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The Official Magazine of Affiliate Summit Issue 7 | August 2009

Walking the Walk


in Affiliate
Marketing
Interview with Lauren (aka Turbolapp) Page 7

Affiliate Marketing Industry


Ripe for Quality Effort
By Will Martin-Gill Page 10

Ten Ways to Promote


Facebook Business Pages
By Mari Smith Page 32

Affiliate Summit East


2009 Agenda Page 34

It’s All About You.com


By Ted Murphy Page 43

www.affiliatesummit.com

Table of Contents
03 Get In Your Subscribers’ 16 How Banner Advertising Can 32 Ten Ways to Promote
Address Books Now Boost Affiliate Sales Facebook Business Pages
Justin Premick Amanda Schwarz Mari Smith

04 What is the Truth, Anyway? 17 Out of Commission 34 Affiliate Summit East


Chris Brogan Lisa Picarille 2009 Agenda

05 Reduce Fraud Risk Through 18 Emotionally Charged 43 It’s All About You.com
Your Affiliate Agreement Affiliate Marketing Ted Murphy
David Naffziger Jami Gibbs
44 Chris Brogan Bio Affiliate
07 Walking the Walk in 19 7 Essentials When Making Summit East 2009 Keynote
Affiliate Marketing Affiliate Program Changes
Shawn Collins Jamie Birch 45 Peter Shankman Bio Affiliate
Summit East 2009 Keynote
10
Affiliate Marketing Industry
20 Inside Information on
Ripe for Quality Effort
Affiliate Classifying 46 All Speaker Bios
Will Martin-Gill Matt Enders
60 Multicultural Affiliate
21 The Direct to Merchant Marketing
11 Reward Sites: Asset or PPC Minefield Brian Hawkins
Liability?
Deborah Carney
Tricia Meyer
61 4 Characteristics of
23 Affiliate Fatblogging Successful Affiliate Program
12 Privacy Is Good Policy Shawn Collins Managers
David Klein Geno Prussakov
26 Why We Should All Believe
13 The Five Most Common in Trade Shows 63 Affiliates Unplugged
Missing Pieces to
Michael Sprouse
Affiliate Sites 65 Why Integration Matters for
Matt McWilliams
27 Flogging – Will Your Blog Affiliate Marketing
Be Outed? Debbie Bookstaber
14
Affiliate Software Essentials
Jason Dodd
That Support Your Business 66 People to Follow on Twitter
Nicky Senyard
29 The Workspaces of
Affiliate Marketers 68 Hilton New York Maps
Shawn Collins
FEEDFRONT MAGAZINE | AUGUST 2009 | 1
Issue 7 | AUGUST 2009
FeedFront Editors’ Note – 7th Issue

Training Your Mind and Body
STAFF
Co-Editors in Chief
Missy Ward, Shawn Collins

Co-Publishers
Missy Ward, Shawn Collins

Contributing Writers
Jamie Birch, Debbie Bookstaber, Chris Brogan,
Deborah Carney, Shawn Collins, Jason Dodd, Matt
Enders, Jami Gibbs, Brian Hawkins, David Klein,
Will Martin-Gill, Matt McWilliams, Tricia Meyer,
Ted Murphy, David Naffziger, Lisa Picarille, Justin
Premick, Geno Prussakov, Amanda Schwarz, Nicky
Senyard, Mari Smith, Michael Sprouse and Missy
Ward

Graphic Design
Lynn Lee Design

Missy Ward & Shawn Collins,


Magazine Coordinator FeedFront Co-Editors in Chief
Amy Rodriguez

Affiliate Summit It’s an exciting time for affiliate marketers their efforts to live a healthier and more
1253 Springfield Avenue, Suite 327 with all indicators pointing to the growth of productive lifestyle.
New Providence, NJ 07974-1935 our industry.
tel (908) 364-2767 Whether you’re a cubicle warrior in an office;
fax (908) 364-4627
Each day, as the affiliate marketing industry work from home or from Starbucks, you
expands, competition heightens. To be may also enjoy The Workspace of Affiliate
Articles in FeedFront Magazine are the opinions
successful, an affiliate marketer must be on Marketers, (p. 29) where we examine the
of the author and may not necessarily reflect the
the forefront of unique and effective ways sacred spaces where all things are possible.
views of the magazine, or its owners. FeedFront
Magazine always welcomes opinions of an
to market online. This requires creativity,
opposite nature.. and a lot of it. As athletes train their body and mind for
maximum sports performance; marketers
For more information, visit: www.FeedFront.com A fascinating study that appeared in the need to prepare the same in order to keep
January, 2002 issue of the Physical Educator a competitive edge in the fast-paced world
Interested in advertising? Please visit http:// concludes that there is a constructive of business.
feedfront.com/advertising/ or email us at: relationship that exists between the creative
contact@feedfront.com thought process and physical fitness. Is your body and mind prepared to be
Additionally, research form a McCoy and successful?
Evans study in 2002 indicates that physical
environment also plays a role in fostering Missy Ward & Shawn Collins
creativity. FeedFront Co-Editors in Chief

In this issue, we explore the categorical


effects of physical fitness on affiliate
marketers in our cover story, Walking the
Walk (p. 7) and in Affiliate Fatblogging
(p. 23). In both articles, affiliate marketers
discuss the role of physical fitness in
Get In Your Subscribers’
Address Books Now By Justin Premick
Essentially, Yahoo! is making it easier Given a choice between viewing “all”
for users to do the same thing with email, and only email from preferred
emails that we all do with our postal sources (like your contacts), which
mail - we look through for messages one are you going to spend time in?
from friends, family and other
people we know and put it in an “A” To take a “tree falling in the forest”
pile that we actually read, and we view of it, if an email goes to an
take everything else and put it in a inbox, but nobody ever looks at that
“B” pile that we typically don’t read. particular inbox, is it really delivered?
If you think about it, as more
Many of us already do it with email programs implement tools
email, too, by using filters - but up like Yahoo!’s and the email that’s
until now we had to set those up important/relevant to the recipient
manually. It’s not hard to do, but it is ends up in a “contacts” inbox, the
Justin Premick an extra hoop that most email users “default” inbox really becomes more
wouldn’t jump through. of a “junk” folder than an inbox.
The writing is on the wall for
marketers who aren’t getting A one-click filter like the one Yahoo! And none of us want to end up
subscribers to add them to their has created makes faster email there. Right?
address books. filtering accessible to even novice
users. Don’t be surprised if you see
Soon, if you’re not in there, it’ll other email programs do something
be even easier for customers and similar. Justin Premick is the Director of
prospects to ignore your email Education Marketing at AWeber and
marketing campaigns. you can find more email marketing
Make Sure Your Email Doesn’t Get tips from him at http://affsum.aweber.
Filtered Out
On their official blog, Yahoo! Mail com/blog.
It is vital that you get subscribers to
announced that users can now put you in their address book, but
toggle from viewing all mail to only how?
mail from their contacts. 1. Ask on your thank you page.
2. Ask in your welcome email (and
“You get a lot of emails, some good maybe other emails).
(from friends, family, even favorite 3. Build a relationship with
interests that you’ve added to your subscribers.
Address Book), and a lot of not-so-
important emails (special offers, The Inbox is Shrinking
newsletters, emails you rarely read).” One could argue that this Yahoo!
move is effectively creating multiple
So they’ve introduced a way to inboxes - one with all email and one
quickly separate those “important” only with email from contacts.
emails from the “not-so-important”
ones.

