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Case Study: OPEN Forum, Scott Roen, VP OPEN Forum
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Case Study: OPEN Forum, Scott Roen, VP OPEN Forum

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  • This is the ethos and the mission of our brand, something we uphold and support in all of our marketing initiatives and all of our operations. If our customers grow and succeed, we benefit in kind. ****Any thing you want to say about why this matters so much to AMEX’s model
  • We are now a true provider of business services, through our products and our publication. It trully changes how we can market our own brand – we are a credible expert and a provider of value. We offer something to all small business owners, not just our customers. As we enter 2011 – we are thinking about new ways to support our community. Our focus will be on connecting business owners to their most important assets???? _ Would be curious to hear your voice over here from the board preso
  • Again curious to hear your voice – over. My thoughts:OPEN Fprum has truly enabled OPEN to have a dialogue with small business people, and to represent their collective voice on the site, and in the public. Every day we connect business owners to content and resources that can help them overcome challenges and succeed. A highlight of 2010 - We were invited to the whitehouse to pose questions from our community to the administration. This is one example of how the platform provides advice, voice, thought leadership, for our customers.
  • QUICK SLIDE _ not much time here suggestedWe have been fortunate enough to receive recognition from the industry, but we will continue to push the envelope and strive for growth
  • Not only are we seeing value through customer preference and new card acquisition, we are also seeing earned traffic efficiencies. The platform has achieved a nice cycle of traffic – where they are entering through sources like Facebook, Twitter, Google. Once our visitors arrive, they find the kind of content they want to share with their own social graphs, and in turn it brings us back more audience. Like many other publishers, we are seeing Social traffic sources become equally as important as Search traffic sources. Facebook and Twtitter combined are a material % of our monthly traffic.
  • OPEN Forum helps us create value for all parties – customers, content creators, and ourselves. Here’s what our customers are writers are saying to us.

Case Study: OPEN Forum, Scott Roen, VP OPEN Forum Case Study: OPEN Forum, Scott Roen, VP OPEN Forum Presentation Transcript

  • Signal la: the content marketing conversation
    Los Angeles/ February 9, 2011
  • Case Study: OPEN Forum
    Scott Roen – VP, American Express
  • American Express OPEN’s Mission
    3
    Helping business do more business
  • A Brief History of OPEN Forum
    Growth of a Small Business Publisher
    425,000 page views
    5,100,000 page views
    10,500,00 page views
    Continued Growth!
    Launch
    4
  • OPEN Forum Mission Today - 2011
    5
  • OPEN Forum
    6
  • OPEN Forum
    7
  • OPEN Forum
    8
  • Giving SBOs a Voice
    9
  • # 1 Destination for Small Businesses
    Unique Visitors Per Month
    1.6MM
    1.5MM
    1MM
    401k
    *Post 2.0 launch, June09-10 sourced via Compete
    10
  • Now a Recognized Leader
    11
  • OPEN Forum Drives Brand Metrics
    • Product Consideration
    • Differentiated products & services
    • Likely to Recommend
    Jennifer Behar, Owner, Jennifer’s Homemade
    Member Since: 1994
    12
  • 13
    The Metrics: Marketing Efficiencies
    Readers share with their own social graphs, bringing back more visitors
    85% of Traffic comes through non-paid sources
    Social Referral Traffic
    Earned traffic generated through OPEN Forum sharing saves marketing dollars
  • OPEN Forum’s Mission Delivered
    14
    “…as a new small business owner, Open Forum has become a daily stop for me - even more important than the Wall Street Journal. I learn something everyday that helps me in my business - so thank you! We're big fans!”
    Steven Mochel, Fresh Green Light
    “I found our first reseller through OPEN Forum when one of the members saw my comments on the site and decided to follow me…now we have 20 resellers who contribute about the half of our sales”
    PaulRosenfeld, CEO Fanminder
  • Thank You