The Affiliate 2 0 Litmus Test


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Successful companies today embraced 2.0 long before the term was coined. This panel will explore the various definitions of Web 2.0 through the lenses of pioneers and performance marketing companies.

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The Affiliate 2 0 Litmus Test

  1. 1. The Affiliate 2.0 Litmus Test Moderated by Stephanie Agresta Stephanie Agresta Consulting
  2. 2. Panel Introductions Stephanie Agresta, CEO, Stephanie Agresta Consulting (Moderator) Glenn Meyers, Founder and CEO, Wayne Porter, Co-founder, Tim Storm, CEO, FatWallet, Inc. Andrew Weinreich, CEO,
  3. 3. How Web2.0 Effects the Affiliate Landscape Defining Web2.0 Understanding Affiliate Business Models through the Web2.0 Lens Current & Future Revenue Streams Micro and Macro Trends driving this new world Pros & Cons of Community Future of User Generated Content
  4. 4. What is Web2.0?  Web 2.0, a phrase coined by O'Reilly Media in 2004, refers to a perceived or proposed second generation of Internet-based services—such as social networking sites, wikis, communication tools, and folksonomies— that emphasize online collaboration and sharing among users. O'Reilly Media, in collaboration with MediaLive International, used the phrase as a title for a series of conferences, and since 2004 the phrase has been loosely adopted by some technical and marketing communities. Its exact meaning has been open to debate, and some experts, notably Tim Berners Lee, have questioned whether the term has meaning.
  5. 5. At-A-Glance Web 1.0 Web 2.0 What Is Web 2.0 DoubleClick --> Google AdSense Design Ofoto --> Flickr Patterns Akamai --> BitTorrent and --> Napster Business Models for Britannica Online --> Wikipedia the Next personal websites --> blogging Generation evite --> and EVDB of Software search engine by Tim domain name speculation --> optimization O'Reilly page views --> cost per click 09/30/2005 screen scraping --> web services publishing --> participation content management --> wikis systems directories (taxonomy) --> tagging ("folksonomy") stickiness --> syndication
  6. 6. Glenn Meyers, Founder and CEO,
  7. 7. What is  is the future of web based comparison shopping. Our model eliminates click fraud and skewed search results, delivering high converting traffic to our merchants.  operates purely on a Cost Per Action model. We do not charge for inclusion in search results or accept payment for better placement. Search results are served to users based on relevance to their search terms.  The company receives commission only when a sale is made. Our interests are completely aligned with our users and there is no advertising, gaming of search results, or search manipulation of any kind.
  8. 8. How Does it Work?  delivers the best possible search experience instantly and then continues to search the Web for new results, ultimately letting users search while they sleep.  The service lets users enter search criteria for any item or product along with the maximum price they are willing to pay. After entering the search criteria just once, delivers all existing Web search results immediately to the user.  A user may then choose to save, or Trigger, their search and any time a new item matching the search criteria hits the Web, the notification is automatically sent directly to the user via the method of their choice (email, RSS feed, or text messaging) as frequently as the user specifies. Users can view a search history of all Triggered items and results, and can sort items by date, price, or merchant.
  9. 9. Affiliate Program  Key Benefits: True revenue sharing  We offer our affiliates 50% of our fees on every sale that they bring us. Prebuilt Customized Controls Affiliates can choose from a wide range of ad sizes and content that they can customize to easily integrate into their existing website, blog or social networking profile. Support  Affiliates have direct access to our technical staff and their own tracking page where they can monitor their success in the program.
  10. 10. Target Your Specific User-base We offer a variety of campaign choices powered by Targeted product offerings specific to your audience Search boxes, category listings, product images with direct links to product results Updated options based on current market trends and hot products Direct your users to exactly what they are looking for