FEEDFRONT MAGAZINE | AUGUST 2009 | 3


By Chris Brogan

What Is the Truth,


Anyway?
An excerpt from “Trust Agents: Using the Web to Build
Influence, Improve Reputation, and Earn Trust”
Chris Brogan

The way people use the Web is The Lying Game; by that time, he had strong level of trust among his online
constantly changing. People have already borrowed tens of thousands of community. In the United Kingdom,
become more wary of where the dollars from people who believed him JP Rangaswami is managing director
information they receive comes from, to be the real thing. As for Joe Pistone, of BT Design for BT Group. His blog,
and with good reason. We read articles his true identity was never exposed (that Confused of Calcutta, is often about
about how the person beside us at the is to say, until the FBI revealed it). This cricket, music, food, and many things not
bar ordering the Miller Genuine Draft is enabled him to eventually send more related to a major telecommunications
actually a paid “buzz generator.” We read than 100 members of the New York Mob company; yet, because of his stories and
product reviews on the Web, believing to prison, striking a serious blow to the conversational writing tone, we trust
that they are a reflection of what the Mafia. How would he have done this Rangaswami and have a positive opinion
reviewers think of the product—only in the twenty-first century, with much about BT.
to find out that products returning a of our communication going through
higher cut of the profits are always rated digital channels? Obliterating an identity Those who are most familiar with
higher than products that are perhaps online as well as in the real world is the digital space—we refer to them
superior in quality. We know how less- extremely difficult at best. as “digital natives”—have become
than-honest advertisers and marketers accustomed to a new level of
work to influence us. We realize that It’s difficult to reach out and do business transparency. They operate under the
those few lazy reporters in our media with people using the Web. This is assumption that everything they do will
who just report on whatever a PR firm especially true in an environment where eventually be known online. Realizing
tells them without follow-up offer poor trust isn’t previously established and they are unable to hide anything, they
reporting. We are living in an age where where the prospective customer has choose not to try. Instead, they leverage
the financial collapse of 2008 and 2009 access to far more information about the way the Web connects us and ties
shook our trust in our entire financial your organization, products, and services our information together to help turn
system, compromised the viability of than ever before. transparency into an asset for doing
our retirement funds, and sent massive business.
waves of distrust through London, New How Humans Shape the Web
York, and beyond. Although the general public’s level of
mistrust is at an all-time high, there Chris Brogan is President of New Marketing
It is unclear in an age in which are individuals and companies who do Labs, a social media agency and education
technologies such as Google prevail over successfully use the Internet to establish company and blogs on ChrisBrogan.com
almost all information whether either levels of trust in the communities
of the two gentlemen discussed earlier where they operate. In the technology
would have been able to pass as the sector, a person such as Robert Scoble
people they did for so long. Conway’s (circa Microsoft days) stands out as
elaborate Stanley Kubrick impersonation someone who, by the nature of how
was eventually discovered as a fraud and he communicated about his formerly
exposed on television in a series called faceless company, developed a

4 | AUGUST 2009 | FEEDFRONT MAGAZINE


Reduce Fraud Risk Through
Your Affiliate Agreement
By David Naffziger

David Naffziger

The majority of affiliates create value for in the future, this clause may provide Once you’ve conclusively identified fraud,
their merchant partners, however most additional protection. give yourself the ability to deny or reverse
affiliate programs have been subjected to those payments. Keep in mind that these
fraud at some point. Affiliate fraud can take terms should only be used if fraud is
Handling Trademark Bidding
many forms; it can be outright transaction legitimately suspected, not as a tool to
If you prohibit trademark bidding, require
fraud or other illegal activity, manufactured manage disagreements with affiliates.
your search affiliates to add your brand
leads, misled consumers or traffic from
terms to their list of negative keywords. The
prohibited sources. Your affiliate agreement is an excellent tool
search engines aggressively broad match
for managing your fraud risk; however it is
and some affiliates take advantage of this
The networks do a good job providing basic only one aspect of a comprehensive fraud
to comply with your policy (not bidding
legal protections against these activities, prevention program that includes affiliate
on brand terms), while getting their ads
but merchants should use their own affiliate application review, regular communication
shown for searches on your brand. Negative
agreements to ensure maximum protection. and abuse monitoring.
keywords provide the cleanest method for
ensuring that affiliates do not advertise on
The supplemental affiliate agreement fulfills Make sure you consult legal counsel as you
your prohibited terms.
multiple roles, but there are several aspects craft or modify your affiliate agreement.
of that agreement important to protecting
your program from fraud: Delay or Deny Fraudulent Payments
Affiliate fraud is frequently perceptible in
the data provided by the affiliate networks. David Naffziger is CEO of BrandVerity, a firm
Identify Allowable Marketing Techniques
Sharp changes in affiliate performance or that detects affiliate violations of merchant
Affiliates use a variety of techniques to
unusually high conversion rates can be early paid search policies.
market your program including email
indicators of a fraudulent affiliate. However,
campaigns, paid search, organic search,
this data is rarely enough to conclusively
desktop software, incentivized programs
determine fraud. Credit card fraud can take
and even offline advertisements or pitches.
weeks to surface. Other forms of abuse
Your agreement should consider each of
such as trademark poaching or spyware
these techniques and describe in plain
take time to collect the evidence necessary.
English which techniques are allowed in
your program.
Give yourself the right to delay payments
if you suspect fraud. Don’t allow pressure
Provide generic statements that can be
to finalize your payments prevent you from
applied to marketing techniques used
making a good decision about suspected
in the future. A common approach is to
fraud. Delayed payments give you the
prohibit marketing campaigns deemed to
opportunity to fully research the suspicious
be detrimental to the merchant’s brand. If
activity and collect the data needed to deny
an unsavory technique is used by an affiliate
or reverse payments.

FEEDFRONT MAGAZINE | AUGUST 2009 | 5


Lauren, turbowalkstation.com

Walking the Walk in Affiliate Marketing


By Shawn Collins

If you’ve spent any time at WickedFire.com, you’ve probably come across


“turbolapp”, one of the moderators and active members on the forum.

Outside of Wicked Fire, “turbolapp” is a Texas-based affiliate marketer


named Lauren who works while walking on a treadmill, which she has
dubbed the “ Turbostation.”

FeedFront’s Co-Editor-in-Chief, Shawn Collins, recently talked with Lauren


about her treadmill desk, why she works while walking on a treadmill, how
to make your own treadmill desk, and her fear of ending up on YouTube.
Shawn: How did you get started with exercising on the Treadmill hangs off a wall mount with a wireless keyboard and mouse.
Desk?
Shawn: How long have you been posting your exercise
Lauren: I was 9 months pregnant lounging on the couch (my information on turbowalkstation.com?
favorite place to be at that time) flipping through channels and I
came across a special on 20/20. They were interviewing Dr. Levine Lauren: Actually, the stats posting all started with Twitter. With
from the Mayo Clinic about his in depth research of NEAT (Non- the recent upgrade of the Turbostation (that’s what I call my walk
Exercise Activity Thermogenesis). station) I was way pumped about it. I kept Tweeting about my
stats on my @Turbolapp Twitter account. My fellow Tweeters
You know all those funny stats like: you burn 130 calories were supportive, bless their hearts, but I know I was getting
vacuuming...9 calories kissing? That’s NEAT. annoying constantly Tweeting stuff like :”ZOMG I JUST BURNED 1K
CALORIES!!11!”
His idea was that if we could subtly increase NEAT in our daily
lifestyles, then we would burn a lot more calories. He (literally) Not wanting to alienate my followers, I decided it would be more
brought his lab to a corporate office setting and had the employees appropriate to create a new Twitter account just for my Turbostats
walk on the treadmill all day at 1-2 mph. and treadmill desk related stuff. So the @Turbostation Twitter
account was born and I just kinda went crazy on it with all the stats
If you think about it, that’s fairly slow. Here they were, on these updates.
treadmill desks, talking on the phones, typing at the computer,
doing everything they have to do anyways for 8 hours, but they Soon, I started finding other people on Twitter that had treadmill
were doing it on a treadmill and they were burning an extra 500- desks (yeah, there are actually others out there) and we all keep
1000 calories a day. each other motivated and challenged. It’s been very instrumental.

