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

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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.

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 new OPEN Forum Scott Roen Vice President, Digital Marketing & Innovation American Express OPEN @scottroen
  2. 2. OPEN American Express team dedicated exclusively to the success 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 This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.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 This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.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 This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.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, 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. 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. 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. 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. 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. 11. Introducing the new
  12. 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. 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. 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. 15. The New OPEN Forum

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