  11. 11. Samples of the Pre-built controls with varied content, size and function
  12. 12. Customization options We provide further customization of the search boxes. Change outline, colors and code options Preview: Auto-generate code in HTML, JavaScript or iFrame format for simple copy and paste onto your page.
  13. 13. Marketplace Powered by myTriggers The Only CPA Based CSE API Available
  14. 14. Mall Powered by The Only CPA Based CSE API Available
  15. 15. Wayne Porter, Co-founder,
  16. 16. Web 2.0 Example SLV  (Beta Experiment) Testing Steve Rosenbaum’s Magnify Platform  Met through blogging on censorship of Adwords  Disparate areas – connections in other community Aggregates Niche ―Machinima‖ Video  UGE- User Generated Content  Independent Media No traditional community tools at this time (blogs, message boards, etc) Community formation happening with minimal social media optimization Uses widgets to self-propagate
  17. 17. Web 2.0 Example SLV Key Value Drivers Research Atypical community formation Sample META DATA Video Rating RSS Tags Widgets API (In Build)
  18. 18. Web 2.0 Example SLV Insight One Video on YouTube vs. SLV  One month time period ~120 views on YouTube ~1000+ views  Niche beats Goliath  Meta Data and Community Reveal Insights Low Cost Platform Knowledge of CSS Time
  19. 19. Web 2.0 Example SPG  Early use of Web 2.0 infrastructure RSS  Counts  Problematic Software- Greynets  Stories & Articles  Adoption of Blogging by ―Light Ranger Force‖ RSS  Alliances  Insider Feedback  Press and Social Media (e.g. high profile stories)  Speaking Engagements
  20. 20. Web 2.0 Example SPG  Leading Voice on Security Stories Regular Mentions in Press & Social Media Digg Slashdot BoingBoing Traditional Media e.g. Washington Post, eWeek Adoption of Story Telling Paradigm to Educate & Amplify the Message Creates Feedback Loop…
  21. 21. Web 2.0 SPG  Creation of rich feedback loop Intel from helpdesk, blogged stories Intel from tipsters, whistleblowers Intel from grass root sites Intel from software users, clients  Intelligence synthesized- New Intelligence Global Research Team Sophisticated back end business processes  MD5 Signatures  File Paths, Structures, Paths, Keys
  22. 22. Web 2.0 Key Insights  Platform where we see an aesthetically pleasing fusion of data-driven services to create new dynamic services. This leads to new data and new insights.  Creation of New Data- Think ―Meta Data‖  Still in nascent phase- even metrics lacking in texture and tone  Mastery and/or deployment of API critical in future.  Harnesses community power in new ways  More use of AJAX – potential for more security holes.  More vulnerable to CSS and MySQL Injection Attacks  Less vulnerable to manipulation e.g. spyware and voting  Not always ―visible‖ by Search Engines  Search is not Everything.
  23. 23. Tim Storm, CEO, FatWallet, Inc.
  24. 24. Andrew Weinreich, CEO,
  25. 25. MeetMoi – Mobile Social Networking Mission Statement To create the largest mobile dating community.
  26. 26. What is Web 2.0? Web 2.0. New implementations of old ideas. Built differently Distributed differently New Cost Structures
  27. 27. Social Networking Goes Mobile Contributing Factors:  Interoperability of network carriers  Widespread adoption of SMS  Micro payments enabled by carrier infrastructure  Worldwide adoption of location based services  Broken business models of closed communities
  28. 28. MeetMoi Implementation: Premium SMS 5 Simple Steps 1. Ask people to identify their location from their cell phone. 2. Convert location to precise latitude and longitude coordinates with geocoder database. 3. Use algorithm to plot distance between members. 4. Send profiles to users via text messaging 5. Allow them to communicate anonymously with others through SMS through the MeetMoi gateway
  29. 29. Marketing Strategy Viral growth Build functionality to encourage word of mouth growth Affiliates Revenue Share Hub and Spoke Model: encourage companies to build mobile dating applications under their brand.
  30. 30. Mobile Dating Offered to Traditional Affiliates
  31. 31. Community Pages Viral Marketing. No revenue share. Cool Factor.
  32. 32. New Types of Affiliates
  33. 33. Q & A with the Panel
  34. 34. Thank You 2.0