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Affiliate Program
      Management:
  Launch & Maintenance

          Kim Salvino, Chateau 20
           Amy Ely, Under Armour
      Karen Garcia, GTO Management
Geno Prussakov, AM Navigator & AMDays.com
Agenda
•   Introduction
•   Step 1: Assess Program Goals & Reputation
•   Step 2: Evaluate the Competitive Landscape
•   Step 3: Build A Strong Foundation
•   Step 4: Confirm Tracking & Reporting
•   Step 5: Review Your Affiliate List
•   Step 6: Develop A Communication Plan
•   Step 7: Launch!
•   Step 8: Maintenance
•   Final Thoughts
Introduction
Avoid Being…
 a) Shallow
 b) Bland




     Introduction
Step 1

Assess Program Goals &
      Reputation
What Are Your Goals?




Source: http://www.moviefanatic.com/gallery/scrat-in-ice-age-continental-drift/
Program Goals:
   Establish Baseline KPIs
• Data, data, data….
• It’s not just the total number of affiliates
• Where does affiliate sit in the ecommerce revenue
  stream?




          Step 1: Assess Program Goals & Reputation
Reputation:
 Assess Where You Stand
• Google search, forum search, affiliate survey
• Google alerts – set for you and competitors
• Accept the positives. Address the negatives.




          Step 1: Assess Program Goals & Reputation
Step 2

Evaluate the Competitive
       Landscape
Competitive Landscape:
    How Do You Compare?
•   Commission rate
•   Cookie length
•   Conversion rate
•   Creative suite
•   Feeds and tools
•   Terms and conditions




           Step 2: Evaluate the Competitive Landscape
Step 3

Build A Strong Foundation
Strong Foundation:
Program Agreement
       (avoid confusion)


It is not the same as the affiliate
       network’s agreement!




      Step 3: Build A Strong Foundation
Strong Foundation:
Program Agreement
      (don’t fall prey)




   Step 3: Build A Strong Foundation
Strong Foundation:
  Program Agreement
            (don’t fall prey)


 Merchant naïvete -- loss of defensive
behaviors and adaptations needed to
       deal with “predators”



         Step 3: Build A Strong Foundation
Strong Foundation:
        Program Agreement
                     (7 areas to cover)
1.   Coupon & discounts policy
2.   Trademark policy
3.   Search engine marketing rules
4.   Policies on loyalty affiliates
5.   Email marketing terms
6.   Social media, reviews, endorsements
7.   Toolbars, adware & parasitic behavior



                Step 3: Build A Strong Foundation
Strong Foundation:
      Program Agreement
                     (structure)
1. Foreword (including your contact info)

2. Summary (outlining the main points)

3. Full agreement




              Step 3: Build A Strong Foundation
Strong Foundation:
       Program Agreement
                          (sobering truth)




 “How often do you read
the program agreement?”




                 Step 3: Build A Strong Foundation
Strong Foundation:
       Creative Selection
Banners(and text links!)
• Cover the common sizes
• Include sizes to replace AdSense units
• Analyze what works for competitors
• Create affiliate-friendly banners
• Deep text links to boost conversion

Additional Resources
• Well categorized, regularly updated data feed


              Step 3: Build A Strong Foundation
Strong Foundation:
          Creative Selection
Banner Sizes

•   468×60 px – 2-5 banners (AdSense too)
•   125×125 px – 2-5
•   120×600 px – 2-5  AdSense size
•   88×31 px button – 2-5  overlooked opportunity!

•   160×600 px – 2-3  AdSense size
•   120×240 px – 2-3
•   234×60 px – 2-3
•   254×331 px – 2-3
•   728×90 px – 2-3  AdSense size

• 720×300 px – 1-2
• 300×250 px – 1-2

                  Step 3: Build A Strong Foundation
Strong Foundation:
       Creative Selection
Competitor’s Banners

Do analyze,
but beware of
skewed metrics!




             Step 3: Build A Strong Foundation
Strong Foundation:
         Creative Selection
Common Banner Mistakes

1.   Poor graphics
2.   Unreadable font
3.   Phone number/URL
4.   Excessive animation
5.   Missing CTA
6.   Poor contrast
7.   No line around edge


               Step 3: Build A Strong Foundation
Strong Foundation:
 Creative Selection
         Good Examples




   Step 3: Build A Strong Foundation
Strong Foundation:
Program Support Content
           (FAQs, blog, social media support)
• Think like an affiliate and anticipate questions
• Share key information
• Search engine friendly copy and content




               Step 3: Build A Strong Foundation
Step 4

Confirm Tracking &
   Reporting
Tracking & Reporting
      Test, Test, Test….
• Test shopping cart in all major browsers
   o IE, Firefox, Chrome, Safari
• Complete a test purchase
   o Confirm tracking and reporting are working
   o Test with third party payment systems –
     PayPal, Google Checkout, etc.
• Check each network
   o Ensure transactions across networks track properly

