Affiliates Summit

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Information about Affiliates Summit

Published on August 17, 2007

Author: p2045i

Source: slideshare.net

Introduction to Affiliate Marketing for Affiliates Candice Nobles, Sr Marketing Manager, Hewlett-Packard, Snapfish (Moderator) Larry Adams, Affiliate Product Manager, Performics Stephanie Agresta, Vice President, Affiliate Marketing, Commerce360 Patrick Gavin, President, Text Link Ads Brent Hill, Vice President, FeedBurner Choots Humphries, President, LinkConnector

Introduction to Data Feeds Larry Adams Product Manager Performics

What is a Feed? Usually, people are talking about a structured file of product catalog data Updated at regular intervals Contains tracking links to product level pages Other types of data are available in feeds, too Coupon/Promotion feeds (third party tools and some networks provide) Transactional or performance data RSS feeds Informational, used as a substitute for email to affiliates Distribution, you can buy ads in someone else’s content feed

Usually, people are talking about a structured file of product catalog data

Updated at regular intervals

Contains tracking links to product level pages

Other types of data are available in feeds, too

Coupon/Promotion feeds (third party tools and some networks provide)

Transactional or performance data

RSS feeds

Informational, used as a substitute for email to affiliates

Distribution, you can buy ads in someone else’s content feed

What Technology and Skills are Needed? A server to receive and process the file Basic knowledge of networking A database or other storage to maintain the data Intermediate knowledge of database principles A dynamic web site to display the product data Intermediate to advanced web development skills With basic skills you could code product pages by hand but keeping sites up to date is a nightmare Or….. Third party tools Created by affiliates that figured out how to use data feeds for their own sites Easy way to get started to see if your users are receptive to this type of content

A server to receive and process the file

Basic knowledge of networking

A database or other storage to maintain the data

Intermediate knowledge of database principles

A dynamic web site to display the product data

Intermediate to advanced web development skills

With basic skills you could code product pages by hand but keeping sites up to date is a nightmare

Or…..

Third party tools

Created by affiliates that figured out how to use data feeds for their own sites

Easy way to get started to see if your users are receptive to this type of content

What Can I do With a Data Feed? Dynamic web sites Comparison shopping engines (Bizrate, shopping.com) Contextual product tags (Chitika, Amazon) Content for paid search marketing Use product names for keywords Use product links for better landing pages Price alerts

Dynamic web sites

Comparison shopping engines (Bizrate, shopping.com)

Contextual product tags (Chitika, Amazon)

Content for paid search marketing

Use product names for keywords

Use product links for better landing pages

Price alerts

A Word on Standards Different types of products require different types descriptive attributes Not all merchants provide all data NRF and shop.org have established a working group to establish standards for online retail data feeds http://onlinefeeds.org/index.html

Different types of products require different types descriptive attributes

Not all merchants provide all data

NRF and shop.org have established a working group to establish standards for online retail data feeds

http://onlinefeeds.org/index.html

How Can I Find Out More? Overviews/Tutorials http://www.web-procreate.com/ http://www.5staraffiliateprograms.com/datafeed1.html FTP basics http://kb.iu.edu/data/apfj.html#section4 Web Hosting Information http://www.bargain-shopping-online.com/webhosts.htm http://www.tophosts.com/ Programming/Web Development http://www.byteofpython.info/ http://www.mindview.net/Books/TIPython http://depts.washington.edu/acmb/resources/weblib.htm Third Party Tools http://goldencan.com http://www.afftools.com/psc/directory.html http://www.c3scripts.com/ http://couponfeeder.com/ http://www.synthasite.com/

