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.

American Express's Israel division gave it a go... and, sure, its contest resulted in more fans and a 500% increase in fan activity on the company's page. But it also produced deeper brand engagement, customer insight, cross-channel engagement, and other advantages that will continue to inform and assist the company's marketing initiatives beyond Facebook and well beyond the Like.

Read on for the full scoop.

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Kimberly Smith is a staff writer for MarketingProfs. Reach her via