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Affiliates Summit

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Affiliates Summit

  1. 1. 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
  2. 2. Introduction to Data Feeds Larry Adams Product Manager Performics
  3. 3. What is a Feed? <ul><li>Usually, people are talking about a structured file of product catalog data </li></ul><ul><ul><li>Updated at regular intervals </li></ul></ul><ul><ul><li>Contains tracking links to product level pages </li></ul></ul><ul><li>Other types of data are available in feeds, too </li></ul><ul><ul><li>Coupon/Promotion feeds (third party tools and some networks provide) </li></ul></ul><ul><ul><li>Transactional or performance data </li></ul></ul><ul><ul><li>RSS feeds </li></ul></ul><ul><ul><ul><li>Informational, used as a substitute for email to affiliates </li></ul></ul></ul><ul><ul><ul><li>Distribution, you can buy ads in someone else’s content feed </li></ul></ul></ul>
  4. 4. What Technology and Skills are Needed? <ul><li>A server to receive and process the file </li></ul><ul><ul><li>Basic knowledge of networking </li></ul></ul><ul><li>A database or other storage to maintain the data </li></ul><ul><ul><li>Intermediate knowledge of database principles </li></ul></ul><ul><li>A dynamic web site to display the product data </li></ul><ul><ul><li>Intermediate to advanced web development skills </li></ul></ul><ul><ul><li>With basic skills you could code product pages by hand but keeping sites up to date is a nightmare </li></ul></ul><ul><li>Or….. </li></ul><ul><li>Third party tools </li></ul><ul><ul><li>Created by affiliates that figured out how to use data feeds for their own sites </li></ul></ul><ul><ul><li>Easy way to get started to see if your users are receptive to this type of content </li></ul></ul>
  5. 5. What Can I do With a Data Feed? <ul><li>Dynamic web sites </li></ul><ul><ul><li>Comparison shopping engines (Bizrate, shopping.com) </li></ul></ul><ul><ul><li>Contextual product tags (Chitika, Amazon) </li></ul></ul><ul><li>Content for paid search marketing </li></ul><ul><ul><li>Use product names for keywords </li></ul></ul><ul><ul><li>Use product links for better landing pages </li></ul></ul><ul><li>Price alerts </li></ul>
  6. 6. A Word on Standards <ul><li>Different types of products require different types descriptive attributes </li></ul><ul><li>Not all merchants provide all data </li></ul><ul><li>NRF and shop.org have established a working group to establish standards for online retail data feeds </li></ul><ul><li>http://onlinefeeds.org/index.html </li></ul>
  7. 7. How Can I Find Out More? <ul><li>Overviews/Tutorials </li></ul><ul><ul><li>http://www.web-procreate.com/ </li></ul></ul><ul><ul><li>http://www.5staraffiliateprograms.com/datafeed1.html </li></ul></ul><ul><li>FTP basics </li></ul><ul><ul><li>http://kb.iu.edu/data/apfj.html#section4 </li></ul></ul><ul><li>Web Hosting Information </li></ul><ul><ul><li>http://www.bargain-shopping-online.com/webhosts.htm </li></ul></ul><ul><ul><li>http://www.tophosts.com/ </li></ul></ul><ul><li>Programming/Web Development </li></ul><ul><ul><li>http://www.byteofpython.info/ </li></ul></ul><ul><ul><li>http://www.mindview.net/Books/TIPython </li></ul></ul><ul><ul><li>http://depts.washington.edu/acmb/resources/weblib.htm </li></ul></ul><ul><li>Third Party Tools </li></ul><ul><ul><li>http://goldencan.com </li></ul></ul><ul><ul><li>http://www.afftools.com/psc/directory.html </li></ul></ul><ul><ul><li>http://www.c3scripts.com/ </li></ul></ul><ul><ul><li>http://couponfeeder.com/ </li></ul></ul><ul><ul><li>http://www.synthasite.com/ </li></ul></ul>
  8. 8. Utilizing Email to Drive Affiliate Sales: A Primer for New Affiliates Stephanie Agresta, Vice President, Affiliate Marketing
  9. 9. Agenda <ul><li>Disclaimer </li></ul><ul><li>Building Your List </li></ul><ul><li>Content Best Practices </li></ul><ul><li>Managing Your Unsubscribe List </li></ul><ul><li>Vendors: ESPs </li></ul><ul><li>Industry Blogs & Resource Centers </li></ul><ul><li>Creative Samples </li></ul><ul><li>Summary </li></ul>
  10. 10. Disclaimer <ul><li>A primer – not legal advice </li></ul><ul><ul><li>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. </li></ul></ul><ul><li>A dialogue between Merchants and Affiliates </li></ul><ul><li>The tip of the iceberg </li></ul>