These people had the pounds just melting away! At this point in Meanwhile, I thought, you know I’ve always wanted a blog but
the story, I just thought it was really cool. But then they interviewed never had anything to say before (that I thought people should
a woman who worked out of her home office and had decided she actually listen to, anyway. ha!) and I have friends and family that
could do the same thing with her treadmill. aren’t on Twitter, so I created the blog at turbowalkstation.com.

She just laid a table leaf over her treadmill “arms” and put her laptop It’s actually worked out well; combining the two (I have a plugin
on it. She had been doing it for a year and had lost something like that feeds my Twitter messages to my blog, so yea! Instant content!)
70lbs just walking slowly on a treadmill all day while she worked. and I get a lot of questions on Twitter like, “How do you make one
of those?”, “Why are you doing this?” and “What the hell is that?” to
By then I was looking down at my bloated belly, thinking about the which I just point them to appropriate page in my blog.
50lbs I had gained, how my back was about to give (I’ve had back
issues since I was 12), and how I had this really nice treadmill in the Shawn: Do you really get work done on there?
back room collecting dust, and thought, I could totally do this!
Lauren: I really do. Some people are mystified either because they
My husband and I went to Lowes that day and got a flat piece of just can’t picture it (there are a couple of videos on my blog for you
wood to screw down to the treadmill arms and VOILA there was skeptics out there) or they think ‘yeah, that’s nice but it wouldn’t
my first my treadmill desk! There’s even a picture of me on my blog work for my situation’.
when I was preggo and huge, just struttin’ my stuff.
Basically, your only lifestyle requirements need to be: 1. Work from
Of course, since then, there have been a few upgrades. I took away home 2. Work on a computer. That’s it. I don’t care what it is you do
the laptop, and opted instead for a PC with a 32 inch monitor that on your computer all day, if you meet those two requirements, you

8 | AUGUST 2009 | FEEDFRONT MAGAZINE


Walking the Walk in Affiliate Marketing
can do this. Lauren: No way. If anything it feels great to be challenging myself
and motivating others. When I make my progress public I feel like I
I’ve had people say, ‘yeah, but I’m a programmer and it would be have a responsibility to myself and others to keep at it.
too hard to code’. Sorry, doesn’t fly. I have a couple of friends on
Twitter that are programmers and they code at 1 mph, baby. That’s Shawn: How can people create their own Treadmill Desk?
the key.
Lauren: My hubby, Steve, was nice enough to do a video tutorial
You increase and decrease your mph depending on your work load. on my blog to help people make a treadmill desk with their own
Even at 1 mph you’re still burning an extra 100 calories an hour and treadmill. It’s all going to depend on your treadmill, but as long as
at 8 hours a day...well if you’re a programmer, I’m sure you can do it has some sort of “arms” to lay the desk on, you’re good to go.
the math. And remember there’s always the incline!
For those of you that don’t have a treadmill you can get them off of
Shawn: I read on your blog that you’ve had back problems. So, is Craigslist for cheap. I know a guy that spent 75 dollars on the whole
the treadmill desk more comfortable for you to work than sitting at thing, including the treadmill, the desk attachment, and screws.
a desk? Money shouldn’t be an obstacle.

Lauren: Totally. Sitting is about the worst thing out there you For those that have the money to burn and don’t want to DIY, there
can do to your spine. Standing is better, but it starts to hurt after a are already-made treadmill desks out there for a pretty penny (just
while. Walking is one of the best things you can do for your back. be sure to check the mph limit, some don’t go above 2.0 mph. I, for
It slowly stretches and strengthens the muscles that support your one, enjoy my options).
spine.
Shawn: Any advice for affiliate marketers that want to get in
Truth be told, this is the real reason I’m doing it. For anyone who’s shape?
ever been in chronic pain, it can be so debilitating and depressing.
I was tired of being 30 years old and feeling like I was 80. Since I’ve Lauren: Find what works for you and incorporate it into your
started walking everyday on the treadmill my pain is 99% better. I lifestyle. Keep the NEAT mentality in mind while you work. It
haven’t felt this good since I was a kid. doesn’t have to be a treadmill.

Shawn: What’s your power song (song that gets you pumped Some people use stationary bikes, others use a giant exercise ball
when exercising)? to sit on while they work at their desk (apparently the balancing on
the ball encompasses the NEAT and it’s great for the back) It doesn’t
Lauren: I don’t listen to music. I think most people listen to music matter what you do, just keep moving.
when they exercise because it’s a nice distraction from the tedious
torture they’re putting their mind and body through. I don’t need Shawn: Have you ever gotten really into something on your
a distraction. screen and then flung off the back of the treadmill?

That’s the beauty of this whole thing. I’ve always been the type to Lauren: LOL, No thank goodness. When I first started I was so
get absorbed in my work. It’s the same thing when I moved my scared I was going to be one of those people on YouTube that go
work to my treadmill. I get lost in my work and next thing I know, flying off their treadmills. I do make sure to attach that safety cord
I look down and I’ve been on for 100 minutes and burned 500 to my waistband every time, just in case.
calories.

Shawn: Any regrets about posting your progress online? Shawn is a Co-founder of Affiliate Summit and Co-Editor-in-Chief of
FeedFront Magazine.

FEEDFRONT MAGAZINE | AUGUST 2009 | 9


Affiliate Marketing Industry Ripe
for Quality Effort By Will Martin-Gill

During the past two decades, affiliate tools, including better options to target by
marketing has quietly grown into a customer and geography, and to optimize
multibillion dollar industry, with projected landing pages.
13 percent year-over-year increases through
2012[1]; making it one of online advertising’s 2. Affiliates – Build high quality sites with value-
fastest growing segments. added content, integrating links and ads in user-
friendly ways. (For example, integrate merchant
As the industry matures and the stakes links within relevant content, not around it). Use
get higher, issues of quality weigh heavily more targeted creatives and tools to engage
on affiliates and merchants alike. What users in a merchant’s product and brand. Take
kinds of traffic are affiliates sending to their advantage of landing page and geo-targeting
advertisers? Are top affiliates compensated functionality when available.
fairly? What happens when honest affiliates
must compete with those who cheat the The affiliate marketing industry stands to gain
Will Martin-Gill
system? The affiliate community should be much from increased debate and studies about
asking these questions and exploring quality quality, and ways advertisers and affiliates can
measures that can elevate the industry, lifting work together to improve metrics. The more
reputations and profits with them. day to eBay bring 44 percent more revenue stakeholders can demonstrate the quality
per click than the program average. and impact of affiliate marketing, the larger
Consider the quality implications of modern the investments merchants can make in
pay structures. Generally, the more sales Sending buyer traffic from high-quality commissions, tools and people that can drive
and leads an affiliate sends, the more likely websites with a positive marketing the industry and its best affiliates forward.
the merchant will put them in special bonus experience sets the stage for a quality
tiers and pay more. In this scenario, smaller experience on a merchant’s site. If all
affiliates who may send more valuable traffic stakeholders unite to promote quality, profits [1] Source: Jupiter Research US Online Affiliate
are undercompensated, while those who increase and perceptions of the channel Marketing Forecast, 2007 to 2012
send large volumes of lower-quality traffic improve. The following steps can help make
– some who also commit fraud – are unduly that happen:
rewarded.
1. Advertisers - Calculate and compensate Will Martin-Gill is Director, Internet Marketing for
When eBay brought its affiliate program for the value delivered by affiliates. Reward eBay, leading business development for eBay’s
in-house last year and analyzed performance and encourage by paying appropriately affiliates channel.
data, the company re-examined those for engaging users through a positive
traditional notions of affiliate marketing. experience. Some leading affiliate and ad
Traffic quality demanded attention. networks already do this. AdSense adjusts
cost-per-click payouts based on a series of
For example, the data suggested that many quality-based metrics. Amazon encourages
small affiliates, especially those with relevant quality in a way by compensating more for
content sites, actually do bring more engaged deep linking and some of its tools, which
customers and better converting traffic. it presumably has tied to better quality
Small affiliates with fewer than 100 clicks per publishers and overall results. It’s also
important to keep investing in affiliate

10 | AUGUST 2009 | FEEDFRONT MAGAZINE


Reward Sites: Asset or Liability? By Tricia Meyer
bases that can be leveraged. Whether you purchase, they often consider it the same
are a well-known or lesser-known brand, as a discount, which can lead to higher
the reward site can use its relationship purchase amounts. In many cases, it may
with its members to give your brand both even lead to a purchase where there may
exposure and credibility. not been one.

