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Expanding Reach: How Affiliates and Social Drive Together

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This presentation is from Affiliate Summit West 2017 (January 15-17, 2017 in Las Vegas, Nevada). Session description: Affiliate Marketing is expanding to encompass other channels. This session explores the value of including channels like social into your Affiliate Marketing mix to increase ROI.

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Expanding Reach: How Affiliates and Social Drive Together

  1. 1. Expanding Reach: How Affiliates and Social Drive Together Brandon Myers Affiliate Director Aceable Dave Stewart Chief Technology Officer CAKE
  2. 2. Brandon Myers Affiliate Director Aceable Dave Stewart Chief Technology Officer CAKE About
  3. 3. Affiliate and Social Working Together  Affiliates marketing via social platforms  Affiliates contribute to the Customer Journey through other channels outside of direct media buying
  4. 4. Affiliate and Social: 7 Ways to Expand Reach 1. Build a brand through social media 2. Gain followers 3. Provide valuable and authentic content 4. Leverage brand and sales messaging 5. Measure your success 6. Use the power of your data 7. Trust your Instincts
  5. 5. Build a Brand Through Social Media
  6. 6. The Role Affiliates Play in The Social Ecosystem  Powerful voice: affiliates have the power to say what brands can’t always say  Create buzz: affiliates add buzz and act as enablers from a branding perspective  Take action: neutrality of publisher sites/emails/handles can push peoples emotions to the point of following or the point of sale
  7. 7. Social and The Greater Multi-channel Story  Invest in social: social is the way people “hear” about your brand  Understand the Customer Journey: SEO, PPC, Organic, are often the touchpoints taken immediately after social as the consumer goes through the exploration process  Track everything: technology bridges the gap between all channels  Optimize: experiment with different targeting and budgets methodically to measure lift
  8. 8. Gain Followers
  9. 9. Social Engagement  Social media as an active voice  Social is a platform to ACTIVELY interact with users as their interest and needs are piqued  Social media is the place for your voice to be consistent  Brand gains personality with just a few accounts
  10. 10. Build your Following  Select social media strongholds  Social media tool should be primary application(s) of your audience  Many audiences still use multiple networks  Automate mundane tasks while maintaining strong content and brand voice  FollowLiker (Bot) and reasons it works/doesn’t work  Real follower dilemma  Leverage reciprocity as a social rule in a social media setting
  11. 11. Who to Target  Don’t be afraid to target very granularly for your ideal demographic  Track organic vs. paid separately  Leverage re-targeting opportunities to stay in front of your customers  Investment in good viral content leads to cost-effective engagement opportunities
  12. 12. Not all social is alike  Instagram  Twitter  Facebook  Snapchat
  13. 13. Provide Valuable and Authentic Content
  14. 14. What Works Best for Publishers ⦿ Collaboration ⦿ Filling a need in a confusing marketplace ⦿ Becoming an expert on this need and expanding from there ⦿ Trial and error
  15. 15. Leverage Brand and Sales Messaging
  16. 16. Brand Messaging vs. Sales Messaging  What is the difference?  What does your brand or website stand for?  What emotions and value should people draw from your brand or website?  How do you talk to your customers and prospects?  How do your customers want to be talked to?
  17. 17. Best Practices: Sales Messaging  Differentiate: sales messaging from brand messaging  Less focus on building trust  More focus on customer acquisition  Identify the problem: customer base experiencing issues  Present the solution: know how to enhance or alleviate a pain point in your audience’s life  Demonstrate value: show your customer a reason they can’t miss out on what ultimately will enhance their life
  18. 18. Best Practices: Sales Messaging  Provide a clear CTA: pose the problem - present a solution - provide the reason why  Equip advertisers: offer a clear CTA and solution for the audience to solve their problem  Customize Messaging: make it fit your audience
  19. 19. Measure Your Success
  20. 20. Measuring Success  Brand building metrics:  Follows or shares  Comments  Sharing through pictures  Acquisition metrics:  Clicks/Click through rate (CTR)  Transactions/Conversion rate  Customer lifetime value (CLTV)  Time to conversion
  21. 21. Implement a Feedback Loop  Build a transparent relationship with your affiliates  Measure campaigns with as much detail as possible  Optimize Campaigns  Tweak design  Change content  Leverage Anecdotal Feedback  Affiliate insight  Reward Performance  Increase payout for quality traffic
  22. 22. Use the Power of Your Data
  23. 23. Leverage Data Effectively  Use additional data obtained from social platforms to augment your (potential) customer profiles  Analyze all touchpoints to understand how complex engagements are occurring  Avoid first/last touch attribution  Use algorithmic/data-driven attribution if possible  Use linear if not  Tie ultimate customer lifetime value back to all marketing campaign touchpoints (close the loop)
  24. 24. Know Your Audience  Regularly visit sites your target demographic frequents  Analyze interaction patterns before purchase decisions  No two verticals/businesses equal  Gather as much customer feedback as possible
  25. 25. Trust your Instincts
  26. 26. Go with your Gut  DISCLAIMER  Analytics  There is no substitute for testing, analytics, and actionable data  Proper research ensures top ROI  But gut…  Sometimes we don’t have time to test  Go with your gut  LEARN from what you choose
  27. 27.  Create transparency with affiliates  Leverage effective messaging  Consider the entire customer journey at all times  Track and measure everything  Experiment, rinse and repeat Key Takeaways
  28. 28. Thank You!

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