The document announces the new OPEN Forum from American Express, which provides small business owners with insights and expertise. It was previously only available to select members but will now be open to all. The forum curates over 200 expert contributors across various topics and publishes 50+ new pieces of content per week. It is combining with LinkedIn to leverage that network and drive more engagement through a community focused on user-generated content and advice. The new forum aims to maximize engagement through community highlights, recommended content, and a stronger focus on featured authors/contributors.

1. American Express OPEN:
Announcing the new
OPEN Forum
Scott Roen
Vice President, Digital Marketing & Innovation
American Express OPEN
@scottroen

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

3. The Problem:
Nearly 60% of small businesses fail within four years.

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 This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.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. This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.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. This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.
Guy Kawasaki,
AllTop
Social Media
Stephanie Miles,
Street Fight
Technology
Dan Schawbel
Millenial Branding
Branding
Chris Brogan,
New Marketing Labs
Social Media
Jane Applegate,
Applegate Group
General
Alexandra Levit,
Author, Blind Spots
Workplace Culture
Mike Periu, EcoFin
Media
Finance
Penelope Trunk
Brazen Careerist
Management
Anita Campbell,
Small Biz Trends
General
Adam Ostrow & team
Mashable
Technology/Social Media
Henry Blodget & team
The Business Insider
General
John Jantsch,
Duct Tape Marketing
Marketing
Sample of Expert Contributors on OPEN Forum
Curating Expertise Became Critical to Scale

7. This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.
Reciprocal Altruism
works.
KEY OPEN FORUM INSIGHT:

8. This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.
200+
expert contributors
Mix of videos,
articles,
infographics.
50+ pieces of
content
published
per week
OPEN Forum as of Yesterday…

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
Community Social Network
OPEN Forum
LinkedIn
Community + Network
Marrying a tight knit Small Business community with the largest
professional network could be tremendously powerful

11. Introducing the new

12. The New OPEN Forum: Powered by LinkedIn
Combining the
power
of editorial content
and user generated
insights
Community
highlights
encouraging users
to share advice
and start a
dialogue
Modular
Design
offers a dynamic
and flexible
platform for
showcasing the
right content
In Beta
Continuing the
private beta so we
can refine & grow
in a measured way

13. Advice
Focused
User Generated
Content (UGC) is
selected by editors
to maximize
engagement
Driving
Membership
Leveraging UGC to
drive membership
in the community
The New OPEN Forum

14. The New OPEN Forum
More visual
power
Stronger
emphasis on
imagery
Community
Highlights
Strong focus on
the article page to
drive membership
Featured
author
Stronger focus on
the expert/
entrepreneur
contributor
Recommended
Content
Call outs for other
content to engage
readers

15. The New OPEN Forum