  11. 11. Building Your List <ul><li>Know your demographic </li></ul><ul><ul><li>Begin building the relationship from the very start </li></ul></ul><ul><ul><li>No “floating sign-up boxes” and lack of communication </li></ul></ul><ul><li>Segmentation – sub-categories of customers </li></ul><ul><ul><li>Different versions of subject lines and content? </li></ul></ul><ul><li>Deliverability </li></ul><ul><ul><li>Get email address from all major ISPs for testing </li></ul></ul><ul><li>List Quality – Determines your ROI </li></ul><ul><ul><li>Opt-in or double-opt-in </li></ul></ul><ul><ul><li>No pre-checked boxes </li></ul></ul><ul><ul><li>Clean out bad emails and bounces </li></ul></ul><ul><ul><li>Inactive – ask for re-opt-in (opt-down) </li></ul></ul>
  12. 12. Content Best Practices <ul><li>You have 3 seconds to catch their attention! </li></ul><ul><li>If only one subject line – Keep it short but relevant (45 characters to convey your key message) </li></ul><ul><ul><li>A call to action </li></ul></ul><ul><li>The From line determines whether to delete an email </li></ul><ul><ul><li>Is it recognizable? </li></ul></ul><ul><li>The Subject line motivates people to actually open the email </li></ul><ul><ul><li>Is it cut-off? </li></ul></ul><ul><li>Online calculators, copy advice, design advice </li></ul>
  13. 13. Managing Your Unsubscribe List <ul><li>CAN SPAM Definition </li></ul><ul><ul><li>http://www.unsubcentral.com/can_spam.php </li></ul></ul><ul><ul><li>Merchants have more responsibility and consequences </li></ul></ul><ul><li>Why Advertisers Get Scared </li></ul><ul><ul><li>Centralized Suppression List </li></ul></ul><ul><ul><li>Providing Suppression Lists to affiliates </li></ul></ul><ul><ul><ul><li>Must be delivered securely </li></ul></ul></ul><ul><li>Managing Opt-out Data </li></ul>
  14. 14. UnSubCentral – 3 rd Party Solution <ul><li>Many consumers don’t trust unsubscribe function </li></ul><ul><li>Store suppression list </li></ul><ul><ul><li>(Emailing a text file is unsecured) </li></ul></ul><ul><li>Central place to Unsubscribe. </li></ul><ul><li>Ability to share suppression list - distribute it in a secure fashion </li></ul>
  15. 15. Vendors – ESPs (Email Service Providers) <ul><li>Constant Contact </li></ul><ul><li>Topica </li></ul>DIY – Entry Level Providers <ul><li>Lower Cost ($20 / month) </li></ul><ul><li>Length of contract (month-to-month) </li></ul><ul><li>Smaller volume of names under management </li></ul><ul><li>Less functionality and integration </li></ul><ul><li>Large selection of templates </li></ul>
  16. 16. Vendors – ESPs (Email Service Providers) <ul><li>EmailLabs </li></ul><ul><li>Exact Target </li></ul><ul><li>Subscriber Mail </li></ul>Mid-Tier Players <ul><li>Higher cost ($250 - $1000 / month) </li></ul><ul><li>May require contract </li></ul><ul><li>Larger list size </li></ul><ul><li>More customer support </li></ul><ul><li>Professional services available </li></ul><ul><li>More functionality and integration into DB </li></ul>
  17. 17. Industry Leaders <ul><li>Chris Baggot Award Winning Blog </li></ul><ul><ul><li>http://exacttarget.typepad.com/chrisbaggott/ </li></ul></ul><ul><li>Marketing Sherpa </li></ul><ul><ul><li>Email Benchmark Guide 2006 </li></ul></ul><ul><ul><li>http://www.marketingsherpa.com </li></ul></ul><ul><ul><li>  http://www.sherpastore.com/freestuff.html </li></ul></ul><ul><li>ClickZ Networks </li></ul><ul><ul><li>4 Email Blogs </li></ul></ul><ul><ul><li>Loren MacDonald - Deliverability </li></ul></ul><ul><li>Dr. Ralph Wilson </li></ul><ul><ul><li>http://www.wilsonweb.com </li></ul></ul>
  18. 18. Resource Centers <ul><li>EmailLabs </li></ul><ul><ul><li>http://www.emaillabs.com/resources.html </li></ul></ul><ul><li>Constant Contact Tips and Hints </li></ul><ul><ul><li>http://www.constantcontact.com/email-marketing-resources/index.jsp </li></ul></ul><ul><li>Exact Target </li></ul><ul><ul><li>http://email.exacttarget.com/best-practices.asp </li></ul></ul>
  19. 19. Creative Samples – Multiple Merchants
  20. 20. Creative Samples – Solo Offer
  21. 21. Creative Samples – Solo Offer
  22. 22. Creative Samples – Solo Offer
  23. 23. Summary: Use Best Practices * Note: Graphic from EmailLab Best Practice Quick Tips PDF http://www.emaillabs.com/resources_bestpractices.html
  24. 24. Summary <ul><li>Relevancy – be a value to the recipient </li></ul><ul><li>Deliverability </li></ul><ul><li>Test & Measure </li></ul><ul><li>List Growth Takes Work </li></ul><ul><li>Communicate with the Merchant & Build a Trusted Relationship! </li></ul>
  25. 25. <ul><li>Please feel free to contact me with any questions or comments. </li></ul><ul><li>Stephanie Agresta </li></ul><ul><li>VP, Affiliate Marketing </li></ul><ul><li>Commerce360 </li></ul><ul><li>[email_address] </li></ul>Thank You!