Overviews/Tutorials

http://www.web-procreate.com/

http://www.5staraffiliateprograms.com/datafeed1.html

FTP basics

http://kb.iu.edu/data/apfj.html#section4

Web Hosting Information

http://www.bargain-shopping-online.com/webhosts.htm

http://www.tophosts.com/

Programming/Web Development

http://www.byteofpython.info/

http://www.mindview.net/Books/TIPython

http://depts.washington.edu/acmb/resources/weblib.htm

Third Party Tools

http://goldencan.com

http://www.afftools.com/psc/directory.html

http://www.c3scripts.com/

http://couponfeeder.com/

http://www.synthasite.com/

Utilizing Email to Drive Affiliate Sales: A Primer for New Affiliates Stephanie Agresta, Vice President, Affiliate Marketing

Agenda Disclaimer Building Your List Content Best Practices Managing Your Unsubscribe List Vendors: ESPs Industry Blogs & Resource Centers Creative Samples Summary

Disclaimer

Building Your List

Content Best Practices

Managing Your Unsubscribe List

Vendors: ESPs

Industry Blogs & Resource Centers

Creative Samples

Summary

Disclaimer A primer – not legal advice The following PowerPoint is intended to assist affiliates in understanding resources and best practices with regard to email marketing. This presentation is not intended to provide a comprehensive analysis of the CAN-SPAM ACT or to provide specific recommendations of what actions companies or individuals should take to comply and is provided for informational use only. A dialogue between Merchants and Affiliates The tip of the iceberg

A primer – not legal advice

The following PowerPoint is intended to assist affiliates in understanding resources and best practices with regard to email marketing. This presentation is not intended to provide a comprehensive analysis of the CAN-SPAM ACT or to provide specific recommendations of what actions companies or individuals should take to comply and is provided for informational use only.

A dialogue between Merchants and Affiliates

The tip of the iceberg

Building Your List Know your demographic Begin building the relationship from the very start No “floating sign-up boxes” and lack of communication Segmentation – sub-categories of customers Different versions of subject lines and content? Deliverability Get email address from all major ISPs for testing List Quality – Determines your ROI Opt-in or double-opt-in No pre-checked boxes Clean out bad emails and bounces Inactive – ask for re-opt-in (opt-down)

Know your demographic

Begin building the relationship from the very start

No “floating sign-up boxes” and lack of communication

Segmentation – sub-categories of customers

Different versions of subject lines and content?

Deliverability

Get email address from all major ISPs for testing

List Quality – Determines your ROI

Opt-in or double-opt-in

No pre-checked boxes

Clean out bad emails and bounces

Inactive – ask for re-opt-in (opt-down)

Content Best Practices You have 3 seconds to catch their attention! If only one subject line – Keep it short but relevant (45 characters to convey your key message) A call to action The From line determines whether to delete an email Is it recognizable? The Subject line motivates people to actually open the email Is it cut-off? Online calculators, copy advice, design advice

You have 3 seconds to catch their attention!

If only one subject line – Keep it short but relevant (45 characters to convey your key message)

A call to action

The From line determines whether to delete an email

Is it recognizable?

The Subject line motivates people to actually open the email

Is it cut-off?

Online calculators, copy advice, design advice

Managing Your Unsubscribe List CAN SPAM Definition http://www.unsubcentral.com/can_spam.php Merchants have more responsibility and consequences Why Advertisers Get Scared Centralized Suppression List Providing Suppression Lists to affiliates Must be delivered securely Managing Opt-out Data

CAN SPAM Definition

http://www.unsubcentral.com/can_spam.php

Merchants have more responsibility and consequences

Why Advertisers Get Scared

Centralized Suppression List

Providing Suppression Lists to affiliates

Must be delivered securely

Managing Opt-out Data

UnSubCentral – 3 rd Party Solution Many consumers don’t trust unsubscribe function Store suppression list (Emailing a text file is unsecured) Central place to Unsubscribe. Ability to share suppression list - distribute it in a secure fashion

Many consumers don’t trust unsubscribe function

Store suppression list

(Emailing a text file is unsecured)

Central place to Unsubscribe.

Ability to share suppression list - distribute it in a secure fashion

Vendors – ESPs (Email Service Providers) Constant Contact Topica DIY – Entry Level Providers Lower Cost ($20 / month) Length of contract (month-to-month) Smaller volume of names under management Less functionality and integration Large selection of templates

Constant Contact

Topica

Lower Cost ($20 / month)

Length of contract (month-to-month)

Smaller volume of names under management

Less functionality and integration

Large selection of templates

Vendors – ESPs (Email Service Providers) EmailLabs Exact Target Subscriber Mail Mid-Tier Players Higher cost ($250 - $1000 / month) May require contract Larger list size More customer support Professional services available More functionality and integration into DB

EmailLabs

Exact Target

Subscriber Mail

Higher cost ($250 - $1000 / month)

May require contract

Larger list size

More customer support

Professional services available

More functionality and integration into DB

Industry Leaders Chris Baggot Award Winning Blog http://exacttarget.typepad.com/chrisbaggott/ Marketing Sherpa Email Benchmark Guide 2006 http://www.marketingsherpa.com   http://www.sherpastore.com/freestuff.html ClickZ Networks 4 Email Blogs Loren MacDonald - Deliverability Dr. Ralph Wilson http://www.wilsonweb.com

Chris Baggot Award Winning Blog

http://exacttarget.typepad.com/chrisbaggott/

Marketing Sherpa

Email Benchmark Guide 2006

http://www.marketingsherpa.com

  http://www.sherpastore.com/freestuff.html

ClickZ Networks

4 Email Blogs

Loren MacDonald - Deliverability

Dr. Ralph Wilson

http://www.wilsonweb.com

Resource Centers EmailLabs http://www.emaillabs.com/resources.html Constant Contact Tips and Hints http://www.constantcontact.com/email-marketing-resources/index.jsp Exact Target http://email.exacttarget.com/best-practices.asp

EmailLabs

http://www.emaillabs.com/resources.html

Constant Contact Tips and Hints

http://www.constantcontact.com/email-marketing-resources/index.jsp

Exact Target

http://email.exacttarget.com/best-practices.asp

Creative Samples – Multiple Merchants

Creative Samples – Solo Offer

Creative Samples – Solo Offer

Creative Samples – Solo Offer

Summary: Use Best Practices * Note: Graphic from EmailLab Best Practice Quick Tips PDF http://www.emaillabs.com/resources_bestpractices.html

Summary Relevancy – be a value to the recipient Deliverability Test & Measure List Growth Takes Work Communicate with the Merchant & Build a Trusted Relationship!

Relevancy – be a value to the recipient

Deliverability

Test & Measure

List Growth Takes Work

Communicate with the Merchant & Build a Trusted Relationship!

Please feel free to contact me with any questions or comments. Stephanie Agresta VP, Affiliate Marketing Commerce360 [email_address] Thank You!

Please feel free to contact me with any questions or comments.

Stephanie Agresta

VP, Affiliate Marketing

Commerce360

[email_address]

Introduction to Affiliate Marketing for Affiliates Patrick Gavin, President, Text-Link-Ads.com

What is Link Buying?

Benefits of Text-Based Advertising Direct Traffic + Link Popularity + Branding + Spidering

Direct Traffic + Link Popularity + Branding + Spidering

Web Site Traffic General Indicator: Better Indicator:

General Indicator:

Better Indicator:

Link Popularity General Indicator: Better Indicator: link: http://www.yoursite.com

General Indicator:

Better Indicator:

Outbound Links Good example of a bad strategy:

Good example of a bad strategy:

Tips 1. Buy based on relevancy. 2. Start slow. 3. Deep link. 4. Measure results.

1. Buy based on relevancy.

2. Start slow.

3. Deep link.

4. Measure results.

Evaluation Traffic + Search Engine Rankings

Traffic +

Search Engine Rankings

Introduction to Affiliate Marketing for Affiliates Brent Hill Vice President – Business Development FeedBurner

The Evolution of Feed Publishers

Overwhelmed with content? Subscribe to the feed!

