Affiliate Managers Toolkit (Barry Smith)
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Affiliate Managers Toolkit (Barry Smith)

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  • Some will be immediately obvious, others, you will really have to open your minds to fully understand what these modern day philosophers were trying to.
  • “Who speaks, sows; Who listens, reaps.” Argentine ProverbIn reference to communicating with your publishers…………..Fail to Communicate – Speak directly with your publishersgive them reasons to improve, feedbacklet them contact you as well - don’t hide your contact detailsDon’t work with networks that don’t allow you direct access to your own publishersOnly way you will be able to fully optimise your publishers at all levels – I’m talking facebook friends, or inviting for face to face, but be acessible
  • “I don't look to jump over 7-foot bars: I look around for 1-foot bars that I can step over.” Warren BuffettDon’t mis proportionally distribute your time to new sign ups when the ones you have, haven’t implemented.Low hanging fruit of existing contacts.Conversion is more than what happens on your website – and can take many forms:Action:Call 3 companies that you invited to join but didn’t sign up – find out whyCall 3 companies that signed-up, but never implemented your creatives – find out whyCall 3 companies that implemented your creatives, but don’t generate revenues – find out whyCall 3 companies that earn revenues, but could be earning more – find out why
  • “One must learn by doing the thing, for though you think you know it, you have no certainty until you try.” AristotleMinimise Barriers - Don’t put barriers in the way – to signing up, getting accepted, getting creatives – personal example of issues we had. If you have not tried to sign up and implement your own programme – you are missing a trick.
  • What I believe this 80’s songstress was trying to convey…..Fail to Motivate - Advise on how to increase performance – pay, as well as you can, publish case studies of success stories in similar sectors, offer reward bonuses, invite articles to be written
  • What I believe the 35th President of the United States was actually referring to…Fail to Innovate - Don’t be “Me To” – to get to the key publishers – the volume guys – you either have to be the same as everyone and pay better, or be different and better – don’t think text links and static banners will cut it any more. Don’t get complacent with your growth or position.“The time to prepare the roof is when the sun is shining” – John. F. KennedyIf affiliate prgrammes should be delivering between 10-20% of company revenue, it should not be treated as an add on. Ensure that the development of the programme is built into your development roadmaps.
  • Fail to Remunerate - Pay the piper – competitively and on time“Show me the money”. Tom Cruise as Jerry McGuireInterpretation: Treat your publishers how you wish to be treated, especially when it comes to paying up – do it on time, be accurate, and smile when you hand the cheque over.Payment into the networks
  • Fail to Sort problems - Be realistic about problems – they will happen, act swiftly – even if the result isn’t positive – putting off bad news makes things worseYour most unhappy customers are your greatest source of learning. Bill GatesDon’t shy away from issues/problems etc – find out what is wrong with you programme
  • “Who speaks, sows; Who listens, reaps.” Argentine ProverbIn reference to communicating with your publishers…………..Fail to Communicate – Speak directly with your publishersgive them reasons to improve, feedbacklet them contact you as well - don’t hide your contact detailsDon’t work with networks that don’t allow you direct access to your own publishersOnly way you will be able to fully optimise your publishers at all levels – I’m talking facebook friends, or inviting for face to face, but be acessible
  • Competing with your affiliates – support them: competitive PPC bidding is a waste of money - make the rules clearEnsure you know who is PPC bidding – and how they are using your creatives/links to generate traffic. “He who lives by fighting with an enemy has an interest in the preservation of the enemy's life.”
