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.

1. The Affiliate 2.0 Litmus Test
Moderated by Stephanie Agresta
Stephanie Agresta Consulting

2. Panel Introductions
Stephanie Agresta, CEO, Stephanie
Agresta Consulting (Moderator)
Glenn Meyers, Founder and CEO,
myTriggers.com
Wayne Porter, Co-founder,
ReveNews.com
Tim Storm, CEO, FatWallet, Inc.
Andrew Weinreich, CEO, MeetMoi.com

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. 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. At-A-Glance
Web 1.0 Web 2.0 What Is
Web 2.0
DoubleClick --> Google AdSense
Design
Ofoto --> Flickr Patterns
Akamai --> BitTorrent and
mp3.com --> Napster Business
Models for
Britannica Online --> Wikipedia
the Next
personal websites --> blogging Generation
evite --> upcoming.org 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. Glenn Meyers, Founder and CEO,
myTriggers.com

7. What is myTriggers.com?
 myTriggers.com is the future of web based comparison
shopping. Our model eliminates click fraud and skewed
search results, delivering high converting traffic to our
merchants.
 myTriggers.com 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. How Does it Work?
 myTriggers.com 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, myTriggers.com 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. myTriggers.com 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. Target Your Specific User-base
We offer a variety of campaign choices
powered by myTriggers.com
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. Samples of the Pre-built controls with
varied content, size and function

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. Flyfish.com Marketplace Powered by myTriggers
The Only CPA Based CSE API Available

14. VIBE.com Mall Powered by myTriggers.com
The Only CPA Based CSE API Available

15. Wayne Porter, Co-founder,
ReveNews.com

16. Web 2.0 Example SLV
 SecondLifeVideo.com (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. Web 2.0 Example SLV
Key Value Drivers SecondLifeVideo.com
Research
Atypical community formation
Sample META DATA
Video Rating
RSS
Tags
Widgets
API (In Build)

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. 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. Web 2.0 Example SPG
SpywareGuide.com
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. 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. 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. Tim Storm, CEO,
FatWallet, Inc.

24. Andrew Weinreich, CEO,
MeetMoi.com

25. MeetMoi – Mobile Social Networking
Mission Statement
To create the largest mobile dating
community.

26. What is Web 2.0?
Web 2.0. New implementations of old ideas.
Built differently
Distributed differently
New Cost Structures

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. 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. 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. Mobile Dating Offered to Traditional
Affiliates

31. Community Pages
Viral Marketing.
No revenue share. Cool Factor.

32. New Types of Affiliates

33. Q & A with the Panel

34. Thank You 2.0