Both VISA and American Express have been on the leading edge when it comes to leveraging social networks. I covered VISA’s recent programs with Facebook rather extensively in my article for iMediaConnection. So here’s a quick update on one of the more interesting efforts by American Express called the Members Project including this overview from MediaPost’s Marketing Daily:
For its second year, American Express has expanded the scope of its social responsibility, “Members Project,” making it easier for people to help shape projects that fit their interests, beefing up its online presence, and devoting more money to more projects.
“We’re putting more focus in how we leverage online,” says Belinda Lang, vice president of consumer marketing strategy at American Express. “We’re trying to make it that much easier for people to engage with us.”
To help get the word out about the Members Project and the individual ideas, American Express has developed a vast array of online tools, from Facebook and MySpace presences to widgets and online badges people can use to promote their projects. The initial phase of the Members Project–where people create and hone ideas for good works– will also be advertised heavily online, Lang tells Marketing Daily. “This is an online experience–our goal is to take advantage of what’s going on with that space,” she says.
A quick visit to the Members Project site and you can see this is a well thought through program and one that they expect to grow over time. With $2.5 million in “seed money” to support 25 projects that can “make a difference” locally, nationally or globally, AmEx is hoping to empower card holders to take charge instead of just charging (some more stuff). It is hard to imagine a more fulfilling “service” for AmEx to provide than one that helps their customers change the world for the better. And oh by the way, if saving the world is your thing, submissions are due 8/19!
One of the five finalists offered this video appeal: