1. Opening Keynote American Express Takes its Iconic Brand Digital, Local and Grass Roots with OPEN Forum Scott Roen VP Digital Marketing & Innovation American Express

2. This document contains unpublished confidential and proprietary information of American Express.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 Roen VP, Digital Marketing & Innovation, American Express OPEN February 2012

3. 3 OPEN American Express team dedicated exclusively to the success of small business owners

4. 4 Economic Challenges Hit Small Businesses Hard

5. 5 Finding a Voice in the Chaos “Small Business Saturday” :60 TV Spot

6. 6 Small 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]

7. 7 Support from Government Even President Obama “Shopped Small” on November 26 th 2011

8. 8 Diverse Group of Partners Critical for Success 75 corporations banded together to promote Small Business Saturday

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10. 10 Identify 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

11. 11 Leverage Our Heritage

12. 12 Learn From Our Success with OPEN Forum

13. 13 Learn From Our Success with OPEN Forum Brands are welcomed as facilitators Built for social required to achieve scale Reciprocal altruism works

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15. 15 The Future

16. 16 Questions / Discussion