  • Publisher Acquisition - Use tools that are out there – to help grow publisher lists / acquisition targets – DMOZ, Quarkbase.com, Google Insights, Google Trends, competitor analysis, google advanced search operators for tracking link searchesInsight - My goal is simple. It is complete understanding of the universe, why it as it is and why it exists as all. Stephen Hawking
  • Publisher Acquisition - Use tools that are out there – to help grow publisher lists / acquisition targets – DMOZ, Quarkbase.com, Google Insights, Google Trends, competitor analysis, google advanced search operators for tracking link searchesInsight - My goal is simple. It is complete understanding of the universe, why it as it is and why it exists as all. Stephen Hawking
  • Publisher Acquisition - Use tools that are out there – to help grow publisher lists / acquisition targets – DMOZ, Quarkbase.com, Google Insights, Google Trends, competitor analysis, google advanced search operators for tracking link searchesInsight - My goal is simple. It is complete understanding of the universe, why it as it is and why it exists as all. Stephen Hawking
  • Publisher Acquisition - Use tools that are out there – to help grow publisher lists / acquisition targets – DMOZ, Quarkbase.com, Google Insights, Google Trends, competitor analysis, google advanced search operators for tracking link searchesInsight - My goal is simple. It is complete understanding of the universe, why it as it is and why it exists as all. Stephen HawkingEvents: Partnercup/Partnerpokal, World Cup Germany 2006, div. telco publisher events, Bayern Mnchen TicketExample promotion done: Mallorca website managed to get offline cooperation with bigger newspaper, that was continued even after the promotion and more than doubled the traffic for this website.Other shared promotion: Big mobile phone operator provided 50 packages of prepaid mobile phonesAffiliates can build business, as opposed to just giving products to the affiliates for themselves.

Affiliate Managers Toolkit (Barry Smith) Affiliate Managers Toolkit (Barry Smith) Presentation Transcript

  • How To Motivate And Incentivise Affiliates Effectively By Mark Russell Existem Affiliate Management
  • Think like an affiliate • What do they do? • How do they do it? • Why do they do it? • Recognise their entrepreneurial nature. • Recognise they are paid by results - Therefore – motivated by results
  • Getting a result – Primary Goals • Making a sale • Driving a lead
  • Getting a result – Other Goals • Achieving high SEO ranking • Building a database of keywords • Visible blog / original content
  • Getting a result • What can I do to help drive these goals?
  • Your Website Conversion • Reduce leakage – Telephone numbers – Non-commissionable products and links – Dead end pages
  • Your Website • Optimise conversions • Ensure fast page loads • Ensure stock situation is clear to consumer • Clear call to action • Necessary product explanations • Simple checkout
  • Programme Policy and Description • Ensure clear commercial policy • Clear PPC guidelines • Clear “validity” guidelines • Comprehensive merchant description
  • The Basics – A Recap • Affiliates will choose high conversion over high commission • Affiliates trust merchants with affiliate friendly sites • Affiliates will sign up for programmes that are easy to work with • Getting the basics right motivates RECRUITMENT!
  • Motivation Strategies • Sales growth • Lead quality • Recruitment • Affiliate Type
  • Motivation – Sales Growth • Commission – Affiliate Facing – Commission Rates – Commission Tiers – Time limited increases
  • Motivation – Sales Growth • Commission – Affiliate Facing – Commission Rates – Commission Tiers – Time limited increases • Exclusive Discount / Promotions – Customer facing – Customer discount
  • Motivation – Lead Quality • Target quality • Pay higher CPA when good results are apparent • Be transparent • Validate promptly with rapid feedback • Provide affiliate education • Provide affiliate with customer education material
  • Motivation – Affiliate Recruitment • Double first commissions – First sale • Introductory rates – High first month commission • Prize draw – For posting links
  • Motivation – Affiliate Types • Different affiliate types require different strategies – Cash back / Incentive – Content – Voucher Code – PPC – Comparison
  • Content Sites - Motivation • SEO friendly content • Descriptions • Timely information
  • Cashback / Incentive Sites - Strategy • Exclusive offers to affiliate • Higher commission rates • Exclusive offers to customers
  • Content Sites - Strategy • Supply bespoke copy • Send out best-seller / new product information • Ensure flow of new and relevant communication • Ensure using all network tools
