American Express OPEN: Announcing the new OPEN Forum by Scott Roen

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Originally presented at LinkedIn's FinanceConnect:13 event in NY on 5/2/2013. Scott Roen, VP Digital Marketing & Innovation at American Express OPEN, explores the exciting re-launch of the OPEN Forum community, an online destination where entrepreneurs can share their experiences and discover what has worked for others. Learn about how OPEN leverages social platforms and APIs to power the user experience.

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American Express OPEN: Announcing the new OPEN Forum by Scott Roen

  1. 1. American Express OPEN:Announcing the newOPEN ForumScott RoenVice President, Digital Marketing & InnovationAmerican Express OPEN@scottroen
  2. 2. OPENAmerican Express teamdedicated exclusively to thesuccess of small business owners
  3. 3. The Problem:Nearly 60% of small businesses fail within four years.
  4. 4. This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.“Inside the Entrepreneurial Mind”OPEN in 2006: Exclusive Access & Insights
  5. 5. This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.OPEN Forum 2007: Access & Insights for All
  6. 6. This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.Guy Kawasaki,AllTopSocial MediaStephanie Miles,Street FightTechnologyDan SchawbelMillenial BrandingBrandingChris Brogan,New Marketing LabsSocial MediaJane Applegate,Applegate GroupGeneralAlexandra Levit,Author, Blind SpotsWorkplace CultureMike Periu, EcoFinMediaFinancePenelope TrunkBrazen CareeristManagementAnita Campbell,Small Biz TrendsGeneralAdam Ostrow & teamMashableTechnology/Social MediaHenry Blodget & teamThe Business InsiderGeneralJohn Jantsch,Duct Tape MarketingMarketingSample of Expert Contributors on OPEN ForumCurating Expertise Became Critical to Scale
  7. 7. This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.Reciprocal Altruismworks.KEY OPEN FORUM INSIGHT:
  8. 8. This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.200+expert contributorsMix of videos,articles,infographics.50+ pieces ofcontentpublishedper weekOPEN Forum as of Yesterday…
  9. 9. This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.LinkedIn Critical to our Scale & Engagement
  10. 10. 10Community Social NetworkOPEN ForumLinkedInCommunity + NetworkMarrying a tight knit Small Business community with the largestprofessional network could be tremendously powerful
  11. 11. Introducing the new
  12. 12. The New OPEN Forum: Powered by LinkedInCombining thepowerof editorial contentand user generatedinsightsCommunityhighlightsencouraging usersto share adviceand start adialogueModularDesignoffers a dynamicand flexibleplatform forshowcasing theright contentIn BetaContinuing theprivate beta so wecan refine & growin a measured way
  13. 13. AdviceFocusedUser GeneratedContent (UGC) isselected by editorsto maximizeengagementDrivingMembershipLeveraging UGC todrive membershipin the communityThe New OPEN Forum
  14. 14. The New OPEN ForumMore visualpowerStrongeremphasis onimageryCommunityHighlightsStrong focus onthe article page todrive membershipFeaturedauthorStronger focus onthe expert/entrepreneurcontributorRecommendedContentCall outs for othercontent to engagereaders
  15. 15. The New OPEN Forum

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