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This document contains unpublished confidential and proprietary information of American Express Travel Related Services Company, Inc. All rights reserved.

Scorecard: Our framework is applied through a scorecard

• “Operating” Scorecard uses available tools to evaluates the customer experience online in two dimensions – Engagement and Integration

Integration

Involvement Influence

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Using the scorecard to compare hubs

1 1.2 1.4 1.6 1.8 2 2.2 2.4 2.6 2.8 31

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2.5

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Engagement

Inte

ract

ion

OPEN vs. Financial Services

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Scorecard: OPEN’s score

Involvement

Interation

IntimacyInfluence

Integration

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Inte

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Engagement

Using the scorecard to place OPEN in a competitive landscape

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Appendix: Scoring System

Engagement Scoring Methodology• Sub-dimnesions are weighted 10% for Involvement, and 30% each for Interaction, Intimacy and Influence

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Developing a Scorecard

Dimension

Integration Scoring Methodology• Metrics are weighed equally to yield engagement score

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Appendix: OPEN’s score and notes

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Appendix: Indexes of Scored Companies

Engagement Scores

Company EngagementInvolvement (10%)

Interaction (30%)

Intimacy (30%)

Influence (30%)

Ford 2.8 2.5 2.5 3 3Starbucks 2.525 2 2.75 2 3Dell 2.475 3 2.25 2 3Samsung 2.45 2 2 2.5 3Blackberry 2.375 2 2.25 2 3Whole Foods 2.175 1.5 2.75 2 2Intuit 2.125 2.5 2.25 3 1ING DIRECT 2.1 1.5 2.5 3 1Pepsi 2 2 2 2 2Nordstrom 1.85 2 2.5 2 1H&M 1.85 2 1.5 3 1Xerox 1.8 1.5 2.5 2 1Capital One 1.7875 1 1.625 3 1PayPal 1.78125 1.5 1.9375 1.5 2Southwest 1.775 2 2.25 1 2Cisco 1.775 2 2.25 1 2AT&T 1.775 2 2.25 1 2Amex OPEN 1.7625 1.5 2.375 2 1Discover 1.725 1.5 2.25 2 1Four Seasons 1.575 1.5 1.75 2 1Wells Fargo 1.425 1.5 2.25 1 1Citi 1.35 1.5 2 1 1TD 1.225 1 1.75 1 1BofA 1 1 1 1 1

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Integration Scores

Company Integration Consistency of Brand Social Feature Embeddedness

Prominence of Hub on Corporate Website

Samsung 3 3 3 3H&M 3 3 3 3Blackberry 3 3 3 3Pepsi 2.666666667 2 3 3Starbucks 2.666666667 3 3 2Discover 2.666666667 3 3 2Nordstrom 2.666666667 3 2 3PayPal 2.333333333 3 1 3Whole Foods 2.333333333 3 2 2Dell 2.333333333 3 2 2ING DIRECT 2.333333333 2 3 2Southwest 2.333333333 3 2 2Cisco 2.333333333 3 3 1Ford 2.333333333 3 3 1AT&T 2.333333333 3 3 1Xerox 2 3 1 2Intuit 2 3 1 2Wells Fargo 2 2 3 1BofA 1.666666667 3 1 1Four Seasons 1.666666667 3 1 1Amex OPEN 1.666666667 3 1 1Capital One 1.666666667 3 1 1TD 1.666666667 3 1 1Citi 1.333333333 2 1 1

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Index of Scored Hubs


Company Social Hub URL

Amex OPEN http://about.americanexpress.com/sm/?inav=footer_connect

AT&T http://www.att.com/gen/press-room?pid=5000Blackberry http://my.blackberry.com/index.jspaBofA http://social.bankofamerica.com/Capital One http://www.capitalone.com/social-media/Cisco http://socialmedia.cisco.com/Citi http://new.citi.com/

Dellhttp://content.dell.com/us/en/corp/about-dell-social-media.aspx; http://en.community.dell.com/

Discover http://www.discovercard.com/community/Ford http://www.thefordstory.com/Four Seasons http://www.fourseasons.com/socialmedia/

H&Mhttp://www.hm.com/us/socialmediaroom__socialMediaRoom.nhtml

ING DIRECT http://www.wethesavers.com/Intuit http://community.intuit.com/Nordstrom http://shop.nordstrom.com/c/conversation?origin=topnav

PayPalhttps://www.paypal-community.com/t5/US-PayPal-Community/ct-p/US

Pepsi www.pepsi.comSamsung http://www.samsung.com/us/

Southwesthttp://travel.southwest.com/travel/community/exploreCommunity.html?int=GSUBNAV-TG-COMMUNITY

Starbuckswww.starbucks.com/communityhttp://www.starbucks.com/coffeehouse/community

TD http://www.td.com/mediaroom/social_media.jspWells Fargo http://blog.wellsfargo.com/Whole Foods http://blog.wholefoodsmarket.com/Xerox http://forum.support.xerox.com/

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