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55 Must-Haves in Every Affiliate Manager's Toolbox

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This presentation is from Affiliate Summit West 2015 (January 18-20, 2015 in Las Vegas, NV). Session description: Geno will uncover 55 tools that effective affiliate managers use to streamline processes of affiliate recruitment, compliance policing, communication, program optimization, and more.

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55 Must-Haves in Every Affiliate Manager's Toolbox

  1. 1. 55 Must-Haves in Every Affiliate Manager's Toolbox Geno Prussakov CEO, AM Navigator (affiliate management agency) www.amnavigator.com Founder, Affiliate Management Days (conference) www.amdays.com 888-588-8866 | Washington, DC geno@amnavigator.com | @ePrussakov .
  2. 2. Instead of Introduction Methane - the most common hazardous gas in the mines, contributing to more than 10,000 miner deaths during the past 60 years. Nitrogen dioxide (NO2) and carbon monoxide (CO) are the two most dangerous and frequently found gases in underground mines. They kill quickly, without warning. Source: Miner's Manual: A Complete Guide to Health and Safety Protection on the Job by J. Davitt McAteer
  3. 3. Instead of Introduction
  4. 4. Miner's Canary & Analogy
  5. 5. 2 Kinds of Tools DIRECT INDIRECT Originally intended for affiliate managers Those managers can adapt for their usage
  6. 6. 5 Key Responsibilities
  7. 7. Streamline It! stream·line verb /ˈstrēmˌlīn/ : to make (something) simpler, more effective, or more productive Source: Merriam-Webster Dictionary : to make (an organization or system) more efficient and effective by employing faster or simpler working methods Source: Google Use tools to streamline the routine tasks that support the 5 pillars!
  8. 8. - 1 - Tools for Recruitment
  9. 9.  Linkdex Publisher Discovery
  10. 10. Interrogation of program-specific tracking domains  Linkdex Publisher Discovery
  11. 11.  NerdyData
  12. 12.  5IQ Database of 125k+ affiliates sending traffic to over 15k brands searchable by: 1. Category 2. Traffic source 3. Traffic destination (competitor analysis) Fee is charged per line of exported data.
  13. 13.  5IQ
  14. 14. Source: Technorati Media 2013 Digital Influence Report Influencer Outreach
  15. 15. Bloggers & Niche Websites  BlogDash  Blogger LinkUp  eCairn.com (bloggers & communities)  GroupHigh.com  inkybee  Outreachr (websites & social profiles)  Pitch It To Me
  16. 16. “DO-IT” Approach to Bloggers Key Elements: o Disclosures o Openness o Incentives o Targetedness
  17. 17. Source: AffiliateBenchmarks 2013 Global Advertiser Research Report Most Desired Affiliate Types
  18. 18. Source: AffiliateBenchmarks 2013 Global Affiliate Research Report Social Media Used by Affiliates
  19. 19. Social Networks  CircleCount (Google+)  FindPeopleOnPlus (Google+)  Google+ Ripples  AgoraPulse (Facebook and Twitter)  LinkedIn Tools:  LinkedIn.com/pulse/discover  LinkedIn “Posts” Search
  20. 20. Twitter  Followerwonk  SocialBro  Topsy (analytics tool | see “Experts” section)  Twellow  Twitter Search
  21. 21. Cross-Platform  BuzzStream (all sorts of content websites)  Klout (an array of social media)  Kred (social media | check out “Communities”)  Little Bird  NOD3x (free for Google+ and YouTube, upgrade for Twitter, FB, blogs)  PeerIndex  Simply Measured (analytics tool for Twitter, FB, YouTube, Google+)
  22. 22. Similar Websites
  23. 23.  SimilarSites.com
  24. 24.  SimilarSites.com Check out also their Firefox add-on & Chrome plugin!
  25. 25. More:  Related Websites (Chrome Plugin)  SimilarPages.com  SimilarSiteSearch.com Similar Site Tools
  26. 26. Bonus: Google related:URL.com
  27. 27. Backlink Tools  SEOquake (free toolbar)  Ahrefs (from $79/mo)  Backlink Watch (free)
  28. 28. Bonus: Google link:URL.com
  29. 29. Email Address?
  30. 30.  WHOIS Database
  31. 31.  Peepmail
  32. 32.  Peepmail http://samy.pl/peepmail/   
  33. 33.  MailTester.com
  34. 34.  Affiliate Directories Nearly 1/5th of affiliates use them Just a few to consider: AffiliatesDirectory.com AffiliateFirst.com AffiliatePrograms.com AffiliateRanker.com AffiliateScout.com AffiliateSeeking.com AllAffiliatePrograms.com AssociatePrograms.com JamAffiliates.com Top-Affiliate.com
