers, American Express<br />
offers social sharing on Twitter and<br />
Facebook.<br />
How <strong>Social</strong> Leads: to Revenue AmEx does a masterful job of highlighting (but not<br />
over-promoting) the many benefits that are exclusively for cardholders, such as advance tickets.<br />
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