最佳市場營銷

美國運通

這家堅定的社交媒體用戶，仍在繼續(xù)挑戰(zhàn)數(shù)字營銷的極限。

????公司網(wǎng)站及社交媒體賬號：americanexpress.com; @AmericanExpress

????自從2010年登陸Facebook，發(fā)起“小型企業(yè)的星期六”（Small Business Saturday，為鼓勵消費者在當?shù)厣碳屹徫锒藶樵O立的一個節(jié)日）以來，美國運通【American Express，《財富》500強（Fortune 500）】市場營銷團隊對社交網(wǎng)絡的使用便一直廣受贊譽。這項活動迅速擴展，為買賣雙方搭起了一座橋梁。

????這家金融服務公司繼續(xù)利用這類社交工具來推廣產品。2011年，它開發(fā)了一款社交服務，來代替優(yōu)惠券：將信用卡與Twitter、移動支付服務Foursquare和Facebook賬戶關聯(lián)的美國運通用戶可以在參與活動的店鋪獲得特別折扣。最近的#PassionProjects活動支持一個創(chuàng)意社區(qū)發(fā)布微博表達它們對獲得Kickstarter式大眾融資機會的熱情。

????領導者對社交媒體的投入也為美國運通贏得了額外的加分。（美國運通CEO肯?切諾特是Facebook首席運營官謝麗爾?桑德伯格的好友，也有一定的作用。）——I.M.

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Best in marketing

American Express

A longtime social media stalwart continues to push the envelope in digital marketing.

????americanexpress.com; @AmericanExpress

????American Express's (AXP, Fortune 500) marketing team has been winning plaudits for its use of social networks since it took to Facebook to launch Small Business Saturday (a made-up holiday encouraging consumers to shop with local merchants) in 2010. The campaign went viral and helped connect buyers and sellers.

????The financial services company continues to take advantage of such tools to promote its products. In 2011 it developed a social substitute for coupons: AmEx customers who link their cards to their Twitter, Foursquare, and Facebook accounts can get special discounts at participating stores. More recently #PassionProjects lets a community of creatives post and tweet about their passions for a chance at Kickstarter-style fundraising.

????AmEx gets extra points for its leaders' commitment to social media. (It helps that CEO Ken Chenault is friends with Facebook operating chief Sheryl Sandberg.) --I.M.