Next Generation Affiliate Recruitment


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The affiliate recruitment landscape has changed radically over the last nine months. Web 2.0, social network research and MySpace are exposing super affiliates where you never knew to look. Learn how to find them here.

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Next Generation Affiliate Recruitment

  1. 1. Next Generation Affiliate Recruitment - Why What You Know Doesn't Work Anymore jonathan miller, sometime thinker in charge, forge business
  2. 2. The affiliate recruitment landscape has changed radically over the last nine months. Web 2.0, social network research and MySpace are exposing super affiliates where you never knew to look. Learn how to find them here.
  3. 3. What was: <ul><li>Affiliates were: </li></ul><ul><ul><li>Sites that owned ‘eyeballs’ </li></ul></ul><ul><ul><li>Sites with high traffic </li></ul></ul><ul><ul><li>Sites with high search engine rankings </li></ul></ul><ul><ul><li>SEM affiliates </li></ul></ul>
  4. 4. What is (becoming) <ul><li>Affiliates are: </li></ul><ul><ul><li>Sites that own (mindshare and opinions) </li></ul></ul><ul><ul><li>Sites with high relevance </li></ul></ul><ul><ul><li>Sites with google-stickiness </li></ul></ul>
  5. 5. Why is this important? <ul><li>Consumers are militant </li></ul><ul><li>Consumers are demanding </li></ul><ul><li>Consumers want more information </li></ul><ul><li>Consumers want the best deal </li></ul><ul><li>Consumers want to research </li></ul><ul><li>Web2.0 affiliates are responding to this demand </li></ul>
  6. 6. But there’s more (unstructured) <ul><li>Affiliates are becoming purposefully disorganized (read smaller , more mobile , more niche , more guerrilla ) </li></ul><ul><li>They’re setting up sites on MySpace </li></ul><ul><li>They’re setting up shop on Second Life </li></ul><ul><li>They’re posting opinion on Digg </li></ul><ul><li>They’re building brand on Technorati </li></ul><ul><li>They’re forming opinions on blogs & Squidoo </li></ul><ul><li>They’re infecting blogs with track-backs </li></ul><ul><li>And they’re still doing all the old stuff (mail, websites, sem, landing pages, yada yada) </li></ul>more niche
  7. 7. So, where to look? <ul><li>MySpace uncovered </li></ul><ul><li>Why is MySpace important? </li></ul><ul><ul><li>Entire businesses are springing up on MySpace </li></ul></ul><ul><ul><li>Mavens / Connectors / Salesmen's ‘haven’ </li></ul></ul><ul><ul><li>Peer recommendations' rule! </li></ul></ul><ul><ul><li>Rupert Murdock bought it so it has to be important!! </li></ul></ul><ul><ul><li>More weekly traffic to MySpace than Google & MSN </li></ul></ul><ul><ul><ul><ul><ul><li>Source </li></ul></ul></ul></ul></ul>
  8. 8. So, where to look? <ul><li>MySpace uncovered </li></ul><ul><li>Why is MySpace important? </li></ul><ul><ul><li>Regular ads will still work (but not for long) </li></ul></ul><ul><ul><li>Boring won’t last in MySpace-Land </li></ul></ul><ul><ul><ul><li>Life Insurance….No….(273 friends) </li></ul></ul></ul><ul><ul><ul><li>Cool Threads….YES.… BeckerSurf…..(13825 friends) </li></ul></ul></ul><ul><ul><ul><li>Caddilacs….No…..……(no friends! Except Tom) </li></ul></ul></ul><ul><ul><ul><li>Toyota Prius…..NO…. (363 friends) </li></ul></ul></ul><ul><ul><ul><li>Suicide Girls…..YES…..(653 480 friends) </li></ul></ul></ul><ul><ul><ul><li>SMALL-BUSINESS ENTREPRENEURS…..YES….. (38973 Friends) </li></ul></ul></ul>
  9. 9. So Where to Look? <ul><li>Digg -ing up more possibilities. </li></ul><ul><li>Products and Offers RISE and Fall at the whim (or the hysteria-fed information manipulation) of the social network members. </li></ul><ul><ul><li>Boring doesn’t Last! Bad products / stories get buried! Good news travels FAST!!! </li></ul></ul><ul><ul><li>Clever marketers (affiliates) plant digg’able seeds. </li></ul></ul><ul><ul><li>To survive offers need to be…….. </li></ul></ul><ul><ul><li>Rapid-Fire , Fresh , Constantly Changing , UNIQUE , visible, Different , Freaky , Interesting, Attention Grabbing, Evoking Discussion , Emotive …. </li></ul></ul>