  26. 26. Introduction to Affiliate Marketing for Affiliates Patrick Gavin, President, Text-Link-Ads.com
  27. 27. What is Link Buying?
  28. 28. Benefits of Text-Based Advertising <ul><li>Direct Traffic + Link Popularity + Branding + Spidering </li></ul>
  29. 29. Web Site Traffic <ul><li>General Indicator: </li></ul><ul><li>Better Indicator: </li></ul>
  30. 30. Link Popularity <ul><li>General Indicator: </li></ul><ul><li>Better Indicator: </li></ul>link: http://www.yoursite.com
  31. 31. Outbound Links <ul><li>Good example of a bad strategy: </li></ul>
  32. 32. Tips <ul><li>1. Buy based on relevancy. </li></ul><ul><li>2. Start slow. </li></ul><ul><li>3. Deep link. </li></ul><ul><li>4. Measure results. </li></ul>
  33. 33. Evaluation <ul><li>Traffic + </li></ul><ul><li>Search Engine Rankings </li></ul>
  34. 34. Introduction to Affiliate Marketing for Affiliates Brent Hill Vice President – Business Development FeedBurner
  35. 35. The Evolution of Feed Publishers
  36. 36. Overwhelmed with content? Subscribe to the feed!
  37. 37. Media publishers have followed suit
  38. 38. Web 2.0 – not just for blogs & media Feeds Blog / feed Blog / feed Feeds Feeds Podcast / feed Retail & E-Commerce
  39. 39. Feeds & affiliate marketing <ul><li>Scenario 1: RSS feed used to communicate offers between merchant and affiliate </li></ul><ul><ul><li>Merchant produces feed(s); affiliate subscribes to feed(s) </li></ul></ul><ul><ul><li>Items in the feed are “offers” </li></ul></ul><ul><ul><li>Items rendered by affiliate as an advertisement </li></ul></ul><ul><ul><li>When feed is updated, ads updated automatically </li></ul></ul><ul><li>Scenario 2: Merchants (or publishers) pay affiliates for subscriber acquisition </li></ul><ul><ul><li>Companies in many industries will make content available as feeds </li></ul></ul><ul><ul><li>If subscribers prove to be valuable…feed publishers (merchants) will be interested in “audience development” </li></ul></ul><ul><ul><li>Merchants will pay affiliates for promoting their feed on a “cost per subscriber” basis </li></ul></ul>
  40. 40. 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>
  41. 41. 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.
  42. 42. 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.