         **AFFILIATES WILL TEST YOUR TRACKING**
         Make sure it’s right BEFORE they find errors


              Step 4: Confirm Tracking & Reporting
Tracking & Reporting
         Mobile Ready
•   Add Safari to the list of browsers to test
•   Safari and Chrome = most widely used on mobile
•   NO FLASH, as not all mobile devices support flash
•   Ensure your cookie works in mobile




              Step 4: Confirm Tracking & Reporting
Step 5

Review Your Affiliate List
Affiliate List
    Review Current Partners
•   Check your placement on their site
•   Understand how they’re promoting you
•   Ensure compliance with Ts & Cs
•   Ask others about their reputation
•   Consult your network or OPM
•   Use search engines and forums to review positive
    and negative feedback




                Step 5: Review Your Affiliate List
Step 6

   Develop A
Communication Plan
Communication Plan
      Intro & Ongoing
• Getting Started
  o Introductory newsletter and feedback request
  o Announce in forums and social media
• Make A Plan For Continued Communication
  o Newsletter content and cadence
  o Forum and social media involvement

                  …Most of All…
        Provide full contact details and be
 approachable, genuine and responsive to affiliates

           Step 6: Develop A Communication Plan
Step 7

Launch!
Step 8

Maintenance
Maintenance
                   Growth
• Consistent and timely review of applications
   o Approval rubric

• Develop and implement a marketing calendar
   o Go beyond the holidays
   o Motivate your affiliates to participate

• Ongoing Recruitment
   o What is your target market?
   o Where do they live online?
   o Who can get you in front of them?

• Activate your current affiliate base



                           Step 8: Maintenance
Maintenance
Ongoing Communication
• Reply to affiliate questions promptly
• Affiliate requests: can you go above and beyond?
• Newsletters
   o Include important information succinctly
   o Do not waste your affiliates’ time
   o What’s working? What’s not?

• Review all affiliate-facing content regularly
   o Merchant site landing page
   o Network landing page
   o All application related emails

• Your FAQ is a living document


                           Step 8: Maintenance
Maintenance
           Creatives & Feeds
• Avoid the Valentine’s Day Turducken
   o It’s January…what holiday banners do you have up?

• Keep tabs on your demographics
   o Has your target demographic changed?
   o Has a new product or service expanded your customer scope?

• Data feeds
   o Automation ensures regular updates
   o Review all feeds regularly from an affiliate perspective

• Ask Your Affiliates What They Want




                           Step 8: Maintenance
Maintenance
    Ongoing Affiliate Review
Continue to review your current partners (look familiar?)
•   Check your placement on their site
•   Understand how they’re promoting you
•   Ensure compliance with Ts & Cs
•   Ask others about their reputation
•   Consult your network or OPM
•   Use search engines and forums to review positive and negative
    feedback
Plus…
• Utilize network segmentation tools
• Look for simple suggestions to help


                   Step 5: Review Your Affiliate List
Maintenance
                  Compliance
• Ensure your policies are clear
   o Repeated infractions could be a sign of unclear verbiage

• Have a plan
   o What is the procedure for dealing with offenders?

• Send regular reminders
• Available Tools
   o Available network data can be useful, but often isn’t enough
   o Screenshots are your friend
   o Plus plenty of compliance resources…




                          Step 8: Maintenance
Maintenance
         Compliance
…speaking of compliance with program terms….




  Agreement gives you a foundation, but is no
substitute for policing & compliance enforcement
               Step 8: Maintenance
Maintenance
    Tools for Policing Compliance
In Paid Search Campaigns:
•   iTrademarkBidding – itrademarkbidding.com
•   Brandverity PoachMark – brandverity.com/poachmark
•   SearchMonitor – thesearchmonitor.com/affiliate_monitor
•   AdGooroo Trademark Insight – adgooroo.com

In Domain Names:
• CitizenHawk – citizenhawk.com




                     Step 8: Maintenance
Final Thoughts
           + Key Takeaways
   Set clear goals and measures of success
   Ensure the program is (and remains) competitive
   Build a strong foundation (terms, creative, support)
   Confirm (and continually test) tracking/reporting
   Design and carry out a solid communication plan
   Review (and continue to review) your affiliate list
   Monitor compliance and create an action plan

 Be responsive, proactive, build strong relationships
and use feedback to grow and support your program


                        Final Thoughts
Additional Resources
                        Resources:
  Web Sites & Podcasts: Merchant ABCs & Geekcast.fm
                AMNavigator.com/TOS.html
  Book: Affiliate Program Management: An Hour a Day
eBook: How to Start and Run a Profitable Affiliate Program
      http://merchantabcs.com/free(free today!)

