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American Express OPEN Forum Case Study

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Scott Roen, Vice President, Digital Marketing & Innovation, American Express, shares how the OPEN Forum community, an online destination where entrepreneurs share experiences and learn from one …

Scott Roen, Vice President, Digital Marketing & Innovation, American Express, shares how the OPEN Forum community, an online destination where entrepreneurs share experiences and learn from one another, is successfully leveraging social platforms and APIs to power the user experience.

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  • 1. American Express OPEN Forum FinanceConnect:14 Scott Roen VP Digital Marketing & Innovation MANEESH GOYAK MKG Plum Card Member Since 2003 ©2013 LinkedIn Corporation. All Rights Reserved. 1
  • 2. OPEN American Express OPEN Forum American Express team dedicated exclusively to the success of small business owners FinanceConnect:14 Scott Roen VP Digital Marketing &Innovation ANDREW DUNN BONOBOS INC. Plum Card Member Since 2003 MANEESH GOYAK MKG Plum Card Member Since 2003 ©2013 LinkedIn Corporation. All Rights Reserved. 2
  • 3. The Problem: Nearly 60% of small businesses fail within four years.
  • 4. Introducing The New OPEN Forum: Powered by LinkedIn Finance Connect 2014 #inFC14
  • 5. Advice Focused UGC is editorial selected to maximize engagement Driving Membership Leveraging UGC to drive membership in the community
  • 6. The Problem: Nearly 60% of small businesses Featured author Stronger focus on the expert/ entrepreneur contributor fail within four years. More visual power Stronger emphasis on imagery Community Highlights Strong focus on the article page to drive membership Recommended Content Call outs for other content to engage readers
  • 7. Conversion Sharability Scale ©2013 LinkedIn Corporation. All Rights Reserved. 8
  • 8. Questions… ERIKA NAKAMURA & AMELIA POSADA LINDY & GRUNDY Business Gold Rewards Member Since 1999 ©2013 LinkedIn Corporation. All Rights Reserved. 9