American Express OPEN Forum Case Study

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Scott Roen, Vice President, Digital Marketing & Innovation, American Express, shares how the OPEN Forum community, an online destination where entrepreneurs share experiences and learn from one another, is successfully leveraging social platforms and APIs to power the user experience.

Marketing

OPEN
American Express OPEN Forum
American Express team
dedicated exclusively to the success of small
business owners
FinanceConnect:14
Scott Roen
VP Digital Marketing &Innovation

ANDREW DUNN
BONOBOS INC.
Plum Card Member Since 2003

MANEESH GOYAK
MKG
Plum Card Member Since 2003

©2013 LinkedIn Corporation. All Rights Reserved.

2

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

Introducing
The New OPEN Forum:
Powered by LinkedIn
Finance Connect 2014

#inFC14

Advice Focused
UGC is editorial
selected to
maximize
engagement

Driving
Membership
Leveraging
UGC to drive
membership in
the community

The Problem:
Nearly 60% of small businesses
Featured author
Stronger focus
on the expert/
entrepreneur
contributor

fail within four years.

More visual power
Stronger emphasis
on imagery

Community
Highlights
Strong focus on
the article page to
drive membership
Recommended
Content
Call outs for
other content to
engage readers

Conversion
Sharability
Scale
©2013 LinkedIn Corporation. All Rights Reserved.

8

Questions…

ERIKA NAKAMURA
& AMELIA POSADA
LINDY & GRUNDY
Business Gold Rewards Member Since 1999

©2013 LinkedIn Corporation. All Rights Reserved.

9

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American Express OPEN Forum Case Study

2. OPEN American Express OPEN Forum American Express team dedicated exclusively to the success of small business owners FinanceConnect:14 Scott Roen VP Digital Marketing &Innovation ANDREW DUNN BONOBOS INC. Plum Card Member Since 2003 MANEESH GOYAK MKG Plum Card Member Since 2003 ©2013 LinkedIn Corporation. All Rights Reserved. 2

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

5. Introducing The New OPEN Forum: Powered by LinkedIn Finance Connect 2014 #inFC14

6. Advice Focused UGC is editorial selected to maximize engagement Driving Membership Leveraging UGC to drive membership in the community

7. The Problem: Nearly 60% of small businesses Featured author Stronger focus on the expert/ entrepreneur contributor fail within four years. More visual power Stronger emphasis on imagery Community Highlights Strong focus on the article page to drive membership Recommended Content Call outs for other content to engage readers

American Express OPEN Forum Case Study

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