Improving the Affiliate/Affiliate Manager Relationship

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This session will help affiliates learn how to get the most out of their AMs and help AMs learn how they can get the most out of their affiliates and make it a mutually beneficial relationship.

Experience level: Intermediate
Target audience: Merchants/Advertisers
Niche/vertical: Affiliate

Todd Farmer, CEO, PerformStreet Media (Twitter @toddfarmer) (Moderator)
Jamie Birch, CEO, JEBCommerce, LLC (Twitter @jamieebirch)
Jason Rubacky, Affiliate Development Manager, ShareASale (Twitter @jasonrubacky)
Joe Sousa, Owner, Internet Marketing Associates (Twitter @drcool73)
Logan Thompson, Owner, Blink Source (Twitter @drumminlogan)

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  • Improving the Affiliate/Affiliate Manager Relationship

    1. 1. Improving the Affiliate/Affiliate Manager Relationship <ul><li>Affiliate Summit West 2011 </li></ul>
    2. 2. Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.
    3. 3. Todd Farmer <ul><li>Co-Founder </li></ul><ul><li>MyContentPro.com </li></ul><ul><li>AffiliateMarketingPlan.com </li></ul><ul><li>@ToddFarmer </li></ul>
    4. 4. Joe Sousa <ul><li>Owner </li></ul><ul><li>Internet Marketing Associates </li></ul><ul><li>WhatDoesJoeThink.com </li></ul><ul><li>@DrCool73 </li></ul>
    5. 5. Jamie Birch <ul><li>CEO </li></ul><ul><li>JEBCommerce, LLC </li></ul><ul><li>JEBCommerce.com </li></ul><ul><li>@JamieEBirch </li></ul>
    6. 6. Jason Rubacky <ul><li>Affiliate Development Manager </li></ul><ul><li>ShareASale </li></ul><ul><li>ShareASale.com </li></ul><ul><li>@JasonRubacky </li></ul>
    7. 7. Logan Thomson <ul><li>CEO </li></ul><ul><li>Blink Source </li></ul><ul><li>BlinkSource.com </li></ul><ul><li>@DrumminLogan </li></ul>
    8. 8. Why is a Good Relationship Important? <ul><li>This isn’t necessarily a touchy feely relationship </li></ul><ul><li>Mutually beneficial business relationship </li></ul><ul><li>Affiliate managers can help out affiliates </li></ul><ul><ul><li>New creatives </li></ul></ul><ul><ul><li>New campaigns </li></ul></ul><ul><ul><li>New products </li></ul></ul><ul><ul><li>Payout bonuses </li></ul></ul><ul><ul><li>Hot markets </li></ul></ul><ul><li>Affiliates can help affiliate managers </li></ul><ul><ul><li>Feedback on what works </li></ul></ul><ul><ul><li>Improvements for the merchant’s site </li></ul></ul>
    9. 9. What benefits are there for me as an affiliate to cultivate a good relationship with my merchants? <ul><li>Increased commissions </li></ul><ul><ul><li>Only 62% of affiliates have successfully requested an increase in commission </li></ul></ul><ul><li>Private deals, promotions, and campaigns </li></ul><ul><li>Special permission for different promotions </li></ul><ul><li>Custom creatives, links, coupons, and promotions </li></ul><ul><li>All these will help me make money </li></ul><ul><li>Well worth the time </li></ul><ul><li>Always have people to hang out with at conferences </li></ul>
    10. 10. What is the best way to communicate? <ul><li>2010 Aff Stat Report </li></ul><ul><ul><li>Email – 64.4% </li></ul></ul><ul><ul><li>Phone – 12.6% </li></ul></ul><ul><ul><li>Phone, IM, and Email – 11.9% </li></ul></ul><ul><ul><li>IM – 9.5% </li></ul></ul><ul><li>I hate when affiliate managers call for “normal” stuff </li></ul><ul><li>Email or IM are my preferred method </li></ul><ul><ul><li>Paper trail of the conversation </li></ul></ul><ul><ul><li>Easy to follow up </li></ul></ul><ul><li>Phone calls should only be for emergencies </li></ul>
    11. 11. Improving your Relationships with your affiliates
