Exporting user to dmp file in Oracle11gr2

I am trying to create a dump file of an Oracle database on 11g

the user is CONTACT and lets say pwd is zip (lowercase)

i log into SQLplus using run command "sqlplus /nolog"

and then

Connect sys/pwd@oracle11g as sysdba

then i try to run my export command

SQL> exp sys/pwd owner=CONTACT DIRECT=Y FILE=E:\ORA_DUMP\CONTACT.dmp LOG=E:\ORA_DUMP\CONTACT.log

and then i hit enter but i get

SP2-0734: unknown command beginning "exp sys/pw....." -rest of line ignored

i tried

SQL> exp CONTACT/zip owner=CONTACT DIRECT=Y FILE=E:\ORA_DUMP\CONTACT.dmp LOG=E:\ORA_DUMP\CONTACT.log

but i get same error

what am i doing wrong