This presentation is from Affiliate Summit East 2014 (August 10-12, 2014 New York City). Session Description: Affiliate program management entails 5 major processes: affiliate recruitment, activation, policing, communication, and optimization. Geno will equip you with knowledge to effectively handle all five.
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Transcript
5 Foundational Pillars of Affiliate Program Success
Geno PrussakovCEO, AM Navigator (affiliate management
au·to·ma·tionnoun \ˌo-tə-ˈmā-shən\the technique of making an apparatus, a process, or a system operate automatically
Source: Merriam-Webster Dictionary
Employ Tools to Perform Routine Tasks
E.g.: don’t just “google” it, but have Google Alerts deliver prospective affiliate’s info to your inbox!
Free & Inexpensive Tools1. SEO Quake (free)2. Backlink Watch (free)3. Open Site Explorer (free)4. Citation Labs (~$20 per 500-1000)5. BuzzStream ($29/mo - $249/mo)6. Raven Backlink Explorer ($99-$249/mo)7. iBusinessPromoter ($250-$500)
Source: AffiliateBenchmarks 2013 Global Affiliate Questionnaire
Passive:
Support pages: 47%Network sites: 44.7%Search engines: 33.1%Forums & directories:
17.6%Word of mouth: 17.5%
Passive Recruitment
Passive RecruitmentWays to Get Found by Affiliates:o Program description (with visible link)o Program FAQ and/or support site/blogo Affiliate directorieso Social mediao Second-tier affiliateso “Subscribe to affiliate news” linko Press releases
- 2 -Affiliate Activation
Affiliate Activation
What % of your current affiliates are active?
…between 5% and 10%
Pattern to Follow:
1. Remind them of your program details 2. Include an activation promo3. Enclose performance-based incentive4. Pre-coded affiliate links (incl. coupons, feed, etc) 5. Detailed contact information
Start With Approval Email!
“What’s the maximum acceptable affiliate program application response time?”
Source: 2010 AffStat Report
Motivate Continuously!
Congratulations!
You have been chosen as a CSN Stores Affiliate Program Rising Star.
All the members of this group have been able to bring in a significant amount of traffic to our sites over the last few month. We want to help you make sure those visits lead to sales and commissions! For the next month, April 1st - May 1st, the CSN Stores Affiliate program will be offering an exclusive promotion to the members of this Rising Stars group.
If in the month of April you can convert just 10 sales you will receive an additional $150 bonus on top of your commissions.
Example of Motivating Newsletter
To motivate others effectively, managers must have “a clear, unbiased understanding of the situation at hand, deep insights into the vagaries of human nature, the establishment of appropriate and reasonable expectations and goals, and the constructions of a balanced set of… incentives.”
Bronwyn Fryer, "Moving Mountains“ (Harvard Business Review on Motivating People, 2003)
Start with the truth Appeal to greatness Make them proud Stick to your values Provide constant & consistent communication channel Build trust Care for the little guy Set different incentive levels
How to Motivate
- 3 -Compliance Policing
Remember…
Do not call it a “violation” unless you’ve defined it as such in your TOS!
What to Police
o Trademark useo FTC disclosureso Coupon usageo Brand placement(s)
Trademarks TMs (and domains) as PPC keywords, TMs in domain names; … “misspellings and variations” wording
In essence…• merchant-affiliate = sponsor-endorser relationships• relationship must be clearly disclosed by marketer• advertiser responsible for educating, equipping, and
policing compliance
What to Do:
1. Sub-clause of Affiliate Obligations clause in TOS
2. Provide affiliates with disclosure template(s)
3. Routinely analyze sites of top performers
4. Look into content monitoring solutions by BrandVerity and TheSearchMonitor to automate policing
Coupon Usage
Coupon harvesting or usage of protected coupon codes
Pseudo-couponing
Click-to-reveal “technology”
BrandVerity for Policing (on LS)
Protected coupon codes posted on affiliate sites
Brand Placements
Brand = your most valuable asset. Safeguard it!!
Linkdex for Policing (on SaS)
Filter on specific affiliate ID reveals 155 websites with their links
Linkdex for Policing (on CJ)
Filter on one of tracking domains for a single affiliate ID - 34 sites
- 4 -Communication
Global Problem
Global Problem
Communication Channel
Build a two-way communication channel (via all available means, including social media)
Source: 2014 AffStat Report
Communication Frequency
Source: 2010 AffStat Report
- 5 -Optimization
How to Optimize
o Replicate your own successes
o Employ best practices
o Spy on yourcompetition
Monitoring Competition
Competitive intelligence – “the process by which companies inform themselves about every aspect of their rivals’ activities and performance”
(Christopher West, Competitive Intelligence, p. 12)
What to Monitor: Technologies used Product/service features Price levels Customer-oriented promos, discounts, rebates Perceptions they create for their brand Means of creating perceptions online Affiliate program specifics (cookie life, locking
period, creatives, marketing collateral, etc) Types of affiliates used (and avoided!) Affiliate-oriented incentives (bonuses, contests,
tiered commissions, private commissions, etc) Affiliate program policies
Focus: Practical Application
“The real purpose of competitive intelligence is to learn and to act” …not merely collect data or “develop information”.
(Seena Sharp, Competitive Intelligence Advantage, p 101)
How to Spy on Your Competition:
1. Analyze their performance stats2. Become their customer & affiliate3. Create automatic monitoring
campaigns4. Do friend and follow them5. Employ traffic measuring tools