2) Most reward sites keep track of the 5) A good reward site will be able to
purchase histories of their members in quickly track down and minimize fraud.
some way. Using their databases, they can By monitoring accounts and watching
help you target particular demographics spending patterns, reward sites can often
and types of purchasers for your products. alert you to fraudulent purchases before
They know who buys shoes, kids clothes, they are even shipped. This can include
electronics, etc. stolen credit card numbers and false
information.
Tricia Meyer 3) Because reward site members watch
their accounts closely for credits, the sites The degree of benefit will, of course,
Every merchant, at one point or another, can help you pinpoint tracking issues at the depend upon the particular reward site.
has heard a horror story about cash back/ network level or even on your site. This can Talk to the cash back sites with which you
reward sites and why they shouldn’t work help you isolate particular landing pages are interested in working and ask them how
with them, however, when done properly or links that are not working before the they can help you with some or all of the
(avoiding known issues and ensuring that problem becomes widespread. above.
certain checks are in place), reward sites
can actually help grow your program. 4) Reward sites give people an extra
incentive to make bigger purchases than Tricia Meyer is the owner of the cash back
Here are five ways: they might have made otherwise. When shopping site SunshineRewards.com.
1) Reward sites have strong membership a member is getting cash back on a

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Booth #1100 @ Affiliate Summit
Privacy is Good Policy
By David Klein
David Klein

Clients frequently inquire, skeptically, as to In crafting your privacy policy, you must potential financial benefits derived from a
the necessity of posting privacy policies on provide specific disclosures for each intended database of consumer information – it makes
their websites. While some clients might use of the data, and you cannot deviate from good business and legal sense to craft a
prefer to skip that step (and expense), my the range of options granted to you in your privacy policy that is well-suited to the needs
advice is always the same: If you operate a privacy policy. of your business, and that provides your
website that collects Personally Identifiable website visitors with the information they
Information (“PII”) from end-users (name, If you want to change your privacy policy require to make an informed decision.
e-mail address, phone number, etc.), it is to allow for greater uses of the PII in your
crucial that you compose an easy-to-read database, you must contact the users that This is only a brief overview of some of the
privacy policy that you make available to are already in your database and receive legal issues associated with privacy policies.
visitors on your home page. additional consent from them. For that Remember to retain a licensed attorney to
reason, it usually makes sense to grant your draft your privacy policy.
Letting website visitors know, via your privacy business the greatest range of potential uses
policy, what PII you collect, how you intend to of the data when you first draft your privacy
use it; to whom you disclose the information policy. David O. Klein is a partner with the firm of Klein
to; and the security measures taken to Zelman Rothermel LLP in New York, NY, where
protect that PII, is not only good policy from Even where you state up-front in your privacy he practices Internet Marketing Law. He can be
a customer-relations perspective, it is also policy that you can use your end-users’ PII in reached at (212) 935-6020 or via e-mail at dklein@
required by state and federal law. various ways, that does not always grant you legal.org.
the right to such uses. For example, more
In addition to making sure that your online restrictive laws apply to the use of sensitive
data collection activities are compliant with information such as Social Security Number,
state and federal law, a well-written privacy health-related information and financial data.
policy can form a key feature of your online
business strategy. If proper disclosures are While properly collected end-user data
included in your privacy policy and above may provide your business with a valuable
the “Submit” button on your website, you can revenue stream, collecting data also imposes
monetize user data through e-mail marketing, a responsibility on your employees to
telemarketing and, where permitted by law, safeguard such data. Various state and federal
mobile/text message marketing, to end-users. statutes require that you distribute to your
employees a written manual on data security
On the other hand, if you do not properly procedures, and that you notify end-users in
inform end-users of your intention to use case of any breach of security with respect to
their data for marketing purposes, any their data.
attempt to do so would almost certainly
violate applicable law. With all the rules and regulations governing
the collection and use of PII – and given the

12 | AUGUST 2009 | FEEDFRONT MAGAZINE


5
By Matt McWilliams

The Five Most Common

Today it seems everyone has a website. them. Place them throughout your site and
You’re not everyone though; your site is your create a prominent “Testimonials Page.” If you
business. Your website should be professional don’t have any testimonials, ask your affiliate
and encourage your visitors to buy. manager if you can use the merchant’s.

Shoppers today are cynical and have more 5. FAQ Page


choices than ever. Most people will never view this page, but the
ones who do want answers; and they want
I’ve found that many affiliates are missing or them fast! Anytime someone asks something,
misusing these five critical pieces on their add it to the FAQ. Ask your friends to look
websites. Are you? at your site and think of FAQs. It will lead to
more sales, guaranteed.
1. Informational Content
Conventional wisdom tells us to get to the Any one of these missing components can
point and eliminate clutter on our site, but cost you conversions and ultimately money.
you need informational content to help Matt McWilliams Check your site and make sure that you have
convert the skeptics and less knowledgeable all of these important pieces. If you have
visitors. 3. Privacy Policy them, make sure they are thorough and up-
Is my information protected? What data are to-date.
Informational content serves two purposes. you collecting? Will I get spammed?
First, it’s a great service that customers won’t
forget, converting confused customers into These are all questions that visitors ask Matt McWilliams is the award-winning Affiliate
ready-to-buy machines. Second, a good themselves. Not having a clearly written Manager for the Learn and Master Learning
article is chock-full of keyword-rich content privacy policy that answers important Program at http://www.learnandmaster.com.
that can vault you to the top of search questions can cost you their business. In their
engines and drive substantial traffic from links eyes, you’re hiding something and must be a
from other sites. scam.

2. “Contact Us” Page A good privacy policy lets customers know


Often, the hardest obstacle to overcome is about things like cookies, your anti-spam
consumer trust. These people are about to policy, form encryption, etc. Every page on
give some serious information. You must do your website should like to your Privacy Policy
everything possible to earn their trust. page.

In Geno Prussakov’s book, “Online Shopping 4. Customer Testimonials


Through Consumers’ Eyes,” 83% of web users You may not get emails often thanking you
say a physical address gives them more for your service, but when you do get a thank
confidence than a P.O. Box. Almost all say that you, do you make use of it?
no address is a major deterrent. Geno also
notes that by a 4-to-1 margin, users prefer an The first thing you should do is to thank your
actual email to a “contact form.” customers and show genuine happiness that
you helped them. Then ask permission to
Give them every way possible to contact you, use their testimonial. About 50% of people
it clearly pays off. will let you. Testimonials are priceless trust
builders, so make sure you take advantage of

FEEDFRONT MAGAZINE | AUGUST 2009 | 13


That Support Your Business By Nicky Senyard
from the dashboard so that users can quickly get a sense of their
KPIs at a glance upon login. Merchants and affiliates should also
be able to adapt reports to their business needs through an
Application Programming Interface (“API”) or by exporting them
in Excel, CSV, TXT, or XML formats.

As for actual affiliate and merchant KPIs, reliable affiliate software


should provide analytics on creatives (impressions), landing
pages (click-through-rates), and conversions (transactions).
This depth of intelligence provides insight into the full cycle of
acquisition, allowing you to analyze where your strengths are in
the acquisition process.

