Case Study: OPEN Forum, Scott Roen, VP OPEN Forum
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Transcript of Case Study: OPEN Forum, Scott Roen, VP OPEN Forum
SIGNAL LA: THE CONTENT MARKETING CONVERSATIONLos Angeles/ February 9, 2011
Case Study: OPEN Forum
Scott Roen – VP, American Express
American Express OPEN’s Mission
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Helping business do
more business
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A Brief History of OPEN Forum
Growth of a Small Business Publisher
425,000 page views
5,100,000 page views
10,500,00 page views
Launch Continued Growth!
OPEN Forum Mission Today - 2011
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OPEN Forum
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OPEN Forum
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OPEN Forum
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Giving SBOs a Voice
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# 1 Destination for Small Businesses
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1.6MM
Unique Visitors Per Month
1.5MM
1MM
401k
*Post 2.0 launch, June09-10 sourced via Compete
OPEN Forum Drives Brand Metrics
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Jennifer Behar, Owner, Jennifer’s HomemadeMember Since: 1994
• Product Consideration
• Differentiated products & services
• Likely to Recommend
85% of Traffic comes through non-paid
sources
Readers share with their own social graphs, bringing
back more visitors
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Earned traffic generated through OPEN Forum sharing saves marketing dollars
The Metrics: Marketing Efficiencies
Social Referral Traffic
OPEN Forum’s Mission Delivered
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“I found our first reseller through OPEN Forum when one of the members saw my comments on the site and decided to follow me…now we have 20 resellers who contribute about the half of our sales”
PaulRosenfeld, CEO Fanminder
“…as a new small business owner, Open Forum has become a daily stop for me - even more important than the Wall Street Journal. I learn something everyday that helps me in my business - so thank you! We're big fans!”
Steven Mochel, Fresh Green Light
Thank You