Social Media Analytics Delivers Insights on American Express^®

Can social media become a platform for social commerce? Using Social Customer Insights^sm, our social media analytics service, we evaluated the American Express Link, Like, Love program to gain insights on how well the campaign has met key business objectives.

Our case study explores how American Express has leveraged social media to increase engagement, grow business, and build brand advocacy. It also illustrates how social media analytics delivers metrics and insights that help an organization get the most value from their efforts.

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Case Study Highlights

Our data analytics team distilled 2 million Facebook and Twitter posts down to 21,000 relevant comments about American Express. In focusing on the Link, Like, Love program,
we developed a complete picture of the customer experience by analyzing five major stages of engagement.

5 Stages of the “Conversion Funnel”

Key Insights

• Awareness – Direct promotion from American Express and content shared between friends accelerated results.
• Registration – Privacy concerns might’ve been avoided with clearer messaging on sign-up security. Support in social media helped drive registration.
• Initial Usage – Easy, risk-free experience helped users get started and motivated sharing on social networks.
• Repeat Usage – Offers personalized to user interests gained the best results, and customer input provided insights on how to target promotions.
• Advocacy – Encouraging social sharing is a powerful way to grow business by engaging customers to help celebrate your brand.