American Express OPEN: Announcing the new OPEN Forum by Scott Roen
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American Express OPEN: Announcing the new OPEN Forum Scott Roen Vice President, Digital Marketing & Innovation American Express OPEN @scottroen
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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.
Transcript of American Express OPEN: Announcing the new OPEN Forum by Scott Roen
American Express OPEN: Announcing the new OPEN Forum
Scott RoenVice President, Digital Marketing & InnovationAmerican Express OPEN@scottroen
OPEN American Express team
dedicated exclusively to the success of small business owners
The Problem:Nearly 60% of small businesses fail within four years.
This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.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
This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.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
This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.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 FightTechnology
Dan SchawbelMillenial Branding
Branding
Chris Brogan, New Marketing Labs
Social Media
Jane Applegate, Applegate Group
General
Alexandra Levit, Author, Blind SpotsWorkplace Culture
Mike Periu, EcoFin Media
Finance
Penelope TrunkBrazen Careerist
Management
Anita Campbell, Small Biz Trends
General
Adam Ostrow & teamMashable
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
This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.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:
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…
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
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Community Social Network
OPEN Forum
Community + NetworkMarrying a tight knit Small Business community with the largest
professional network could be tremendously powerful
Introducing the new
The New OPEN Forum: Powered by LinkedIn
Combining the power of editorial content and user generated insights
Community highlightsencouraging users to share advice and start a dialogue
Modular Designoffers a dynamic and flexible platform for showcasing the right content
In BetaContinuing the private beta so we can refine & grow in a measured way
Advice Focused User Generated Content (UGC) is selected by editors to maximize engagement
Driving MembershipLeveraging UGC to drive membership in the community
The New OPEN Forum
The New OPEN Forum
More visual powerStronger emphasis on imagery
Community HighlightsStrong focus on the article page to drive membership
Featured authorStronger focus on the expert/ entrepreneur contributor
Recommended ContentCall outs for other content to engage readers
The New OPEN Forum
