Getting Social Publishers to Work for You_Chris Brown & Laura Middleton

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Extending a publisher base is a key component in any successful affiliate programme, but the big questions after two decades of performance marketing centre around where the new publisher types are and how we work with them. Outside of retargeting and tech partners, another emerging affiliate is the social publisher. A session hosted by Chris Brown of Clockwork Affiliates will delve into how social publishers work via the affiliate channel, the ways in which their traffic is generated, along with practical ideas and examples of how to build this method of promotion into your channel and brand strategy. Chris will be joined by Laura Middleton of social publisher The Office Rocks - on hand to answer queries about working with people like herself - as the pair unveil the power of reaching audiences on platforms like Facebook, while providing another way for affiliates themselves to diversify their businesses.

Getting Social Publishers to
work for you
Chris Brown & Laura Middleton

Introduction
• Looking at the new
phenomenon that are social
media publishers
• Looking at
• Who they are
• What they do
• How they do it
• How to work with them
• Challenges & Future

Who am I? - Chris
• Chris Brown, Director and founder of
Clockwork Affiliates
• Almost 12 years working in affiliate
marketing
• Started in March 2005
• Managed a variety of programs over the
years
• Currently working with 3 or 4 brands
that have seen the impact of social
media publishers over the last 12-18
months

Who am I? - Laura
• Founder of Social Publisher The
Office Rocks
• Finalist for 'Best Newcomer' at the
Performance Marketing Awards 2016
• Grown from dining room table
business to a team of 9 within 16
months
• Generating over 2million clicks per
month to a variety of retailers

Stats – The phenomena of the social
publishers
• Very little traffic & revenue in
2014
• Huge increase in 2015 with
traffic increasing by over
2000%
• Revenue by 1600%
• 2016 to date has seen a 45%
increase in traffic and 42%
increase in revenue
• We still have Q4 to go
2014
2015
2016
Social Publishers Performance
Revenue Clicks
*Stats are based on access to performance of a few programs active within the social publishers
** 2016 is Jan to Sept 30th 2016

Who are these Social publishers
• Bump, Baby & You
https://www.facebook.com/bumpbabyandyou/
• Ashleigh Money Saver
https://www.facebook.com/AshleighMoneySaver/
• Bargain Hub https://www.facebook.com/CheapKidsDeals/
• Moneysaving mummy
https://www.facebook.com/MoneySavingMummy0
• Breaks in the lakes
https://www.facebook.com/lakedistrict.offers/
• 10 ways https://www.facebook.com/10ways/
• Your Wedding Hub
https://www.facebook.com/yourweddinghubUK/
• Extreme Couponing https://www.facebook.com/couponmumuk/
• Bargain Buys 4 Busy Mums (group)
https://www.facebook.com/BargainBuysForBusyMums/

What do they do?
• Grow large, niche social media audiences
• High volume promotional posts 7 days a week
• Promote relevant products & services directly
via posts onto social networks
• Mainly seen on Facebook via pages & groups
but also on Twitter & Pinterest
• Posts are a mixture of specific products and
general retailer promotions
• Traffic is sent directly to the retailer and is
largely mobile

How to work with Social Publishers
• Do some research
• Listen to the publisher
• Don’t expect them to just push your offer
• Be open to promotional opportunities available with tenancy spend
• Trust the publisher to know their audience
• Communicate relevant offers, deals and any changes
• Understand their peaks and spikes in traffic

Challenges & Future
• Getting advertisers, networks & agencies to understand the benefits of
working with Social Publishers
• Understanding the value of the large traffic volumes
• Tracking & Reporting Issues
• Conversion rates low compared to average
• Sales not often tracked due to cookie dropping issues on mobile
• Sales that are tracked are often declined or rejected for not being last referrer
• Challenge to understand the value of the social publisher in the sale
journey – attribution modelling
• Challenge for networks to improve tracking and integration with retailer 3rd
party tracking
• Facebook Algorithms

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Like every other marketing channel, Influencer Marketing strategy should be driven by data and ROI metrics, however, we find that this is often not the case. As the influencer marketing space has matured, data has become available to marketers and there are tools and expertise available to develop data-driven strategies and insights both before engaging an influencer and to measure the success of campaigns. Danielle will lay out the benefits of a data-driven approach to influencer marketing, provide a framework for structuring a campaign and selecting the right influencers based on their audience and provide tips on optimizing campaigns. ***** As presented at the Influencer Marketing Show: https://performancein.live/influencer-marketing-show/