  35. 35. Source: AffiliateBenchmarks 2013 Global Advertiser Research Report Top Recruitment Methods (adv)
  36. 36. Source: AffStat 2014 Report by Affiliate Summit Top Recruitment Methods (aff)
  37. 37.  Find & Invite (on Network)
  38. 38.  Find & Invite (on Network)
  39. 39.  Find & Invite (on Network)
  40. 40.  Free Exposure Opps (Network) Examples: o CJ: “CJ Monthly” newsletter o Rakuten: “New & Notable Advertisers” blog o ShareASale: “New & Notable Merchants” posts, deals databases (regular & BF/CM) o AvantLink: social media announcements o Webgains: publisher newsletter
  41. 41.  Paid Exposure Opps (Network)
  42. 42.  Paid Exposure Opps (Network)
  43. 43. - 2 - Tools for Activation
  44. 44. Only ≈10% of Affiliates = Active OPPORTUNITY!
  45. 45.  Affiliate Segmentation “As a retailer, you likely segment your consumers… Segmentation can also be applied to your affiliate marketing channel. Just as different types of customers require different levels of service, different types of affiliates require different resources.” — Carolyn Kmet, former Director of Affiliate Marketing at Groupon
  46. 46.  Affiliate Segmentation Criteria: o Type o Performance o Niches o Terms/Payouts
  47. 47.  Email Source: AffStat 2014 Report by Affiliate Summit
  48. 48. GROUP INDIVIDUAL E.g.:  Regular newsletter  Segment-specific email  Announcement E.g.:  Acceptance email  Tool/feed approval email  One-on-one outreach  Email
  49. 49. Example Congratulations! You have just been approved for FTP access to the HalloweenMart.com's affiliate datafeed. Import our datafeed soon, send $799 in sales by February 28, 2015, and I will deposit a $50 cash bonus (on top of your commissions) into your ShareASale account. With our 30-day affiliate-referred AOV exceeding $50, reaching this goal is not hard, and we are looking forward to your participation!
  50. 50. - 3 - Tools for Policing Compliance
  51. 51. Remember… Do not call it a “violation” unless you’ve defined it as such in your TOS!
  52. 52. What to Police o Trademark abuse  in paid search  in domain names o Coupon usage o FTC disclosures o Brand placement(s)
  53. 53.  BrandVerity (search)
  54. 54.  BrandVerity (coupons)
  55. 55. Knockout value – metric which helps estimate advertiser’s loss (expressed in percentage of the time that the wrong ad is showing). http://www.leadtrackr.com/leadtrackr.php?id=59995  The Search Monitor (search)
  56. 56.  Typo Assassin (URLs)
  57. 57.  CitizenHawk (URLs)
  58. 58. FTC Compliance (Disclosures)
  59. 59.  Media Thirst
  60. 60. Monitoring Brand Placements Brand = your most valuable asset. Safeguard it!!
  61. 61. Linkdex for Policing (on SAS) Filter on specific affiliate ID reveals sites with their links
  62. 62. Linkdex for Policing (on CJ) Filter on tracking domain for a single affiliate ID
  63. 63. Link Intelligence Tools Dissect redirects (for free) with:  Tamper Data (Firefox add-on)  Rex Swain's HTTP Viewer  Fiddler Web Debugger
  64. 64. Link Intelligence Example
  65. 65. Judging by Address Bar:
  66. 66. Tamper Data (However) Reveals: CJ tracking URL
  67. 67. - 4 - Communication Tools
  68. 68.  CRM Platform  HTML Editor Streamline affiliate relationship management with a CRM platform (e.g., Nimble, SugarCRM, Salesforce CRM, InfusionSoft, Microsoft CRM). E.g., Adobe Dreamweaver ($20/mo), Weebly (from $4/mo), Firebug (free browser add-on), Coding the Web (Chrome extension), etc.
  69. 69. - 5 - Optimization (Intelligence Tools)
  70. 70. Keep in Mind… Competitive intelligence – “the process by which companies inform themselves about every aspect of their rivals’ activities and performance” (Christopher West, Competitive Intelligence, p. 12) “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)
  71. 71.  SEMrush
  72. 72.  SEMrush
  73. 73.  SEMrush AdSense publisher search yields prospective affiliates (that offer space where competitor's ads appear)
  74. 74. R C T E A Research (terms, stats, etc) Evaluate (how you stack up) Apply (the knowledge) Craft (your own strategy)  Become Their Affiliate Tear (them) apart!! 
  75. 75. In Conclusion…
  76. 76. I think, at a child's birth, if a mother could ask a fairy godmother to endow it with the most useful gift, that gift should be curiosity. — Eleanor Roosevelt

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