                   Find Us On Twitter
               Kim Salvino @kim_salvino
                     Amy Ely @aely
              Karen Garcia @karengarcia
              Geno Prussakov @eprussakov

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Affiliate Program Management: Launch & Maintenance

  • 1. Affiliate Program Management: Launch & Maintenance Kim Salvino, Chateau 20 Amy Ely, Under Armour Karen Garcia, GTO Management Geno Prussakov, AM Navigator & AMDays.com
  • 2. Agenda • Introduction • Step 1: Assess Program Goals & Reputation • Step 2: Evaluate the Competitive Landscape • Step 3: Build A Strong Foundation • Step 4: Confirm Tracking & Reporting • Step 5: Review Your Affiliate List • Step 6: Develop A Communication Plan • Step 7: Launch! • Step 8: Maintenance • Final Thoughts
  • 4. Avoid Being… a) Shallow b) Bland Introduction
  • 5. Step 1 Assess Program Goals & Reputation
  • 6. What Are Your Goals? Source: http://www.moviefanatic.com/gallery/scrat-in-ice-age-continental-drift/
  • 7. Program Goals: Establish Baseline KPIs • Data, data, data…. • It’s not just the total number of affiliates • Where does affiliate sit in the ecommerce revenue stream? Step 1: Assess Program Goals & Reputation
  • 8. Reputation: Assess Where You Stand • Google search, forum search, affiliate survey • Google alerts – set for you and competitors • Accept the positives. Address the negatives. Step 1: Assess Program Goals & Reputation
  • 9. Step 2 Evaluate the Competitive Landscape
  • 10. Competitive Landscape: How Do You Compare? • Commission rate • Cookie length • Conversion rate • Creative suite • Feeds and tools • Terms and conditions Step 2: Evaluate the Competitive Landscape
  • 11. Step 3 Build A Strong Foundation
  • 12. Strong Foundation: Program Agreement (avoid confusion) It is not the same as the affiliate network’s agreement! Step 3: Build A Strong Foundation
  • 13. Strong Foundation: Program Agreement (don’t fall prey) Step 3: Build A Strong Foundation
  • 14. Strong Foundation: Program Agreement (don’t fall prey) Merchant naïvete -- loss of defensive behaviors and adaptations needed to deal with “predators” Step 3: Build A Strong Foundation
  • 15. Strong Foundation: Program Agreement (7 areas to cover) 1. Coupon & discounts policy 2. Trademark policy 3. Search engine marketing rules 4. Policies on loyalty affiliates 5. Email marketing terms 6. Social media, reviews, endorsements 7. Toolbars, adware & parasitic behavior Step 3: Build A Strong Foundation
  • 16. Strong Foundation: Program Agreement (structure) 1. Foreword (including your contact info) 2. Summary (outlining the main points) 3. Full agreement Step 3: Build A Strong Foundation
  • 17. Strong Foundation: Program Agreement (sobering truth) “How often do you read the program agreement?” Step 3: Build A Strong Foundation
  • 18. Strong Foundation: Creative Selection Banners(and text links!) • Cover the common sizes • Include sizes to replace AdSense units • Analyze what works for competitors • Create affiliate-friendly banners • Deep text links to boost conversion Additional Resources • Well categorized, regularly updated data feed Step 3: Build A Strong Foundation
  • 19. Strong Foundation: Creative Selection Banner Sizes • 468×60 px – 2-5 banners (AdSense too) • 125×125 px – 2-5 • 120×600 px – 2-5  AdSense size • 88×31 px button – 2-5  overlooked opportunity! • 160×600 px – 2-3  AdSense size • 120×240 px – 2-3 • 234×60 px – 2-3 • 254×331 px – 2-3 • 728×90 px – 2-3  AdSense size • 720×300 px – 1-2 • 300×250 px – 1-2 Step 3: Build A Strong Foundation
  • 20. Strong Foundation: Creative Selection Competitor’s Banners Do analyze, but beware of skewed metrics! Step 3: Build A Strong Foundation
  • 21. Strong Foundation: Creative Selection Common Banner Mistakes 1. Poor graphics 2. Unreadable font 3. Phone number/URL 4. Excessive animation 5. Missing CTA 6. Poor contrast 7. No line around edge Step 3: Build A Strong Foundation
  • 22. Strong Foundation: Creative Selection Good Examples Step 3: Build A Strong Foundation
  • 23. Strong Foundation: Program Support Content (FAQs, blog, social media support) • Think like an affiliate and anticipate questions • Share key information • Search engine friendly copy and content Step 3: Build A Strong Foundation
  • 24. Step 4 Confirm Tracking & Reporting
  • 25. Tracking & Reporting Test, Test, Test…. • Test shopping cart in all major browsers o IE, Firefox, Chrome, Safari • Complete a test purchase o Confirm tracking and reporting are working o Test with third party payment systems – PayPal, Google Checkout, etc. • Check each network o Ensure transactions across networks track properly **AFFILIATES WILL TEST YOUR TRACKING** Make sure it’s right BEFORE they find errors Step 4: Confirm Tracking & Reporting
