Advanced Approaches To Affiliate Recruiting Training And Management


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Dual presentation on advanced techniques, strategies and ideas for affiliate training and management. This enlightening, and entertaining session will help you improve and grow your affiliate program.

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Advanced Approaches To Affiliate Recruiting Training And Management

  1. 1. Advanced Approaches to Affiliate Recruiting, Training & Management Heather Paulson , President, Paulson Management Group Geno Prussakov , CEO & President, AM Navigator LLC
  2. 2. <ul><li>Evgenii “Geno” Prussakov </li></ul><ul><li>CEO & President </li></ul><ul><li>AM Navigator </li></ul><ul><li> </li></ul>
  3. 3. Definition <ul><li>Affiliate manager – </li></ul>
  4. 4. Definition <ul><li>Affiliate manager – one called to manage the unmanageable ones </li></ul>
  5. 5. Challenges <ul><li>Affiliates are by definition unmanageable </li></ul><ul><li>* love of independence * no performance contracts * freedom to join and/or drop merchants * intolerance of top-down management </li></ul>
  6. 6. Challenges <ul><li>Affiliates are by definition unmanageable </li></ul><ul><li>Affiliates differ in (i) types and (ii) level of development/ maturity </li></ul>
  7. 7. Challenges <ul><li>Affiliates are by definition unmanageable </li></ul><ul><li>Affiliates differ in (i) types and (ii) level of development/ maturity </li></ul><ul><li>De-theorized affiliate management </li></ul>
  8. 8. Redefinition <ul><li>Affiliate Management </li></ul>
  9. 9. Redefinition <ul><li>Affiliate Management </li></ul>Affiliate Leadership + Affiliate Program Management
  10. 10. Contingency Approach <ul><li>Contingent </li></ul><ul><li>“ dependent on” </li></ul><ul><li>“ conditioned by something else” </li></ul><ul><li>There is “no one universal solution… but the correct solution will depend on the unique needs of the situation” /Montana, P.J., Charnov, B.H. (2002) Management./ </li></ul>
  11. 11. Contingency Approach <ul><li>Affiliate Program Manager </li></ul>Style Traits Behavior Type Needs Maturity Training Task Restrictions Environment Affiliates Situation
  12. 12. Contingency Approach <ul><li>More than 350 Fortune 500 ® companies report using it. </li></ul><ul><li>Guidelines based on characteristics of individual followers – specifically, on their readiness or maturity level . </li></ul>
  13. 13. Contingency Approach <ul><li>“ Maturity has two different facets” </li></ul><ul><li>Job maturity – “job-related ability, skills, and knowledge” </li></ul><ul><li>Psychological maturity – “self-confidence and self-respect” </li></ul><ul><li>/Landy, F.J., Conte, J.M. (2007) Work in the 21 st Century: An Introduction to Industrial and Organizational Psychology./ </li></ul>
  14. 14. Contingency Approach
  15. 15. Contingency Approach
  16. 16. Example (low maturity) <ul><li>“Unable and insecure” = newbie (have the time, but lack education/training and psychological maturity) </li></ul><ul><li>It is appropriate/necessary to: </li></ul><ul><li>a) educate them b) provide them with specific instructions c) encourage </li></ul>
  17. 17. Contingency Approach
  18. 18. Contingency Approach
  19. 19. Example (medium maturity)
  20. 20. Contingency Approach
  21. 21. Example (high maturity)
  22. 22. Conclusion <ul><li>To achieve optimal performance, affiliate program managers are to adapt their leadership style to accommodate the affiliate’s level of maturity . </li></ul><ul><li>Such leadership approach should be projected into all ways of communicating with affiliates. </li></ul>
