Tag Archives: American Express Open Forum

Social media Boosts American Express OPEN

American Express small business card members have fueled the success of the company’s social media initiatives, specifically with the social networking site American Express OPEN. According to Sean Callahan and Ellis Booker of BtoBOnline.com, the site, provides small-business owners with online content and tools intended to help them grow their businesses, supports the American Express brand, said Marcy Shinder, VP-brand strategy and marketing for American Express OPEN. The site was created with a team of fewer than five people and at a fraction of the cost of other marketing initiatives, such as TV advertising, Shinder said. American Express uses Twitter, Facebook, LinkedIn and blogs to drive traffic to the site, which in addition to attracting small-business owners, has also drawn other marketers looking to reach that market. FedEx, for example, has become a paying sponsor of a segment of the site. For those of you in attendance at this year’s Community 2.0 event in San Francisco, we had the pleaseure of welcoming Pepper E. Roukas, Director, Content & Community Development, American Express Global Advertising and Brand Management. Pepper discussed American Express’s strategy and even provided us with the case study of OPENForum.
Track Presentation: Needs are the Seeds for B2B

Track Presentation: Needs are the Seeds for B2B


Our next presentation during our afternoon’s track sessions is given by Pepper E. Roukas, Director, Content & Community Development, American Express Global Advertising and Brand Management.

She’s begun by posing the misconception that so many have about the importance of social media for small businesses. She pointed out about the recent column by Steve Strauss on USA Today. On April 13th, he basically came out against business use of Twitter, in effect, not worth effort. What resulted was an avalanche comments against his perspective and they next day he wrote a new column, his mea culpa, a reconsideration of the value of Twitter for business.

So here she discusses Amex’ B2B Community Pillars:

1) Service & People
2) Data & Insights
3) Global Reach
4) Best Products & Partners and Services

So focusing with their internal marketing communication process, looking at
Awareness }} Consideration }} Conversation }} Loyalty & Usage

Now the use of communities expands and improves this process to create greater value and opportunity to engage their customers. Amex has determined that small business are so quickly and in increasing numbers using social media


Case Study: OPEN Forum

It’s a community from Amex to provide content and community platform to help small business owners manage their businesses. It’s a tool to create conversion and build loyalty and engagement. It is also not a closed community, much of the content is syndicated to appropriate external sites. Because of this they have focused on a particular content strategy:

1) Best of the Business
2) Has to be Authentic
3) Has to be Relevant
4) Has to be Timely

She then offered this example of a video clip from the INC. 500 Conference with Seth Godin

Because of these efforts Amex has seen significant outcomes including increased brand relevancy, brand loyalty, and ultimately, increased purchase considerations and card applications as a result of this effort.

Now switching gears, Pepper is offering the case study of business travelers. She presents a case study on Business Travel Connexion, an industry-wide platform for corporate travel management community, available to corporate decision makers but also includes their competitors, the first effort to do so. It offers unique Web 2.0 elements, some designed specifically with their current clients, while other functionally is widely available. In turn they also partner with Facebook and LinkedIn to promote the site and incorporate participation on these larger communities.

The results has once again included increased brand relevancy and brand loyalty; and later this year efforts will be for more in-depth measurements which they fill will demonstrate definite increase in purchase considerations.

In looking at these case studies, we now are looking at how Amex utilizes partnerships in order to co-create value in order to meet their needs for new content – best of breed and expert quality for their communities, and technology – opportunities for integration.

Updated

American Express adopts social media: OPEN Forum

In a recent blog post by Chris Brogan, he shares information on the American Express Open Forum. At the Open Forum, American Express aggregates blog feeds through Federated. The area is full of interesting content, and American Express gives readers a sponsored area to discuss and talk about the information posted on the website. In this sense, Brogan points out, American Express is spreading its brand over blog content, and spreading the awareness of their name.