1. Opening Keynote
American Express Takes its Iconic Brand Digital,
Local and Grass Roots with OPEN Forum
Scott Roen
VP
Digital Marketing & Innovation
American Express

2. American Express OPEN:
Learning, Experimenting, Evolving
Scott Roen
VP, Digital Marketing & Innovation, American Express OPEN
February 2012
This document contains unpublished confidential and proprietary information of American Express.
No disclosure or use of any portion of these materials may be made without the express written consent of American Express.
© 2011 American Express Travel Related Services Company, Inc. All rights reserved.

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OPEN
American Express team
dedicated exclusively to the
success of small business owners

4. Economic Challenges Hit Small Businesses Hard 4

5. Finding a Voice in the Chaos 5
“Small Business Saturday” :60 TV Spot

6. Small Business Saturday 2011 Results 6
1. Second annual Small Business Saturday
2. Estimated 103 million Americans ‘shopped small’
3. Public awareness rose to 65% compared to 37% [2010]

7. Support from Government 7
Even President Obama “Shopped Small” on November 26th 2011

8. Diverse Group of Partners Critical for Success 8
75 corporations banded together to promote Small Business Saturday

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10. Identify Key Challenges of Small Business Owners 10
• Getting and Retaining Customers
• Improving Profitability and Managing
Cash Flow
• Getting Knowledge & Ideas to Improve
the Business
• Hiring & Retaining Employees
• Getting Financial Needs Met
• Saving Time

11. Leverage Our Heritage 11

12. Learn From Our Success with OPEN Forum 12

13. Learn From Our Success with OPEN Forum 13
Brands are welcomed as facilitators
Built for social required to achieve scale
Reciprocal altruism works

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15. The Future 15

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Questions / Discussion