  • 26. Tracking & Reporting Mobile Ready • Add Safari to the list of browsers to test • Safari and Chrome = most widely used on mobile • NO FLASH, as not all mobile devices support flash • Ensure your cookie works in mobile Step 4: Confirm Tracking & Reporting
  • 27. Step 5 Review Your Affiliate List
  • 28. Affiliate List Review Current Partners • Check your placement on their site • Understand how they’re promoting you • Ensure compliance with Ts & Cs • Ask others about their reputation • Consult your network or OPM • Use search engines and forums to review positive and negative feedback Step 5: Review Your Affiliate List
  • 29. Step 6 Develop A Communication Plan
  • 30. Communication Plan Intro & Ongoing • Getting Started o Introductory newsletter and feedback request o Announce in forums and social media • Make A Plan For Continued Communication o Newsletter content and cadence o Forum and social media involvement …Most of All… Provide full contact details and be approachable, genuine and responsive to affiliates Step 6: Develop A Communication Plan
  • 33. Maintenance Growth • Consistent and timely review of applications o Approval rubric • Develop and implement a marketing calendar o Go beyond the holidays o Motivate your affiliates to participate • Ongoing Recruitment o What is your target market? o Where do they live online? o Who can get you in front of them? • Activate your current affiliate base Step 8: Maintenance
  • 34. Maintenance Ongoing Communication • Reply to affiliate questions promptly • Affiliate requests: can you go above and beyond? • Newsletters o Include important information succinctly o Do not waste your affiliates’ time o What’s working? What’s not? • Review all affiliate-facing content regularly o Merchant site landing page o Network landing page o All application related emails • Your FAQ is a living document Step 8: Maintenance
  • 35. Maintenance Creatives & Feeds • Avoid the Valentine’s Day Turducken o It’s January…what holiday banners do you have up? • Keep tabs on your demographics o Has your target demographic changed? o Has a new product or service expanded your customer scope? • Data feeds o Automation ensures regular updates o Review all feeds regularly from an affiliate perspective • Ask Your Affiliates What They Want Step 8: Maintenance
  • 36. Maintenance Ongoing Affiliate Review Continue to review your current partners (look familiar?) • Check your placement on their site • Understand how they’re promoting you • Ensure compliance with Ts & Cs • Ask others about their reputation • Consult your network or OPM • Use search engines and forums to review positive and negative feedback Plus… • Utilize network segmentation tools • Look for simple suggestions to help Step 5: Review Your Affiliate List
  • 37. Maintenance Compliance • Ensure your policies are clear o Repeated infractions could be a sign of unclear verbiage • Have a plan o What is the procedure for dealing with offenders? • Send regular reminders • Available Tools o Available network data can be useful, but often isn’t enough o Screenshots are your friend o Plus plenty of compliance resources… Step 8: Maintenance
  • 38. Maintenance Compliance …speaking of compliance with program terms…. Agreement gives you a foundation, but is no substitute for policing & compliance enforcement Step 8: Maintenance
  • 39. Maintenance Tools for Policing Compliance In Paid Search Campaigns: • iTrademarkBidding – itrademarkbidding.com • Brandverity PoachMark – brandverity.com/poachmark • SearchMonitor – thesearchmonitor.com/affiliate_monitor • AdGooroo Trademark Insight – adgooroo.com In Domain Names: • CitizenHawk – citizenhawk.com Step 8: Maintenance
  • 40. Final Thoughts + Key Takeaways  Set clear goals and measures of success  Ensure the program is (and remains) competitive  Build a strong foundation (terms, creative, support)  Confirm (and continually test) tracking/reporting  Design and carry out a solid communication plan  Review (and continue to review) your affiliate list  Monitor compliance and create an action plan Be responsive, proactive, build strong relationships and use feedback to grow and support your program Final Thoughts
  • 41. Additional Resources Resources: Web Sites & Podcasts: Merchant ABCs & Geekcast.fm AMNavigator.com/TOS.html Book: Affiliate Program Management: An Hour a Day eBook: How to Start and Run a Profitable Affiliate Program http://merchantabcs.com/free(free today!) Find Us On Twitter Kim Salvino @kim_salvino Amy Ely @aely Karen Garcia @karengarcia Geno Prussakov @eprussakov