Brand Accountability: Tapping into the Conscious Consumer

PerformanceIN

Brand accountability, diversity, social awareness and responsibility are no longer trends, they are minimum requirements for brands. According to a report by Fuse, 85% of Gen Z believe companies have an obligation to help solve social problems. So, how do you show audiences you’re a brand with a conscience? We’ll take a look at recent influencer campaigns by La Mer and River Island to learn how they’ve tapped into hyper-engaged audiences from a variety of backgrounds, ethnicities, and values, whilst inviting the consumer to be part of the movement. ***** As presented at the Influencer Marketing Show: https://performancein.live/influencer-marketing-show/

Adidas' Blueprint for the Future of Affiliate Marketing

PerformanceIN

Adidas will host a joint session with Partnerize in which they will take the audience through their affiliate strategy, focusing on why and how they decided to incorporate offline vouchers and offers into their traditional affiliate programme. The session will also look at how adidas have created their blueprint to help shape and create a competitive advantage via an innovative and holistic approach to affiliate marketing and partnerships. ***** As presented at PI LIVE 2018 - Europe's premier Performance Marketing Conference - https://performancein.live

#Bad: Influencer Fraud

PerformanceIN

Influencer marketing is here to stay, entire industries are getting transformed and companies are built from scratch on social media alone. However, as companies invest more they expect more, including assurances that impressions and engagements are real. The follower count is frequently used to calculate rewards, but this is a crude metric to assess the output of an Instagram influencer campaign. Solberg Audunsson, CEO of Takumi, breaks down what is behind the follower count, how to think about and tackle fraud and what tools are available to advertisers today to reduce waste at various points in the pipeline. **** As presented at the Influencer Marketing Show: https://performancein.live/influencer-marketing-show/

Solving the $500 Million Influencer Fraud Problem

PerformanceIN

The rush to cash in on the promise of influencer marketing created a mounting problem of fraudulent activities and fake followers by so-called influencers. It now needs the industry's full focus to be solved. InfluencerDB CEO Robert Levenhagen speaks about how we got to this challenging situation and how the industry - and especially brands - can address the issue when working with influencers. *** As presented at the Influencer Marketing Show: https://performancein.live/influencer-marketing-show/ ****

Scale, Adapt and Scale Again - Growth Hacking Your Performance Campaign

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Want to get fast results? To be fair, the answer is easy - create fast processes. With high-tempo inputs, you get high-tempo results. However, putting this into practice is harder. Growth hacking isn’t just about doing things faster; it’s about determining success as fast as possible to enable decisions to scale up, or cut down - then move on. Discover how MVF manages high-performance teams that need to scale, adapt, then scale again and learn the three core principles Pieter has used to build a performance marketing culture.

Influencer Marketing Without the Proper Checks & Transparency will Not Work.

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Hear from Alex Frolov the CEO of HypeAuditor as he takes you all on a journey of how AI can be used to audit Instagram influencers. For influencer marketing to work it has to be transparent, authentic and compliant. Join this session to learn from examples how HypeAuditor audits Instagram influencers in a quick, easy & efficient way. ***** As presented at the Influencer Marketing Show: https://performancein.live/influencer-marketing-show/

How to Build an Organic Influencer Marketing Programme

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Influencer Marketing is most often talked about in the context of paying influencers to promote a brand or product, usually on Instagram. But influencers come in a variety of shapes and sizes and brands can work with influencers in wide variety of ways beyond paid promotion. In his talk, Alistair will be foucsing on how to build an organic influencer programme from objective-setting, through to influencer identification, outreach and evaluation and how to employ elements of content marketing and employee advocacy in your strategy ***** As presented at the Influencer Marketing Show: https://performancein.live/influencer-marketing-show/

How to Build a World-Class High-Performance Culture

PerformanceIN

Robert Glazer’s company, Acceleration Partners, has won numerous awards for their workplace culture and employee happiness, most recently #4 on Glassdoor’s Employees’ Choice Awards. Glazer attributes this success to the introduction of Company Core Values and a rigorous hiring process. Once employees are hired, care is taken to nurture staff both professionally and personally, while continuously evaluating their fit as the company grows. This 360⁰ approach has led employees to proclaim “I don’t know why I’d ever leave.” Glazer will share the evolution of these practices and his nontraditional approaches such as the Capacity/Experience Paradox, Mindful Transitions, and the Work-Life Paradigm. As presented at PI LIVE 2018 - Europe's premier Performance Marketing Conference - https://performancein.live

CRO is Dead: Mapping the future with Customer Journey Optimisation

PerformanceIN

The bell tolls for Conversion Rate Optimisation. As acquisition becomes more expensive, consumers become more demanding and competition becomes even more aggressive, the time when simple optimisations for a conversion rate would be enough is long gone. Today's retailers are setting their sights on something broader: the mindset that maps and evaluates the whole customer journey, adapting it continuously in order to enhance the customer experience and deliver on multiple goals, from lead generation to customer lifetime value. That methodology is called Customer Journey Optimisation, and in this swift 30 minutes you'll learn: How focusing on ‘CRO as usual’ could be harming you What Customer Journey Optimisation is How to apply Customer Journey Optimisation to your e-commerce activity