  10. 10. So Where to Look <ul><li>The opinion shapers </li></ul><ul><ul><li>Organized Bloggers???? ( a new reality) </li></ul></ul><ul><ul><li>Pay-per-Post = short term win </li></ul></ul><ul><ul><ul><li>Own the territory </li></ul></ul></ul><ul><ul><ul><li>Beware…… could get burned (lowered trust) </li></ul></ul></ul><ul><ul><ul><li>Blog Networks </li></ul></ul></ul><ul><ul><ul><ul><li>Unbiased Opinions = higher consumer trust </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Higher traffic = higher visibility = higher cost </li></ul></ul></ul></ul><ul><ul><ul><li>Blogger Only AD NETWORKS </li></ul></ul></ul><ul><ul><ul><ul><li>networks with thousands of members </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Mix of high and low traffic </li></ul></ul></ul></ul>
  11. 11. So Where to Look <ul><li>YouTube / V-blogging </li></ul><ul><ul><li>Remember the militant Consumers war cry: </li></ul></ul><ul><ul><li>We’re being Bombarded by content. </li></ul></ul><ul><ul><ul><li>“ Nobody wants more advertising” </li></ul></ul></ul><ul><ul><li>“ e NT e RT a IN me” (differentiate your product) </li></ul></ul><ul><ul><ul><li>Show me something funny / interesting and I’ll buy (heely’s / motorcycles / shoes) </li></ul></ul></ul>
  12. 12. So, where to Look <ul><li>In Second Life </li></ul><ul><ul><li>“ I escape here, work here, get entertained here, so why would I not be willing to transact and buy goods here if it was relevant and a good deal?” </li></ul></ul><ul><li>Through someone else's Lenses </li></ul><ul><ul><li>Do you Squidoo ? Mavens & Clever Affiliate’s do….. </li></ul></ul>
  13. 13. So how do you find them? <ul><li>Relevance is the key </li></ul><ul><ul><li>Deep Dive into “ long tail ” keywords </li></ul></ul><ul><ul><li>Research social platforms </li></ul></ul><ul><ul><li>Engage the high influence individuals </li></ul></ul><ul><ul><li>1-2-1 engagement rules / post / comment / discuss </li></ul></ul><ul><li>They may be highly offended! </li></ul><ul><ul><li>They may not want your money (if they’re not already in the game) </li></ul></ul><ul><li>Or…….They may have been waiting for you ;-) </li></ul>
  14. 14. How do I know if they’re interested? <ul><li>Search your competitor brand names </li></ul><ul><li>Search out obvious affiliate URL’s </li></ul><ul><li>Check for obvious monetization (not owned by the platform they’re on) </li></ul><ul><li>Investigate : </li></ul><ul><ul><li>Site Copy </li></ul></ul><ul><ul><li>Banners </li></ul></ul><ul><ul><li>Contextual links </li></ul></ul><ul><ul><li>Direct links </li></ul></ul><ul><ul><li>Ad references </li></ul></ul><ul><ul><li>Special Offers </li></ul></ul>
  15. 15. Why will they work with you? <ul><li>Create a Honey-Pot </li></ul><ul><ul><li>Unique Content </li></ul></ul><ul><ul><li>Something to write About </li></ul></ul><ul><ul><li>Digg everything they say! </li></ul></ul><ul><ul><li>Video’s / photos / animations / Images / Podcasts / Contentious Content </li></ul></ul><ul><li>Shower them in Gifts & be fair with the Money ! </li></ul><ul><li>Peer kudos is what they live for. </li></ul><ul><ul><li>Give them friends, digg them, link them, appreciate them!!!!! </li></ul></ul>
  16. 16. <ul><li>Publishers don’t jump at offers and instantly join programs. </li></ul><ul><li>Web2.0 publishers are the same. </li></ul><ul><li>They need to be enticed!!! </li></ul><ul><li>Invest TIME , TOOLS and MANPOWER </li></ul><ul><li>Do not SPAM or take a mass approach. </li></ul><ul><li>Approach only RELEVANT partners where there is CLEARLY MUTUAL value. </li></ul>Recruitment is about Relationships
  17. 17. 5 steps to successful 2.0 recruitment <ul><li>Competitor Affiliate Research </li></ul>Cold <ul><li>Forge the Relationship </li></ul>Hot <ul><li>Personal Follow up </li></ul>Warm <ul><li>1-2-1 Contact / Post / Comment / PMs / IM’s </li></ul>Neutral <ul><li>Social Networks Keyword Research and Targeting </li></ul>Cool
  18. 18. Now you’ve got them… <ul><li>Build the relationship </li></ul><ul><ul><li>Regular contact </li></ul></ul><ul><ul><ul><li>Phone / email / rss / webservice </li></ul></ul></ul><ul><ul><li>Regular payment </li></ul></ul><ul><ul><li>Optimization & feedback </li></ul></ul>
  19. 19. Setting Up Shop In Web2.0 World <ul><li>Social Networking </li></ul><ul><li>The OLD vs NEW </li></ul><ul><ul><li>Blogging about your Affiliate Program </li></ul></ul><ul><ul><li>Creating a network of contributors </li></ul></ul><ul><ul><li>Getting Influencers to comment & contribute </li></ul></ul><ul><li>Setting up your MySpace Affiliate Home </li></ul><ul><ul><li>Creating a Network of friends </li></ul></ul><ul><ul><li>It’s NOT EASY! </li></ul></ul><ul><li>What Else to DO……. </li></ul>
  20. 20. Comments flames questions?