  43. 43. Taking action <ul><li>Merchants </li></ul><ul><ul><li>Create one or more RSS feeds </li></ul></ul><ul><ul><ul><li>How many feeds? What’s the content strategy? </li></ul></ul></ul><ul><ul><li>Use a feed management service to track metrics (e.g., subscribers) </li></ul></ul><ul><ul><li>Track transactions originating from feed items </li></ul></ul><ul><ul><ul><li>Foundation for “lifetime value” of a subscriber </li></ul></ul></ul><ul><li>Affiliates </li></ul><ul><ul><li>Create an account with a web-based feed reader </li></ul></ul><ul><ul><ul><li>NewsGator, Bloglines, MyYahoo! </li></ul></ul></ul><ul><ul><li>Subscribe to some feeds </li></ul></ul><ul><ul><li>Understand how feed headlines are turned into HTML </li></ul></ul>
  44. 44. I NTRODUCTION TO A FFILIATE M ARKETING FOR A FFILIATES How to Get the Greatest Commissions from Merchants Choots Humphries Co-President LinkConnector Corporation
  45. 45. Overview <ul><li>The Relationship </li></ul><ul><li>Find a Good Merchant Match </li></ul><ul><li>Build a Complementary Site </li></ul><ul><li>Align Your Goals </li></ul><ul><li>Know Your User </li></ul><ul><li>Track and Optimize </li></ul><ul><li>Program Protection </li></ul>
  46. 46. The Relationship <ul><li>A good Affiliate Marketing relationship benefits both parties and is grown and sustained through cooperation between the parties, not competition. </li></ul><ul><li>A relationship that greatly benefits one party over the other will not last </li></ul><ul><li>Affiliates succeed when their Merchants do well </li></ul><ul><li>Merchants keep strong Affiliates only if they reward success </li></ul><ul><li>Frequent contact between a Merchant and Affiliate can make a relationship strong </li></ul>
  47. 47. Find a Good Merchant Match <ul><li>Work with the right Merchants </li></ul><ul><ul><li>Willing to communicate with its Affiliates </li></ul></ul><ul><ul><li>Willing to discuss new ideas with Affiliates </li></ul></ul><ul><ul><li>Willing to reward superior performance </li></ul></ul><ul><ul><li>Good product or service reputation </li></ul></ul><ul><ul><li>Strong website for closing qualified leads </li></ul></ul><ul><li>Start the Partnership </li></ul><ul><ul><li>Find the Merchant in a Network </li></ul></ul><ul><ul><li>Join the Merchant’s in-house program </li></ul></ul><ul><ul><li>Create a custom partnership solution </li></ul></ul>
  48. 48. Build a Complementary Site <ul><li>Create a site that allows a consumer to learn more about a Merchant’s products </li></ul><ul><ul><li>Find ways to add value to the Merchant’s sales process </li></ul></ul><ul><ul><ul><li>e.g., Product comparisons or reviews </li></ul></ul></ul><ul><li>Build a site with SEO in mind </li></ul><ul><li>Deliver a qualified lead to the Merchant </li></ul><ul><ul><li>Applies mostly to PPL and PPS type campaigns </li></ul></ul><ul><ul><li>Produces greater conversion rates </li></ul></ul>
  49. 49. Align Your Goals <ul><li>Know what is important to your Merchant </li></ul><ul><ul><li>What are their Affiliate Marketing goals? </li></ul></ul><ul><ul><ul><li>Maximizing sales volume </li></ul></ul></ul><ul><ul><ul><li>Customer acquisition </li></ul></ul></ul><ul><ul><ul><li>Etc. </li></ul></ul></ul><ul><li>Design your site to benefit a Merchant’s goals </li></ul><ul><ul><li>A Merchant’s campaign isn’t often indicative </li></ul></ul>Need to Qualify Users Maximize Leads Maximize Sales Maximize Brand Exposure
  50. 50. Know Your User <ul><li>Measure your user’s needs </li></ul><ul><ul><li>Create links and content of potential interest </li></ul></ul><ul><ul><ul><li>Measure traffic to these potential areas of interest </li></ul></ul></ul><ul><ul><li>Look for keyword concentration from your site’s search box </li></ul></ul><ul><ul><li>Use surveys and newsletters to solicit input and ideas </li></ul></ul><ul><li>Find products and services that meet your user’s needs </li></ul><ul><ul><li>Join new Merchant campaigns </li></ul></ul><ul><ul><li>If a service doesn’t exist for strong user interest, talk to your Merchants about creating the service </li></ul></ul>
  51. 51. Tracking and Optimization <ul><li>Track everything </li></ul><ul><ul><li>Know from where your traffic originates </li></ul></ul><ul><ul><ul><li>Measure conversion from the various sources </li></ul></ul></ul><ul><ul><li>Know how users navigate your site </li></ul></ul><ul><ul><li>Know which pages convert better </li></ul></ul><ul><li>Optimize </li></ul><ul><ul><li>Test different versions of a page on your site </li></ul></ul><ul><ul><li>Test various Merchant offers </li></ul></ul><ul><ul><li>Measure and understand trending to properly react to variations in data </li></ul></ul>
  52. 52. Program Protection <ul><li>Understand fraud and how to protect yourself from various forms of fraud </li></ul><ul><li>Stay on top of Search Engine Optimization and Search Engine Marketing trends </li></ul><ul><li>Continuously work with your strong Merchants to build and improve the relationship </li></ul><ul><li>Watch your data and continue to learn from it </li></ul>
  53. 53. Choots Humphries Co-President LinkConnector Corporation Booth 208