  23. 23. <ul><li>Heather Paulson President </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  24. 24. Finding the Right Affiliates to Recruit <ul><li>The affiliates best suited for your program as well as your program offers are more easily pressed to be engaged then those that are not. Finding the right affiliates is “key” to engagement! So how do you find affiliates that WANT to be active with your affiliate program? First decide what type of affiliates you are after! </li></ul><ul><ul><li>Affiliate Types </li></ul></ul><ul><ul><li>Coupon Affiliates </li></ul></ul><ul><ul><li>(SEO) - Paid Search Affiliates </li></ul></ul><ul><ul><li>Niche Affiliates </li></ul></ul><ul><ul><li>Blog Affiliates </li></ul></ul><ul><ul><li>Email Affiliates </li></ul></ul><ul><ul><li>Video Affiliates </li></ul></ul><ul><ul><li>Data feed Affiliates </li></ul></ul><ul><ul><li>Webmaster Affiliates </li></ul></ul><ul><ul><li>Social media Affiliates </li></ul></ul>
  25. 25. Finding the Right Affiliates to Recruit <ul><li>Find the affiliates that are going to run with your affiliate promotional media and your terms of agreement as well as your offer need to be identified BEFORE you waste your time trying to activate affiliates who will not be able to run your program due to media or TOA constraints. YOU need recruitment tools that will help you locate the RIGHT affiliates. </li></ul><ul><ul><li>Finding the “right” affiliates is key to success </li></ul></ul><ul><ul><li> has 1.6 MILLION affiliates available now </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Hand Research – Google, Blog Lists, Social Media </li></ul></ul><ul><ul><li> </li></ul></ul>
  26. 30. Do you want more Super Affiliates? <ul><li>Affiliates Can be Identified </li></ul><ul><li>Through Code </li></ul><ul><li>Through Click Domains </li></ul><ul><li>Through Links </li></ul><ul><li>Through SEO placement </li></ul><ul><li>Through WHOIS </li></ul><ul><li>Through Domain Names </li></ul>
  27. 31. Recruiting in Commission Junction Do you want more Super Affiliates?
  28. 32. Recruiting in Commission Junction CJ makes it easy to recruit affiliates! Search for affiliates based on PID “Push” your offer to super affiliates Email them and let them know what you are offering them
  29. 33. Recruitment and Activation Process <ul><li>Call the affiliates </li></ul><ul><li>Email the affiliate and introduce yourself and your program </li></ul><ul><li>Advertise in Paid Search </li></ul><ul><li>Advertise Affiliate Forums and Boards </li></ul><ul><li>Create an Affiliate Blog or Forum for your Program and optimize for natural search </li></ul><ul><li>Call the affiliates again with a “bump” </li></ul>
  30. 34. Now what do I do with all of them?
  31. 35. Where should your resources be dedicated?
  32. 36. Identify the Affiliate Marketing Clusters.
  33. 38. ARM – Affiliate Relationship Management ARM (Affiliate Relationship Management) is the process of identifying, categorizing (clustering into groups), and communicating with affiliates in different performance levels across multiple channels within the e marketing arena. ARM can be expanded to include partner programs within the offline marketing channels. ARM processes can be created based on the program's criteria, or on the affiliate or partner program's revenue goals. ARM – Process identified and the acronym coined in 2004 by Heather Paulson
  34. 39. Advanced Affiliate Relationship Issues Search Engine Monitoring – Major issue brand and trademark poaching Remedy – Get email alerts with Social Media Monitoring – Major issue Power Cloaker’s such as shortening affiliate URL’s that are being used in twitter and social media, affiliates phish a click to set cookie. Remedy -,, Radian6, Twitter brand monitoring email Monitoring – brand management and enforcement of offers Remedy – email Analyst
  35. 40. Advanced Affiliate Relationship Issues Example of brand arbitrage in Social media using affiliate link power cloaker
  36. 41. Advanced Affiliate Relationship Issues
  37. 42. Advanced Affiliate Relationship Issues
  38. 43. Q & A Heather Paulson President 1-800-384-7760 Geno Prussakov CEO & President 1-888-588-8866