Case | HBS Case Collection | April 2012 (Revised March 2013)

Social Strategy at American Express

by Mikolaj Jan Piskorski and David Chen

Abstract

American Express has developed a number of strategic partnerships with Facebook, Foursquare and Twitter to improve their card members experience and lower its customer acquisition cost. The case details the history of these partnerships, examines American Express' own social platforms, and talks about American Express' future plans in the realm of social strategy. It then presents students with two options related to Amex's future options and asks them to pick one.

Keywords: Strategy; Partners and Partnerships; Social Marketing; Financial Services Industry;

Citation:

Piskorski, Mikolaj Jan, and David Chen. "Social Strategy at American Express." Harvard Business School Case 712-447, April 2012. (Revised March 2013.)