    12. 12. 3 Points <ul><li>Strong relationships are the foundation of any good program. </li></ul><ul><li>Utilizing multiple methods of communication help build those relationships </li></ul><ul><li>Affiliates will only TRUST you as much as they can DEPEND on you </li></ul>
    13. 13. “ A strong relationship is mutually beneficial , results in win-win arrangements, is built on trust and leads your affiliates to not only knowing you but liking you and ultimately trusting you .”
    14. 14. Trust <ul><li>To build trust you must be Personable , Helpful, Authentic , Sincere and build a track record of dependability . </li></ul><ul><li>You must understand their business, know their preferred contact method and bring them appropriate offers only. </li></ul><ul><li>Be consistent and comprehensive in your follow through . </li></ul>How do they Market? Who are their Customers? What is their Business Model? What Opportunities do they offer? What are their Needs from you? How do they prefer to Communicate ? What Offers work for them? When is their Peak Season ?
    15. 15. Engaging Affiliates <ul><li>Affiliate Managers Do </li></ul><ul><li>Engage affiliates in the communities they participate in </li></ul><ul><li>Get personal and share </li></ul><ul><li>Be Authentic, Transparent and Truthful </li></ul><ul><li>Respond frequently and honestly </li></ul><ul><li>Friend/Link with prominent industry personalities </li></ul><ul><li>Engage in conversations, but listen before they jump in </li></ul><ul><li>Affiliate Managers Don’t </li></ul><ul><li>Spam forums, social networks or engage in comment spam </li></ul><ul><li>Talk before listening </li></ul><ul><li>Post untrue statements </li></ul><ul><li>Hijack threads, posts or competitors‘ conversations </li></ul><ul><li>Pretend to know more than they do </li></ul><ul><li>Authenticity is key. Impeccable follow-through is a must. </li></ul>
    16. 16. Building Relationships Scorecard <ul><li>I currently have a blog where I communicate with my affiliates. </li></ul><ul><li>I respond to all emails within the same day. </li></ul><ul><li>I include all my contact info on all emails and communications. </li></ul><ul><li>I encourage my affiliates to contact me via phone </li></ul><ul><li>I use Instant Messengers to build relationships </li></ul><ul><li>My affiliates can contact me via Twitter </li></ul><ul><li>My affiliates can contact me via Facebook </li></ul><ul><li>My negotiations and conversations result in win-win outcomes for me and my affiliates </li></ul><ul><li>I attend conferences and meet with affiliates in person </li></ul><ul><li>I know my top 10 affiliates on a personal level </li></ul><ul><li>I only contact my affiliates via their preferred method </li></ul><ul><li>I know where my affiliates congregate online and I engage them in that environment </li></ul><ul><li>I provide my affiliates with an education center </li></ul><ul><li>I host conference calls with my affiliate partners </li></ul><ul><li>My follow through with my affiliates is always done on time and is comprehensive </li></ul><ul><li>I have a process in place to keep notes and track action items from each conversation with my affiliate partners </li></ul>It’s time to evaluate you stand. Check off any and all that apply to you below. Count how many you checked. 1-5 means you have a lot to do this week, 5-10 means you are average, but still can be better, a score of 10 or more means you are on the right track.
    17. 17. <!-- “Reachability” --!> <cell> (407) 461-6956 </cell>
    18. 18. <ul><li>Logan Thomson </li></ul><ul><li>BlinkSource.com </li></ul><ul><li>@DrumminLogan </li></ul>Joe Sousa WhatDoesJoeThink.com @DrCool73 Jason Rubacky ShareASale.com @JasonRubacky Jamie Birch JEBCommerce.com @JamieEBirch
    19. 19. Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.

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