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

Now a Recognized Leader

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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