Hyper-Targeting
In addition to general marketing tools such as banner and flash
ad management tools, affiliates need to be able to hyper-target
their promotions in order to maximize promotions. There are two
sides to affiliate hyper-targeting: (1) sending referrals to the most
appropriate landing page, and (2) having customizable URLs so
that affiliates can track and optimize their conversions.

Affiliates understand their traffic best; being able to choose what


landing page to send their referrals to is essential to increasing
conversions. Affiliate software that features deep linking tools
helps affiliates achieve better results by allowing them to choose
the landing URL/pages of their affiliate links. This enables the
Nicky Senyard ability to adjust their call-to-actions so that they resonate with
their customer-base.
Affiliate marketing is a symbiotic relationship between advertisers
As affiliates can generate and refer traffic from a variety of sources
and publishers, and the affiliate software that brokers that
(SEO, PPC, Twitter, etc.), it’s also important that they have access
relationship should support the needs of both parties.
to analytics that show how well each campaign converts into a
referral.
The features of an affiliate platform should offer sophisticated
tools for managing the merchant/affiliate relationship. Therefore,
Affiliate software that features custom affiliate tracking allows for
the software you choose to work with should facilitate this
the creation of tracking URLs with additional variables, such as
process with relevant reporting and proactive targeting tools.
keywords or campaign IDs. With these custom URLs, affiliates can
then monitor how well each campaign is converting and optimize
Relevant Affiliate Reporting
their efforts accordingly.
Tracking reports are at the heart of success for both affiliates
and the program they promote. Thus, a vital feature of reliable
Software & Business Relationships
affiliate software is reporting that’s timely, accurate, accessible,
By providing merchant and affiliates with the reporting and
and reports on all the Key Performance Indicators (“KPIs”) of a
marketing support they need to succeed, affiliate software can
campaign.
broker a prosperous business relationship.
Current (e.g. daily) and accurate reporting is important because
it allows both merchants and affiliates to monitor their campaign
performance, and to make adjustments in a timely manner.
Nicky Senyard is the founder and CEO of ShareResults.com, a
relationship-focused affiliate network and software provider.
A graphical overview of these reports should also be accessible

14 | AUGUST 2009 | FEEDFRONT MAGAZINE


How Banner
Advertising Can
Boost Affiliate Sales
By Amanda Schwarz
Amanda Schwarz

Banner advertising may not be your first thought Reinforce your search campaign with
when building your online marketing strategy. retargeting
Maybe you feel that it is only effective for large Retargeting enables you to show banner ads
companies, or that that search engines drive promoting your site to people who have already
more measurable, impactful results. Perhaps visited your site and left. The goal is to convince
the process of setting up banner ad campaigns them to return to your site to complete a
seems a bit intimidating. transaction.

It turns out that banner advertising, especially If you are currently running a search campaign,
on third-party networks, is both an easy and implementing a retargeting campaign can
accessible way for you to promote your site or visually reinforce a visitor’s previous brand
business. Here are a few goals that a banner experience on your site, or remind them why
advertising campaign can help you achieve: they visited in the first place. Click-through rates
on retargeting campaigns are very high, as the
Pinpoint and attract the right leads audience is already familiar with your site.
Many banner advertising networks offer a
host of advanced targeting options, including Banner advertising is more targeted, effective
geographical, demographic and site content. and affordable than ever before. This is a great
They can generate leads from specific locations, time for affiliate marketers to take advantage of
target to people who have particular online banner advertising – to find and convert new
habits, or show banners on sites whose content leads, stretch their advertising budgets, and
appeals to your target audience. These people reinforce their other marketing efforts.
may not be looking for your business on search
engines, but when they see your banner ad on a
trusted site, they may take a second look.
Amanda Schwarz is a Product Manager for BidPlace
Optimize your advertising dollar SB, a banner advertising solution offered by
Banner advertising has never been more Platform-A/Advertising.com.
affordable, especially on third-party networks
that are able to deliver clicks across a wide range
of sites. Look for a network that allows you to pay
only per click, and to set your own price. Coupled
with the ability to target customers effectively,
each click can be both inexpensive and likely to
convert.

16 | AUGUST 2009 | FEEDFRONT MAGAZINE


OUT OF COMMISSION
By Lisa Picarille

Affiliate marketers know the importance • Keep your wrists in a straight


of commissions, but few realize that position; not bent up or down.
what they are doing when they sit down
at the computer, could put them out of Monitor
commission.
• Center your monitor Lisa Picarille
Many online marketers work from home. • Sit only an arm’s length away
It’s one of the big perks often associated wheels for easier movement
with self-employment and the affiliate • Position the top of your screen level
lifestyle. While the freedom of working with your eyes
Lighting
from home means there is no boss looking • Beware of glare
over your shoulder, it also means there • Use glare free lighting
• Consider adjusting font size
is no one there to regulate and oversee
• Add a task light on your desk
basic issues like creating an ergonomic • Take a 20 second break every 20
workspace. minutes and look at least 20 feet
away Phone
Most people find out the hard way that • Do not cradle the phone between
where you sit and what you sit on is a big Mouse neck and ear
deal.
• Keep your mouse close to your • Consider getting a headset or using
This is especially relevant for the majority keyboard a speakerphone
of affiliates, who often spend upwards of • Make sure you are using the right
12 hours per day sitting in front of their size pointing device Desk
computers in environments that are far
• Use your elbow not your wrist to • Use a desk that is large enough to
from ergonomic.
more the mouse accommodate papers, reference
manuals, and other workstation
As a result, poor posture, eye strain, sore • Don’t click too hard tools, but arranged properly to
wrists and aching backs are common,
• Use keyboard shortcuts when you access items easily
as well as more serious conditions like
can • Make sure the desk is at a height
repetitive stress injury, carpal tunnel
syndrome and debilitating back problems. • Don’t hover over the mouse with that allows enough space for your
your hand when you are not using knees and thighs to comfortably fit
The bulk of people don’t address these the mouse under the desk
issues until they are very serious, but there • Be sure you can put your monitor at
• Consider using your other hand to
are ways to prevent them from happening least an arm’s length away
operate the mouse
at all.

Here are some basic rules for a healthier Chair


workspace. • Look for a chair that is adjustable
• Keep your feet flat on the floor Lisa Picarille is a consultant specializing in
Keyboard online marketing, branding and social media,
• Make sure there is support for your and she blogs at www.lisapicarille.com
• Use an adjustable keyboard/mouse
lower back
tray
• Be sure you have adjustable
• Make sure your keyboard allows you
armrests so your elbows will be kept
to keep an open 90 degree angle
at your sides
with your arms so they’re tilted
downward and close at your sides • Use a chair that swivels and has

FEEDFRONT MAGAZINE | AUGUST 2009 | 17


By Jami Gibbs

Charged Affiliate
Marketing
Jami Gibbs

As an affiliate marketer, you will always be learning something forwarding that idea to Google support), it’s still a nice idea to
new, be it designing landing pages, finding new keywords, or carry over. I then mentally assign that action to all applications
finessing your copywriting skills. However, there is one thing on my desktop. This forces me to stand, walk away from my
that you will learn faster than anything else – your plate will desk, take a breather, and center my emotions to help me take
always be full. But, have you considered the emotional pitfalls the next logical step in my marketing campaign.
of your affiliate marketing PPC campaign? More importantly,
have you learned how to control those emotions to maximize
your profit? Jami Gibbs (Twitter @JamiGibbs), a website publisher and budding
affiliate marketer, is originally from Chicago and currently resides
The first emotion many of us experience is the euphoric high. in Tel Aviv, Israel.
It’s the excitement we feel when we get our first click, sale, or
profitable day. Naturally it’s a feeling we want to maintain on a
day-to-day basis. It’s a positive feeling, right?