Media publishers have followed suit

Web 2.0 – not just for blogs & media Feeds Blog / feed Blog / feed Feeds Feeds Podcast / feed Retail & E-Commerce

Feeds & affiliate marketing Scenario 1: RSS feed used to communicate offers between merchant and affiliate Merchant produces feed(s); affiliate subscribes to feed(s) Items in the feed are “offers” Items rendered by affiliate as an advertisement When feed is updated, ads updated automatically Scenario 2: Merchants (or publishers) pay affiliates for subscriber acquisition Companies in many industries will make content available as feeds If subscribers prove to be valuable…feed publishers (merchants) will be interested in “audience development” Merchants will pay affiliates for promoting their feed on a “cost per subscriber” basis

Scenario 1: RSS feed used to communicate offers between merchant and affiliate

Merchant produces feed(s); affiliate subscribes to feed(s)

Items in the feed are “offers”

Items rendered by affiliate as an advertisement

When feed is updated, ads updated automatically

Scenario 2: Merchants (or publishers) pay affiliates for subscriber acquisition

Companies in many industries will make content available as feeds

If subscribers prove to be valuable…feed publishers (merchants) will be interested in “audience development”

Merchants will pay affiliates for promoting their feed on a “cost per subscriber” basis

Merchant is feed publisher Merchant make one or more feeds available to affiliates. Each item in the feed is an offer that can be used by affiliate as an advertisement. Feed(s) updated regularly by merchants. <title>Featured Digital Camera - Official BestBuy.com RSS Feed</title> <link>http://www.BestBuy.com?SRCCODE=WEBRSS005&amp;CMP=OTC-RSS</link> <description>Fuji FinePix 4.1 Digital Camera Blowout!</description> <language>en-us</language> <copyright>Copyright (c) BestBuy Inc.2006</copyright> <image> <title>Featured Digital Camera - Official BestBuy.com RSS Feed</title> <url>http://images.BestBuy.com/email/bb_rss_logo.jpg</url> <link>http://www.BestBuy.com?SRCCODE=WEBRSS005&amp;CMP=OTC-RSS</link> </image>

Affiliate is feed subscriber Affiliate uses feed as input, rendering item in feed as an ad. Affiliate adds account information to click URL for tracking. Ads updated when publisher updates the feed content.

Scenario 2: Subscriber Acquisition As more merchants make feeds available, they will be interested in gaining subscribers. Affiliates may promote the merchant’s feed, and get paid on a “ CPS” (cost per subscriber) basis.

Taking action Merchants Create one or more RSS feeds How many feeds? What’s the content strategy? Use a feed management service to track metrics (e.g., subscribers) Track transactions originating from feed items Foundation for “lifetime value” of a subscriber Affiliates Create an account with a web-based feed reader NewsGator, Bloglines, MyYahoo! Subscribe to some feeds Understand how feed headlines are turned into HTML

Merchants

Create one or more RSS feeds

How many feeds? What’s the content strategy?

Use a feed management service to track metrics (e.g., subscribers)

Track transactions originating from feed items

Foundation for “lifetime value” of a subscriber

Affiliates

Create an account with a web-based feed reader

NewsGator, Bloglines, MyYahoo!

Subscribe to some feeds

Understand how feed headlines are turned into HTML

I NTRODUCTION TO A FFILIATE M ARKETING FOR A FFILIATES How to Get the Greatest Commissions from Merchants Choots Humphries Co-President LinkConnector Corporation

Overview The Relationship Find a Good Merchant Match Build a Complementary Site Align Your Goals Know Your User Track and Optimize Program Protection

The Relationship

Find a Good Merchant Match

Build a Complementary Site

Align Your Goals

Know Your User

Track and Optimize

Program Protection

The Relationship A good Affiliate Marketing relationship benefits both parties and is grown and sustained through cooperation between the parties, not competition. A relationship that greatly benefits one party over the other will not last Affiliates succeed when their Merchants do well Merchants keep strong Affiliates only if they reward success Frequent contact between a Merchant and Affiliate can make a relationship strong

A good Affiliate Marketing relationship benefits both parties and is grown and sustained through cooperation between the parties, not competition.

