American Express' VP, Digital Marketing & Social Media Development, Pepper Roukas, shares how American Express is leveraging cause marketing in social media to connect with Cardmembers and potential customers.

2. Case Study: Members Project Leveraging Facebook to Drive Engagement

3. American Express Social Media Strategy PURPOSE: To create customer experiences in the social media space that strengthen the perception of American Express as a relationship-focused brand VISION: American Express is a digital innovator that leverages viral engagement & discussion about products, customer service and experiences to drive meaningful business results OBJECTIVES: To drive relevancy, positive buzz, engagement and differentiation by personalizing the brand to the community

5. Charge Against Hunger program: 1993

6. Founding sponsor of Tribeca Film Festival: 2003

8. Marketing Platform Small Steps Can Make a Big Difference

9. Case Study: Members Project Mission Statement: Educate consumers that small steps can make a big difference in their communities Program Strategy: Provide enablement tools and inspirational messaging to encourage consumers to give back to their communities

11. Created a Members Project Facebook page to increase our reach & discoverability

14. Volunteer & earn Membership Reward points

16. 5 charities with the highest votes per cycle each won $200K from American Express

17. Past winners include:

18. Donors Choose

19. Best Friends Animal Society

20. American Heart Association

22. Wall Postings Varied formats, topical content and frequency help us remain relevant

23. Video Content Original Video Content delivers high engagement & click throughs in wall postings

24. Apps Apps provide platforms for sharing and self-expression Story Sharing App

25. Partnerships Co-branded Glee program resonated with our community and helped us reach new qualified, engaged fans

27. Charity-themed sweepstakes

28. American Express internal channels

29. Weekly posts on the Members Project page tied in themes of previous night’s episodes

31. Owned Social Channels Leverage existing Amex social channels to deepen relevancy with Cardmembers

33. Engagement from Cardmembers and Prospects

34. Buzz about the American Express brand

35. Cardmember advocacy

37. Service Your Community: Listen Be responsive Learn Experiment Iterate quickly

38. Keep content fresh, relevant and easy to share

39. Give the community a role and foster advocacy