最佳市場(chǎng)營(yíng)銷(xiāo)

美國(guó)運(yùn)通

這家堅(jiān)定的社交媒體用戶(hù)，仍在繼續(xù)挑戰(zhàn)數(shù)字營(yíng)銷(xiāo)的極限。

????公司網(wǎng)站及社交媒體賬號(hào)：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(lì)消費(fèi)者在當(dāng)?shù)厣碳屹?gòu)物而人為設(shè)立的一個(gè)節(jié)日）以來(lái)，美國(guó)運(yùn)通【American Express，《財(cái)富》500強(qiáng)（Fortune 500）】市場(chǎng)營(yíng)銷(xiāo)團(tuán)隊(duì)對(duì)社交網(wǎng)絡(luò)的使用便一直廣受贊譽(yù)。這項(xiàng)活動(dòng)迅速擴(kuò)展，為買(mǎi)賣(mài)雙方搭起了一座橋梁。

????這家金融服務(wù)公司繼續(xù)利用這類(lèi)社交工具來(lái)推廣產(chǎn)品。2011年，它開(kāi)發(fā)了一款社交服務(wù)，來(lái)代替優(yōu)惠券：將信用卡與Twitter、移動(dòng)支付服務(wù)Foursquare和Facebook賬戶(hù)關(guān)聯(lián)的美國(guó)運(yùn)通用戶(hù)可以在參與活動(dòng)的店鋪獲得特別折扣。最近的#PassionProjects活動(dòng)支持一個(gè)創(chuàng)意社區(qū)發(fā)布微博表達(dá)它們對(duì)獲得Kickstarter式大眾融資機(jī)會(huì)的熱情。

????領(lǐng)導(dǎo)者對(duì)社交媒體的投入也為美國(guó)運(yùn)通贏得了額外的加分。（美國(guó)運(yùn)通CEO肯?切諾特是Facebook首席運(yùn)營(yíng)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.