A relationship that greatly benefits one party over the other will not last

Affiliates succeed when their Merchants do well

Merchants keep strong Affiliates only if they reward success

Frequent contact between a Merchant and Affiliate can make a relationship strong

Find a Good Merchant Match Work with the right Merchants Willing to communicate with its Affiliates Willing to discuss new ideas with Affiliates Willing to reward superior performance Good product or service reputation Strong website for closing qualified leads Start the Partnership Find the Merchant in a Network Join the Merchant’s in-house program Create a custom partnership solution

Work with the right Merchants

Willing to communicate with its Affiliates

Willing to discuss new ideas with Affiliates

Willing to reward superior performance

Good product or service reputation

Strong website for closing qualified leads

Start the Partnership

Find the Merchant in a Network

Join the Merchant’s in-house program

Create a custom partnership solution

Build a Complementary Site Create a site that allows a consumer to learn more about a Merchant’s products Find ways to add value to the Merchant’s sales process e.g., Product comparisons or reviews Build a site with SEO in mind Deliver a qualified lead to the Merchant Applies mostly to PPL and PPS type campaigns Produces greater conversion rates

Create a site that allows a consumer to learn more about a Merchant’s products

Find ways to add value to the Merchant’s sales process

e.g., Product comparisons or reviews

Build a site with SEO in mind

Deliver a qualified lead to the Merchant

Applies mostly to PPL and PPS type campaigns

Produces greater conversion rates

Align Your Goals Know what is important to your Merchant What are their Affiliate Marketing goals? Maximizing sales volume Customer acquisition Etc. Design your site to benefit a Merchant’s goals A Merchant’s campaign isn’t often indicative Need to Qualify Users Maximize Leads Maximize Sales Maximize Brand Exposure

Know what is important to your Merchant

What are their Affiliate Marketing goals?

Maximizing sales volume

Customer acquisition

Etc.

Design your site to benefit a Merchant’s goals

A Merchant’s campaign isn’t often indicative

Know Your User Measure your user’s needs Create links and content of potential interest Measure traffic to these potential areas of interest Look for keyword concentration from your site’s search box Use surveys and newsletters to solicit input and ideas Find products and services that meet your user’s needs Join new Merchant campaigns If a service doesn’t exist for strong user interest, talk to your Merchants about creating the service

Measure your user’s needs

Create links and content of potential interest

Measure traffic to these potential areas of interest

Look for keyword concentration from your site’s search box

Use surveys and newsletters to solicit input and ideas

Find products and services that meet your user’s needs

Join new Merchant campaigns

If a service doesn’t exist for strong user interest, talk to your Merchants about creating the service

Tracking and Optimization Track everything Know from where your traffic originates Measure conversion from the various sources Know how users navigate your site Know which pages convert better Optimize Test different versions of a page on your site Test various Merchant offers Measure and understand trending to properly react to variations in data

Track everything

Know from where your traffic originates

Measure conversion from the various sources

Know how users navigate your site

Know which pages convert better

Optimize

Test different versions of a page on your site

Test various Merchant offers

Measure and understand trending to properly react to variations in data

Program Protection Understand fraud and how to protect yourself from various forms of fraud Stay on top of Search Engine Optimization and Search Engine Marketing trends Continuously work with your strong Merchants to build and improve the relationship Watch your data and continue to learn from it

Understand fraud and how to protect yourself from various forms of fraud

Stay on top of Search Engine Optimization and Search Engine Marketing trends

Continuously work with your strong Merchants to build and improve the relationship

Watch your data and continue to learn from it

Choots Humphries Co-President LinkConnector Corporation Booth 208

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