American Express Leverages Assets via Social Marketplaces
Peter Krasilovsky, 4/24/2012
American Express is a worldwide credit card leader. It has 97.4 million “live” cards on account, $30 billion in revenues, $822 billion in purchase volume and 62,500 employees. During the past two years, AmEx has begun using social marketplaces to tighten its relationships with small businesses and broaden its services. It now has leading programs with Facebook, Foursquare and Twitter, and also has developed the “Small Business Saturday” program. Leslie Berland, AmEx senior vice president, digital partnerships and development, was the opening keynote at BIA/Kelsey’s recent ILM East conference in Boston. This Advisory is a synopsis of Berland’s presentation and BIA/Kelsey research.
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