Context Is Everything

PerformanceIN

Whether you’re a publisher or advertiser, the right context makes all the difference to how users interact with your messages. Discover the effect context has on our brain, consumer behaviour and conversion rates. We’ll present fresh evidence from the fields of neuroscience, behavioural psychology and linguistics. Learn how you can create environments to enable context to work in your favour, and increase engagement. As presented at PI LIVE 2018 - Europe's premier Performance Marketing Conference - https://performancein.live

14 Landing Page Tips to Action Today to Make More Money

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The Landing Page Guys run through unique conversion tips that you can implement to increase success on your conversion funnels. They will breakdown the most crucial elements of a landing page and most importantly show you some actionable takeaways to improve your conversions. Having built over 3000+ landing pages they know what converts and will be sharing their inside secrets and tips with you live on stage. As presented at PI LIVE 2018 - Europe's premier Performance Marketing Conference - https://performancein.live

Brands with Pride - Influencer Marketing

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Buyers and sellers; customers and users? Pure product diluted by being cut too many times, kingpins making serious money, foot soldiers getting by... Lead generation is a serious business, while the similarities with some of the dealings on shows like 'The Wire' are uncanny. Beyond the numbers there are people - contacts to be made - but only if you can find them. As managing director of RS Data Tech, Owen Roberts has learned that to play ball in the lead generation space, you need to be quick with numbers and well-versed in the art of the acronym. This session will cover the metrics that make the difference between winning and losing at lead generation, and the value of analytics in gaining trust. Owen will cover off where the power lies, the key players and how you become part of their circle.

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1. Getting Social Publishers to work for you Chris Brown & Laura Middleton

2. Introduction • Looking at the new phenomenon that are social media publishers • Looking at • Who they are • What they do • How they do it • How to work with them • Challenges & Future

3. Who am I? - Chris • Chris Brown, Director and founder of Clockwork Affiliates • Almost 12 years working in affiliate marketing • Started in March 2005 • Managed a variety of programs over the years • Currently working with 3 or 4 brands that have seen the impact of social media publishers over the last 12-18 months

4. Who am I? - Laura • Founder of Social Publisher The Office Rocks • Finalist for 'Best Newcomer' at the Performance Marketing Awards 2016 • Grown from dining room table business to a team of 9 within 16 months • Generating over 2million clicks per month to a variety of retailers

5. Stats – The phenomena of the social publishers • Very little traffic & revenue in 2014 • Huge increase in 2015 with traffic increasing by over 2000% • Revenue by 1600% • 2016 to date has seen a 45% increase in traffic and 42% increase in revenue • We still have Q4 to go 2014 2015 2016 Social Publishers Performance Revenue Clicks *Stats are based on access to performance of a few programs active within the social publishers ** 2016 is Jan to Sept 30th 2016

6. Who are these Social publishers • Bump, Baby & You https://www.facebook.com/bumpbabyandyou/ • Ashleigh Money Saver https://www.facebook.com/AshleighMoneySaver/ • Bargain Hub https://www.facebook.com/CheapKidsDeals/ • Moneysaving mummy https://www.facebook.com/MoneySavingMummy0 • Breaks in the lakes https://www.facebook.com/lakedistrict.offers/ • 10 ways https://www.facebook.com/10ways/ • Your Wedding Hub https://www.facebook.com/yourweddinghubUK/ • Extreme Couponing https://www.facebook.com/couponmumuk/ • Bargain Buys 4 Busy Mums (group) https://www.facebook.com/BargainBuysForBusyMums/

7. What do they do? • Grow large, niche social media audiences • High volume promotional posts 7 days a week • Promote relevant products & services directly via posts onto social networks • Mainly seen on Facebook via pages & groups but also on Twitter & Pinterest • Posts are a mixture of specific products and general retailer promotions • Traffic is sent directly to the retailer and is largely mobile

13. How to work with Social Publishers • Do some research • Listen to the publisher • Don’t expect them to just push your offer • Be open to promotional opportunities available with tenancy spend • Trust the publisher to know their audience • Communicate relevant offers, deals and any changes • Understand their peaks and spikes in traffic

14. Challenges & Future • Getting advertisers, networks & agencies to understand the benefits of working with Social Publishers • Understanding the value of the large traffic volumes • Tracking & Reporting Issues • Conversion rates low compared to average • Sales not often tracked due to cookie dropping issues on mobile • Sales that are tracked are often declined or rejected for not being last referrer • Challenge to understand the value of the social publisher in the sale journey – attribution modelling • Challenge for networks to improve tracking and integration with retailer 3rd party tracking • Facebook Algorithms

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