But in affiliate marketing, it can lead to obsessive stats checking


and rash judgments. Pat yourself on the back for having a
profitable campaign but be sure to call upon your inner Spock
before jumping the gun on decisions. You must also prepare
yourself for the anxiety of spending money without seeing an
immediate ROI. These are the days that we question our place
in affiliate marketing altogether. We say to ourselves, “I’m just
a noob!”, “I’m way over my head!”, or, “I’m just wasting my time
and money!” Every affiliate marketer must accept that we’re
simply playing a game of risk and chance.

How do we control our emotions to make sound business and


life decisions?

You must remember that every affiliate marketer rides the


same emotional roller coaster. Sometimes remembering that
you’re not alone can be enough to help you focus. Every online
marketer has gone through the anxiety of a negative ROI day
and every affiliate must learn to adapt to those days. Take
comfort in knowing that you aren’t alone.

Second, find a physical trigger to help snap your brain back to


reality. For example, to stop myself from obsessively checking
stats I use Google Lab’s “ Take a Break”, which when activated,
logs you out of your Gmail account for a mandatory 15 minutes.
While they haven’t yet made an application that logs me
out of my PPC stats account for 15 minutes (I’m considering

18 | AUGUST 2009 | FEEDFRONT MAGAZINE


7
7 Essentials When Making Affiliate
Program Changes By Jamie Birch
commission rate, and/or other aspects of your program, here are
some guidelines and things to consider:

• Accurate data: When making changes to commission rates,


for example, be sure to know the lifetime value of affiliate
customers and look at the profitability of each partner
before making a decision. Accurate data will guide you in
your decisions.
• Proven assumptions: Are your theories supported by
data or simply the thoughts of someone outside of the
marketing department? Good analysis will often stop bad
decisions from being made.
• Testing: Test out your assumptions in your program.
• Top affiliate involvement: Affiliates are your partners. You
shouldn’t make any big changes without consulting them
first. It may serve only as a forewarning in the end, but
bringing them into the process will help them understand
any decisions you decide to make. Additionally, many
affiliates have been in business longer than the affiliate
managers themselves, they may have some ideas that you
may not have thought of.

Sometimes there is simply no way to avoid making changes to


your program. Following these guidelines can help lessen the
pain:
• Involve your affiliates and be able to explain the issues and
reasons for your decision
Jamie Birch • Have data to back up your position
• Be prepared to offer concessions to ease the impact on your
Times are tough. There is no escaping the fact that our industry partners
is not immune to the high unemployment rates and falling • Provide adequate lead time (60-90 days)
consumer spending. It is affecting all of us and merchants may
need to adjust their programs due to the changing landscape; • Send email notices before changes are made and follow up
sometimes even just to keep them open to affiliates. with individual calls to your top-producing affiliates

As Greek philosopher Heraclitus once said, “The only constant is Accurate data, partner consultation, and adequate lead time will
change”. But you shouldn’t make changes without thoughtful, help you and your program maintain trust and the performance
in-depth consideration and accurate information. that we all need during these tough times.

Nothing will upset your partners more and reduce the overall
performance of a program than affiliates finding an email in their
inbox that tells of a dramatic change taking place immediately. Jamie Birch is the owner of the affiliate management agency
JEBCommerce.com, MyAffiliateCoach.net, and NewsForAffiliates.com.
If you find yourself under pressure to change the cookie days
(also known as commission duration or return days), overall

FEEDFRONT MAGAZINE | AUGUST 2009 | 19


Inside Information on
Affiliate Classifying
By Matt Enders

Matt Enders

When my company takes over the significant amount of monthly revenue. be sustainable over time as any number
management of an existing affiliate of factors beyond your control could
program or launches a new one, we do so High Potential affiliates are important temporarily or permanently affect their sales
using the Structured Diversity Method I both as a group and individually. This volume. The loss of even a single Premium
have developed. Affiliates are categorized group does not typically make their living Partner in a program consisting only of this
into three distinct classifications: Aggregate entirely from affiliate marketing, but they group will result in a significant decrease in
Volume, High Potential, and Premium are generating consistent sales each month. overall revenue.
Partners. Their commission earnings play a role in
both their business and personal budgeting. In utilizing the Structured Diversity Method
Each affiliate within any given classification High Potential affiliates are likely to increase for your affiliate program design, you will
is equally significant and must be treated their sales rapidly if they are given the right be able to reach profitability from the sales
with a high level of importance. This tools. generated by Aggregate Volume and High
ensures that your affiliate partners are Potential affiliates alone.
able to consistently improve their sales Premium Partner affiliates are your top
volume and helps your program become performers. They may or may not be However, you must attract and recruit
a significant portion of your overall online considered an industry Super Affiliate, but affiliates of all three classifications in order
revenue. regardless are generating a significant to realize the sharp growth curves you
amount of your monthly sales. These are looking for. You must manage your
Aggregate Volume affiliates comprise the affiliates should be viewed as a method program under the assumption that each
foundation of your program. These affiliates of “sharpening the tip” of your affiliate partner in each classification wants to earn
are what most would consider rookies to program. They have the ability to drive more with your program and is actively
affiliate marketing. They will likely have significant amounts of revenue, often in a working on improving their business. If you
many questions and may need to be very short period of time. More importantly, provide the tools and assistance needed,
taught the basics of generating traffic and their high performance level is often you will find a steady flow of affiliates
converting visitors. These affiliates typically sustainable over time. advancing their performance level and
generate a few orders each, per month. generating more sales in your program.
You can build a significant revenue
Your program should be designed so that generating program through Aggregate
you have hundreds of converting affiliates Volume and High Potential affiliates alone,
at the foundation level who occasionally but overall growth will be inconsistent Matt Enders is the CEO and Founder of
generate individual sales, but who, as the and slow. Likewise, a program built mgecom, inc., a leading Outsourced Affiliate
Aggregate Volume group, contribute a with Premium Partners alone may not Program Management firm.

20 | AUGUST 2009 | FEEDFRONT MAGAZINE


Carney
Deborah

The Direct to Merchant


PPC Minefield
By Deborah Carney

Direct to merchant (DTM), pay per click (PPC) were interested in the product being promoted
advertising has been increasingly restricted lately, and possibly other similar products that can be
with major merchants like Amazon and EBay featured on the same site.
stating they will no longer allow affiliates to use
the merchant site as their landing pages in PPC Third, affiliates that perform well utilizing pay per
campaigns. click ads in the search engines have unique skills that
many other marketers don’t have. Leveraging those
What this means to affiliates is that they will now be skills to build traffic to their own websites provides
tasked with building their own websites and landing them with an opportunity to increase their own
pages that convert. Even though many affiliates authority and credibility with shoppers. Building
made a lot of money using DTM PPC, the technique their email list should take them to new levels that
is flawed and smart affiliates should have recognized they weren’t aware they could achieve.
that long ago.
If you’re not great at building websites and landing
First, affiliates have been paying for traffic and pages, I recommend partnering with someone who
sending it directly to the merchant. Unfortunately, is, or utilizing sites such as Elance.com to outsource
when the merchant pulls the plug, as many are now the portions you can’t do yourself. In the ever-
doing, those affiliates will not have any residual traffic changing affiliate and online marketing landscape,
to a website of their own. the more you are able to utilize your skills and adapt
to new requirements, the more successful you will be.
With perfected keywords, ads and their own
websites, affiliates would have been able to continue
without issue and have a site with some authority
and customer trust. Deborah Carney (TeamLoxly.com) is an Affiliate
Manager and Consultant that also hosts a podcast
Second, affiliates with their own sites could have on Geekcast.fm to teach affiliates the ABCs of getting
been building a mailing list to use to contact started (AffiliateABCs).
people about similar or better products. Not a
spam list, but a real list built from people that

FEEDFRONT MAGAZINE | AUGUST 2009 | 21


Affiliate
FATBLOGGING
By Shawn Collins
Affiliate marketing is all about people and relationships. Some critics say
that is a problem when trying to scale.

