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Expanding Reach:
How Affiliates and Social Drive Together
Brandon Myers
Affiliate Director
Aceable
Dave Stewart
Chief Technology Officer
CAKE
Brandon Myers
Affiliate Director
Aceable
Dave Stewart
Chief Technology Officer
CAKE
About
Affiliate and Social Working Together
 Affiliates marketing via social
platforms
 Affiliates contribute to the Customer
Journey through other channels
outside of direct media buying
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
Build a Brand Through Social Media
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
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
Gain Followers
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
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
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
Not all social is alike
 Instagram
 Twitter
 Facebook
 Snapchat
Provide Valuable and
Authentic Content
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
Leverage Brand and
Sales Messaging
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?
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
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
Measure Your Success
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
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
Use the Power of Your Data
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)
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
Trust your Instincts
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
 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
Thank You!

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Expanding Reach: How Affiliates and Social Drive Together

  • 1. Expanding Reach: How Affiliates and Social Drive Together Brandon Myers Affiliate Director Aceable Dave Stewart Chief Technology Officer CAKE
  • 2. Brandon Myers Affiliate Director Aceable Dave Stewart Chief Technology Officer CAKE About
  • 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. 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. Build a Brand Through Social Media
  • 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. 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
  • 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. 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. 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. Not all social is alike  Instagram  Twitter  Facebook  Snapchat
  • 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
  • 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. 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. 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
  • 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. 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. Use the Power of Your Data
  • 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. 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
  • 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.  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

Editor's Notes

  1. Dave quick intro about session
  2. Brandon quick intro about himself and Aceable Dave to follow with quick intro about himself and CAKE
  3. Dave Many touchpoints drive conversions
  4. Brandon
  5. Brandon
  6. Brandon
  7. Brandon
  8. Brandon
  9. Brandon Brandon Notes: Tinder example
  10. Brandon
  11. Dave B4-Brandon
  12. Brandon Experiences with different social platforms
  13. Brandon
  14. Brandon
  15. Brandon
  16. Brandon Also include Example
  17. Brandon
  18. Brandon Brandon Notes: Give example of used Car Salesman who focuses on nothing but selling you versus the Car Salesman who actually cares and asks what you’re looking for.
  19. Dave
  20. Dave Social media as an active voice Always use Use Customer Journey insights to optimize
  21. Dave start Brandon add example in here at the end
  22. Dave
  23. Dave
  24. Dave Notes: This is crucial for saving time with experimentation
  25. Brandon
  26. Brandon Also provide examples here
  27. Dave Refer to the beginning of how this fits with social and affiliate