Follow AMEX's Example of a Successful Facebook Campaign

by Kimberly Smith

Published on January 25, 2012

Tags: Brand Loyalty, Case Studies, Content, Customer Engagement, Facebook, Marketing Tips, Social Media

In this article, you'll learn...

Why your Facebook campaigns should do more than earn "Likes"
How AMEX used Facebook to deepen brand engagement, gather insight, and boost customer advocacy

Company: American Express Israel
Contact: Irit Batat, VP of Marketing for AMEX Israel
Company location: Tel Aviv
Industry: Consumer credit services
B2B, B2C: B2C
Annual revenue: Confidential
Number of Employees: 501

Quick Read

Marketers place much emphasis on the Facebook "Like" these days, with resource after resource explaining how to get people to "fan" your Facebook page, how to rack up more Likes on your content, and how to up your chances of landing in the News Feed.

More often than not, those resources suggest running contests and giveaways to motivate that kind of click behavior; and more often than not, Facebook users are seemingly happy to oblige—if the prize is right. Offer an iPad, and watch the fans roll in, right?

It's time to get real. The Like is not the be-all and end-all of Facebook campaign success; it is merely the first step. One study has found that fewer than half of the people who Like your page will revisit it, and those who do are primarily on the lookout for additional discounts. Moreover, 55% of those who Like a brand page say they later "unlike" or change the settings so that the brand's messaging doesn't show up in their News Feeds. The winner of your "Like Us for an iPad" contest? Yeah, her loyalty isn't any stronger... unless you have more iPads to give away.

The truth is, Facebook contests work—but they can also work harder. They can do more than attract fans or motivate them to interact on your page. They can support broader marketing objectives as part of the mix.

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Kimberly Smith is a staff writer for MarketingProfs. Reach her via kims@marketingprofs.com.

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Comments

by Mike Lyons Wed Jan 25, 2012 via web
I'm expect that the agency handled the actually tally of points, but are there any more details on how the tracking worked? How is someone tracked from Facebook, to a web site, to a newsletter, etc.? I assume based on IP address, but does that work for mobile engagement too?

Just sounds like a good program and some of those details would be great to read.

Thanks.
by jmabery Wed Jan 25, 2012 via web
Really interested in understanding how they established and kept track of the reward points for the fans behaviors; was it only for those interactions that took place on the Facebook Fan Page? More clarity on the rewards program/points would be great.... Thanks!
by Sweta Wed Jan 25, 2012 via web
I've always wondered how do marketing pro's convert the FB 'Likes' into real use and are they of any real use besides advertising. This is the first time I've read a tangible proof of how social media can actually increase customer engagement across parameters and benefit the brand. Great insight, thanks !
by Ed B Mon Jan 30, 2012 via web
Would love to see a strong B2B example like this.