  • Voucher Code Sites - Strategy • Ensure you can supply voucher codes • Exclusive voucher codes • Custom Voucher Codes
  • PPC Affiliate - Motivation • Opportunity • Volume • Conversion • Keywords • Cash-flow
  • PPC Affiliate - Strategy • Clearly defined PPC policy • Ensure site converts efficiently • Make available keyword information • Provide all tools for available opportunities • Prompt validation
  • Comparison Site - Motivation • Multiple retailers • Standardised information • Available product • Conversion • Revenue
  • Comparison Site - Strategy • Ensure campaign is visible • Ensure product feed is correctly specified • Ensure product feed is updated frequently • Ensure commission and conversion is in line with or better than similar retailers
  • Strategy - Summary • Understand needs and motivation of affiliate types and address them specifically
  • Conclusion • Motivating and incentivising is 2 tiered – Site basics / Programme housekeeping – Tailored strategy for affiliates • All communication needs to be timely • All communication needs to be respectful • Politeness and courtesy go along way in affiliate motivation
  • Thank You For Your Time Mark Russell www.existem-am.com mark@existem-am.com 0870 8031366 07971 199909
  • Top 10 Affiliate Mistakes…and how to avoid them (A 21st Century Internet Marketer’s, Slightly Tongue-In-Cheek, Interpretation of Modern Day Quotations) Barry Smith Co-Founder, Skyscanner.net
  • #1 Mistake – Fail to Communicate “I know what I believe. I will continue to articulate what I believe and what I believe — I believe what I believe is right.” - George W. Bush Interpretation: Communicating with your affiliates should be bi-directional Action: *Call* at least 1 active publisher per week, invite feedback – positive and negative
  • #2 Mistake – Fail to Understand Conversion “I don't look to jump over 7-foot bars: I look around for 1-foot bars that I can step over.” – Warren Buffet Interpretation: Execute on low hanging fruit. Conversion isn’t just about your website CTR. Action: Convert; a)sign-ups to implementors, b) implementors to earners and c) earners to Super Affiliates
  • #3 Mistake – Fail to Remove Barriers “One must learn by doing the thing, for though you think you know it, you have no certainty until you try.” - Aristotle Interpretation: Know the operational workings of your own programme. Action: Personally follow your own process end-to-end. From signup, to creative download, to implementation to tracking.
  • #4 Mistake – Fail to Motivate – not just money “I don’t want your money, honey, I want your love.” - Wendy James, Transvision Vamp Interpretation: Although commission is important, show your publishers some love. Help them, help you. Action: Publish case studies of successful publishers. Offer tips to improve performance. Share statistics about your business.
  • #5 Mistake – Fail to Improve and Innovate “The time to prepare the roof is when the sun is shining.” - John F. Kennedy Interpretation: Don’t get complacent about your programme or your creatives – your competitors won’t. Action: Create a development roadmap of creative improvements and innovative new functionality
  • #6 Mistake – Fail on Payment “Show me the money.” – Tom Cruise (Jerry McGuire) Interpretation: It’s not just about commission levels. Pay on time, pay accurately. Publishers aren’t doing this for love. Action: a) Ensure that your finance people understand the importance of their role. b) Pressure your networks to pay on time.
  • #7 Mistake – Fail to Accept & Solve Problems “Your most unhappy customers are your greatest source of learning.” – Bill Gates Interpretation: Don’t shy away from dealing with difficult/problematic publishers. Nurture and learn from them. Action: Act swiftly - even if the result isn’t positive – putting off bad news makes things worse
  • #8 Mistake – Treating all markets the same “There’s no place like home, there’s no place like home.” - Dorothy, Wizard of Oz Interpretation: Learn mistakes from your home market before embarking on multi-country rollouts. Action: Localisation is more than translating text. Speak directly with your network specific country managers. Don’t assume the market or the publishers are the same.
  • #9 Mistake – Competing with Affiliates “Our enemies are innovative and resourceful, and so are we. They never stop thinking about new ways to harm our country and our people, and neither do we. George W. Bush Interpretation: Do not compete with your affiliates. It will end up costing you. Spend your time supporting them. Action: Either don’t allow PPC bidding at all, or ensure the rules are fully understood. Either way, make your position crystal clear.