But many affiliate marketers are crunching numbers on a different kind


of scale these days. They’re getting into affiliate fatblogging, where they
chronicle efforts about healthier living and weight loss on their blogs.

Here are some affiliate marketers that are trying to achieve a net loss.

Ayako Bingham
Where can people follow your progress? What’s your power song (song that gets you pumped
www.branding100.com when exercising)?
I’m currently listening to the best singles of No Doubt which have
What’s your power song (song that gets you pumped some nice fast paced songs. Before that, I was listening to the
when exercising)? best singles of Michael Jackson such as Beat It and Billie Jean.
Don’t Cha / The Pussycat Dolls Great running music.

Any regrets about posting your progress online? Any regrets about posting your progress online?
I love taking pictures, but I don’t like being in them. But, this way, Absolutely not. It’s all about public accountability and pressure.
I am pushed to accomplish my weight loss efforts Promising to reach a goal to yourself is one thing, but promising it
to the world is something completely different.
Any advice for affiliate marketers that want to get in shape?
Find something that works for you. I am not a treadmill type and Any advice for affiliate marketers that want to get in shape?
it took me a while to find something I actually enjoy doing. Try announcing your weight loss or fitness goal publicly. It’s a lot
harder to come up with excuses when everyone is watching you.

Tyler Cruz
Where can people follow your progress? Scott Jangro
www.tylercruz.com In particular, my weight loss challenge vs. Where can people follow your progress?
Jonathan Volk started at the post www.tylercruz.com/blogging- There’s no easy way to do this. For a while I was using the Nike+
weight-loss-challenge-cruz-vs-volk website but the battery died on the sensor. I go through phases

FEEDFRONT MAGAZINE | AUGUST 2009 | 23


of talking about my progress in blog posts or podcasts to keep get some fresh thinking done while on an hour run without any
myself motivated. I’ve also got a page on my blog: www.jangro. distractions.
com/feeds-n-fat/
Tim Jones
What’s your power song (song that gets you pumped when Where can people follow your progress?
exercising)? www.therealtimjones.com
Eminem “Lose Yourself”
What’s your power song (song that gets you pumped when
Any regrets about posting your progress online? exercising)?
No, I’m pretty open about stuff that I do. I like the pressure of Fuel by Metallica
publicly declaring my goals. When I do that on my blog, I find
thatmy readers are both supportive of me and even inspired to Any regrets about posting your progress online?
get in shape themselves. That’s a nice feeling. Not necessarily a regret, but I’ve found that now I’m accountable
to a whole group of people that want to know my progress.
Any advice for affiliate marketers that want to get in shape? Keeps you more motivated and keeps you from eating that
Set goals for both work and exercise. For example, I might double cheeseburger, but can also be intimidating. Could have
commit to a number of miles per week. To get yourself away from quietly worked on my fitness and weight loss -- like I said, not a
your work, schedule time to work out. I use exercise as both a regret, per se, but a little unexpected.
break and a reward for getting stuff done. I also find that I can
Any advice for affiliate marketers that want to get in shape?
A few things -- 1) Just like in business, you have to set yourself
up for success. Preparation is half the battle. Get the temptation
out of your house. Clean out all the garbage food before you
even attempt to eat better. 2) Get out from behind the computer!
Even if you just walk around the block, you have to get some
movement in, every day. (I have a lot of difficulty with this one).
3) We dine out a lot, as do many affiliate marketers (according to
my own, completely un-scientific polling data), so you often have
to work a little harder to find healthy alternatives when you’re out.
They’re on every menu, but sometimes you have to get creative
and eat a few side items or a couple healthy appetizers to avoid
the nasty stuff.

Israel Lagares
Where can people follow your progress?
www.FatManUnleashed.com or www.twitter.com/israellagares

What’s your power song (song that gets you pumped when
exercising)?
Any song by Eminem gets me going. It’s like I transfer all of his
hate into my workouts.

Any regrets about posting your progress online?


I have no regrets at all about putting myself online. It has helped
me tremendously. I’ve been able to identify negative patterns in
my diet and exercise, plus have been held accountable.

Scott Jangro’s Treadmill Desk


Shawn takes a day off from Affiliate Fatblogging.

Any advice for affiliate marketers that want to get in shape? Jonathan Volk
If you are trying to get in shape start off slow. Cut the little things Where can people follow your progress?
out and replace them with positive choices. Instead of soda, My affiliate marketing blog, www.jonathanvolk.com every
drink diet soda. Then instead of diet soda switch to water. Get Wednesday.
in small workouts. Hop on the floor and do some pushups then
go for a walk in the park. Do that for a month and then step your What’s your power song (song that gets you pumped when
game up. You can also try my Blogger Proof Workout. It’s made exercising)?
for those folks that live behind the monitor. Check it out at www. Skillet, Comatose. ;)
fatmanunleashed.com/bloggerproofworkout.pdf
Any regrets about posting your progress online?
James Seligman None! It’s been a great motivation for me. When I gain or lose
Where can people follow your progress? weight and I post it online; it’s a huge accountability tool for me.
www.jamesseligman.net
Any advice for affiliate marketers that want to get in shape?
What’s your power song (song that gets you pumped when Even though much of affiliate marketing is done solo, do not
exercising)? apply this to your weight loss regimen. I had been trying to
Indestructible - Disturbed become healthier and get in shape for a while and it was not until
I had a friend to work out with and push me that I was able to
Any regrets about posting your progress online? really have any progress.
No regrets, with other affiliates also getting in shape, it’s like you
have your own little support system.
Shawn is a Co-founder of Affiliate Summit and Co-Editor-in-Chief of
Any advice for affiliate marketers that want to get in shape? FeedFront Magazine.
Just take a quick 10-minute walk every day before logging on
your computer. One of my biggest issues was sitting in front
of the computer all day and eating snacks (junk food), so don’t
snack!

FEEDFRONT MAGAZINE | AUGUST 2009 | 25


Why We Should All
Believe in Trade Shows

By Michael Sprouse
Michael Sprouse

I have to admit that when I entered this sector of online eye is important. While you can’t measure this aspect of shows
advertising as a profession, I totally underestimated the value of concretely, look at the volume of things that happen at the
face-to-face meetings and relationships. I, like many, believed show, and during the evening events. People clearly value the
at the time that since a high percentage of daily business was social aspect of trade shows.
done via IM, email and the telephone, that trade shows and
other “physical” events were somehow less important. The third answer relates mainly to the networks and merchants
reading this: “Branding”; a word that connotes something
Was I ever wrong. In fact, key trade shows – including and most not often pondered. But, consider a few of the major trends
notably Affiliate Summit – have become indispensable parts happening right now; more marketing dollars flowing online;
of our company’s marketing budget and resource allocation more dollars flowing specifically to performance-based
each year. So why, in this day of economic cuts, bailouts and a marketing from cash-strapped advertisers during this recession;
recession, are these seemingly “non-ROI” spending activities still and a never-ending expansion of new categories and verticals.
thriving?
All of this means more new people, affiliates and advertisers
The first answer is because they are anything but “non-ROI” and attending trade shows that are most likely unfamiliar with your
have everything to do with making money. I’ve been in several company. No matter how “big” you think your company or
different industries in my career, and I can tell you that at shows network is, a majority of people that are entering this sector of
like Affiliate Summit, business actually gets done on the spot. online advertising probably haven’t heard of you. Being able to
showcase yourself to these folks, and build new relationships
This is truly a unique characteristic as trade events go. In so with them, is huge.
many other industries, you hear about the long boring days at
the booth, or the dull/fluffy presentations by out-of-touch “suits” Trade shows aren’t cheap. For networks and affiliates alike, it’s
who don’t understand the workings of the business. (Some an investment in time, money and people. But from where I sit,
people consider me a “suit”, so I can say that.) How lucky we are I wouldn’t “trade” (sorry) the benefits listed above for anything
to have shows like these that are busy, well-attended, and bring else in our company’s budget.
together successful people and companies in the spirit of doing
actual business?

