Opening KeynoteAmerican Express Takes its Iconic Brand Digital,

Local and Grass Roots with OPEN Forum

Scott RoenVP

Digital Marketing & InnovationAmerican Express

This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2011 American Express Travel Related Services Company, Inc. All rights reserved.

American Express OPEN:Learning, Experimenting, Evolving

Scott RoenVP, Digital Marketing & Innovation, American Express OPENFebruary 2012

3

OPEN American Express team

dedicated exclusively to the success of small business owners

4

Major financial institutions declare

bankruptcy

Oil prices jump to $147.50 per barrel

US house prices fall approximately 30%

Small business lending declines 8.3%

Economic Challenges Hit Small Businesses Hard

5Finding a Voice in the Chaos

“Small Business Saturday” :60 TV Spot

6Small Business Saturday 2011 Results

1. Second annual Small Business Saturday

2. Estimated 103 million Americans ‘shopped small’

3. Public awareness rose to 65% compared to 37% [2010] 

1. Second annual Small Business Saturday

2. Estimated 103 million Americans ‘shopped small’

3. Public awareness rose to 65% compared to 37% [2010] 

7Support from Government

Even President Obama “Shopped Small” on November 26th 2011

8Diverse Group of Partners Critical for Success

75 corporations banded together to promote Small Business Saturday

9

10Identify Key Challenges of Small Business Owners

• Getting and Retaining Customers

• Improving Profitability and Managing

Cash Flow

• Getting Knowledge & Ideas to Improve

the Business

• Hiring & Retaining Employees

• Getting Financial Needs Met

• Saving Time

11Leverage Our Heritage

12Learn From Our Success with OPEN Forum

13Learn From Our Success with OPEN Forum

Brands are welcomed as facilitators

Built for social required to achieve scale

Reciprocal altruism works

14

15The Future

16

Questions / Discussion