  • #10 Mistake – Failure to “Get” The Landscape “I was thrown out of college for cheating on the metaphysics exam; I looked into the soul of the boy sitting next to me.” - Woody Allen Interpretation: Look deeper. Understanding the full affiliate landscape is essential. Success is more than “build and they will come”. Be proactive in publisher acquisition. Action: Use free tools to find trends, competitor info. Google Insights, Trends, Quarkbase, advanced search operators
  • Top 10 Affiliate Mistakes - Summary Communication Optimise conversion Minimise barriers Motivate – it’s not just about commission Improve and Innovate Show me the money! – accurately and on time Solve problems – be proactive Identify and under geo-market differences Offer support – don’t compete kNowledge – the affiliate landscape
  • Top 10 Affiliate Mistakes - Summary Communication Optimise conversion Minimise barriers Motivate – it’s not just about commission Improve and Innovate Show me the money! – accurately and on time Solve problems – be proactive Identify and under geo-market differences Offer support – don’t compete kNowledge – the affiliate landscape
  • Thanks for listening “Genius is 1% inspiration and 99% affiliation.” - Thomas Alva Edison (well, sort of….) Barry Smith barry@skyscanner.net +44 (0)7768 334 018 http://twitter.com/MelwoodBaz
  • Once the basics are done: How to get affiliates motivated further Ralf Hein nonstopConsulting International
  • Understanding the usual situation • You want something from the affiliate • The affiliate has no need to do anything for you • You are just one of many merchants
  • What to do? • Get the basics right • conversion • commission • creatives • communication • But: there will always be someone paying more, having higher conversions, better creatives, nicer affiliate managers ...
  • Get your affiliates involved! • Make your offer part of the relevant set for the affiliate • Build strong personal relationships • Share ideas and discussions • Support, trust and transparency • Invest in your affiliates
  • The merits of involvement • A stable partnership (also in rough times) • Additional market insights • Valuable feedback • Access to new affiliate projects & ideas • Overall: motivated affiliates
  • How to get involvement • Fun events - build personal relationships • Workshops - generate ideas and develop new business together • Shared promotions - provide affiliates with reasons to think about you • ... • Commissions alone don’t create involvement
  • Shared promotions • Tap into the resources available right at your fingertips: your products • Help affiliates build their business • actual promotion is done by affiliate • affiliate gets benefit of promotion • merchant only provides material
  • Shared promotions • Investment: Merchant provides (free) products for the affiliates to use • Condition: Affiliates apply with ideas on how to use them • Result: builds very intense involvement of affiliates trying to develop ideas
  • Typical shared promotions • Build-up of affiliate user base (opt-ins) • Make offer of affiliate more attractive • Opportunity for affiliate to approach others for cooperation • No direct incentivising of sales
  • Shared promotions example • Airline provided 50x2 return tickets for weekend-trips to the Mediterranean • More than 60 ideas where sent in • 10 ideas where chosen and given tickets
  • Shared promotions typical results • New contacts to several unknown affiliates • Better relation and intensified contact with applying affiliates • Very productive discussions and later promotions with the selected affiliates • Higher involvement and improved relationships
  • Conclusion • Shared promotions put existing materials (products) to good use • Affiliates are getting involved with the product and can build their business • Greatly improve affiliate relationships • Stable results in the longer run • Drawback: No direct impact on sales.
  • Thank you! Ralf Hein nonstopConsulting International Affiliate Management & Consultancy rhein@nonstopconsulting.net +49 89 99 52 94 .414 Visit us at booth #7
  • Open Q&A Session Ralf Hein Mark Russel Barry Smith Existem Affiliate nonstopConsulting Skyscanner.net Management International ralf.hein@ mark@ barry@ nonstopconsulting.net existem-am.com skyscanner.net twitter.com/MelwoodBaz