Social Success Stories - Amazon Web Services

Social Success Stories
Marketing Lessons from Industry Leaders
Key Takeaways/Best Practices for Services Brands
1. Strengthen Brand Pres:ence through
Promotions: — American Express has done a great job at using
Twitter to drive conversations (and benefitting while doing so). AmEx
launched their Sync service, in partnership with Twitter, earlier in the
year to allow cardholders to save money at shops and restaurants by
tweeting a hashtag, and found the service used by millions. Because
of this innovative program, AMEX was one of the most talked about
companies at SXSW Interactive.
2. Excel at Cus:tomer Service — Many large companies struggle with customer
service. Complaints may be frequent, complicated, and pressing at all hours of the day. American
Express has done a great job at using Twitter to alleviate those complaints. If a customer is having
trouble getting a response or reaching a representative, @AskAmEx is readily available to help. A
negative customer situation can easily be turned into a positive one with a quick Twitter reply.
3. Lis:ten to Your Fans: — Pay attention to what your audience likes and which posts
receive attention. These can lead to great opportunities to keep the social momentum going. If a
posts receives a lot of likes, what else can you do to add to the conversation?
4. Share Your Story: — In the service industry you need to make a strong connection
with your customers. Farmers Director of Social Media, Ryon Harms, shares that he wasn’t using
Facebook to tell people what they sell, but rather who they are.
5. Stay: Light — Post positive content, and be able to laugh at yourself.
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