The second answer is those all-important relationships. No Michael Sprouse is the Chief Marketing Officer for Epic Advertising,
matter how technologically advanced we as an industry get, and is based at the company’s headquarters in New York, NY.
there will never be a replacement for affiliates and affiliate
managers meeting in person.

There is something less “tangible” or trustworthy about never


having put a face to a name, email, or IM. Looking people in the
Flogging –
Will Your Blog
Be Outed?
By Jason Dodd
Jason Dodd

Using your blog to promote your will soon be knocking at your door? Genuine blogs have staying power. While
affiliate campaigns can be like walking a Review these three symptoms of a fake it might feel like hard work to maintain
tightrope. In order to do it correctly, you blog to find out. a genuine blog, the rewards make it
must learn how to monetize your blog worthwhile. Over time you will develop
without becoming a biased “flog” (fake You’re not transparent – You hide who a loyal tribe of followers who appreciate
blog); losing the trust of your readers and you are and who you represent. You and respect your unique and refreshing
search engines alike. might even go as far as to have fake openness. If you’re a real person with a
commenters on your blog. It’s important real voice, your blog is bound to resonate
According to comScore MediaMetrix to remember the whole idea behind with readers as they sense that you are
(August 2008), blogs received 77.7 million blogs – to give the little person a voice. actually interested in them and not
unique visitors in the US, out of a total A lack of transparency hides or obscures blogging simply to capture a click-
Internet audience of 188.9 million. Armed that voice. through, a sale or an ad view.
with the knowledge that traffic equals
money, it’s easy to see why blogging You’re adding content that is pure Stay true and you’ll never have to worry
is catching on - merchants and affiliate fiction or staged – Have you ever written about being called out for faking it.
marketers alike. a product review post about a product
you’d never used but pretended you
Herein lies the trap. had? It’s all too easy to just copy review
content and post it as your own and add Jason Dodd works as a technical copywriter
Perhaps it’s simply a reflection of human your affiliate link. for Affilorama.com, an online affiliate
society but wherever there is money to training portal that teaches you how to
be made there’s always someone who Your only goal is to monetize – It’s not make money from affiliate marketing.
will abuse it. The abuse of blogging has wrong to monetize your blog. In fact
been seen in a phenomenon known as you deserve to be compensated for the
‘astroturfing’ or fake blogging. These time and effort involved in crafting your
bogus blogs, or ‘flogs’, are not just the wordy works of wonder. However, when
work of small-time marketers; companies monetization becomes the sole focus of
such as Sony, Coke, L’Oreal and Walmart your blog you run the risk of faking it.
have all been outed as running a flog. The Problogger Jack Humphrey is guided by
damage is irreparable and criticism from what he calls the ‘90/10 rule’. Essentially
the blogosphere harsh. this means he is providing valuable,
free content 90% of the time, and the
How do I know if my blog is actually a monetization takes care of itself.
flog? Worried that the blogging police

FEEDFRONT MAGAZINE | AUGUST 2009 | 27


28 | AUGUST 2009 | FEEDFRONT MAGAZINE
The Workspaces
of Affiliate Marketers
By Shawn Collins

Some of those “gurus” with dubious claims of success


try to sell the affiliate lifestyle as a long vacation with an
auto-pilot business that makes them rich.

You’ve seen them - the hyperbolic sales pages that


feature some clown lounging on the beach.

Shawn Collins I always like seeing the environments where fellow


, Affiliate Summ
it affiliate marketers do their work - the real places.

One of my favorite threads on the Wicked Fire forum


is “What does your workspace/desk area look like for
an Aff Marketer?” where lots of photos are featured of
spots where affiliates get their work done.

My office is far from a beach, but it’s a geeky oasis for


me with a bunch of computers, gadgets, games, books,
and caffeine.

I spend a good part of most days there, and it’s sort of a


“mullet office”. The business end is in the front with my
main computer for most work, and then the setup in
the back is for editing videos and podcasts.
ent Group
Trisha Lyn Fawver, Paulson Managem
Here is a look at the workspaces of some of the folks in
the industry.

So we don’t work at the beach (most of us), and it’s all


harder than it looks on those sales pages. Still, we have
some pretty sweet gigs, don’t we?

Shawn is a Co-founder of Affiliate Summit and Co-Editor-


in-Chief of FeedFront Magazine.

liateCREW.com
Chuck Hamrick, affi

FEEDFRONT MAGAZINE | AUGUST 2009 | 29


Brian Hawkins, Pin
go Nick Mattern, The Mattern Group

Scott Jangro, MechMedia


Eric Nagel, ericnagel.com

arketing
Grandeur M
Jason Lane,
xD irectNet, Inc.
Wendy Palmer, Re

30 | AUGUST 2009 | FEEDFRONT MAGAZINE


Chris Park, Blair.com Benny Tejed
a, BennyTejed
a.com

buy.at
Ashlee Pendleton, Clickbooth Dominic Yiadom,

oney Media Group


Jeremy Schoemaker, ShoeM
Deborah Carney, TeamLoxly.com

FEEDFRONT MAGAZINE | AUGUST 2009 | 31


Ten Ways to Promote Facebook
Business Pages By Mari Smith
Facebook’s Terms of Use state you can fans on Twitter and send them an @
only have one account and it must be message.
in your actual name, not your business
name. However, there is a place set
9. Send email broadcasts.
aside to represent and promote
Send an email blast to your regular
businesses called Facebook “Fan” Pages
opt-in list inviting them to join your
(“Pages”).
new Facebook Page. Consider offering
an incentive to do so. Also, include an
The Pages feature is somewhat
invitation to join your Page on your
obscured; scroll down to the foot of any
email signature file.
Facebook.com web page and click on
“Advertising.”
10. Test Social Ads.
Here are ten suggestions for promoting Promote your Page with Social Ads.
your Facebook Page (much of which can Every time someone becomes your
be delegated to a trusty assistant/team): Mari Smith Fan their name and photo may appear
alongside your ad. There’s a reason
Facebook combines Pages with Social
1. Choose a Facebook Username.
5. Play hide ‘n’ seek. Ads under Advertising. Experiment with
Since Saturday, June 13, Facebook has
“Hide” something on your Page and a weekly/monthly budget and see what
offered usernames on a first-come, first-
encourage your Fans to find it. e.g. a happens.
serve basis for profiles and the Facebook
Pages. Details at www.facebook.com/ special link, or discount code. Have
username/. them tweet their answer to you. The first
“x” gets a prize.
Mari Smith is a social media consultant,
2. Talk about your Page on Twitter. speaker and trainer, and she blogs at
Tweet about your Page URL regularly. 6. Promote regular contests.
http://marismith.com and http://www.
Preferably not just, “Check out my People love contests and video is real
whyfacebook.com
Facebook Page [insert link].” Rather, offer easy to create from computer webcams
something enticing like “New Affiliate right onto Facebook. Create a photo
Marketing White Paper just loaded at and/or video contest. Have your Fans
my Facebook fan page [insert link].” upload their photos/videos to your Fan
Page. (Each activity your fans do creates
a feed item for more visibility for you).
3. Create content just for Fans.
Add content to your Page for your Fans
they cannot get anywhere else, e.g. 7. Provide a place for interaction.
videos, tips, special gifts, discussion Start a thread on your Discussion Board
threads, coupons, etc. (Of course, this that allows your fans to promote and/or
content could be repurposed later. You network with one another. For example,
might want to give your fans first dibs invite your fans to submit their own
though). (and/or their favorite) blogs and Twitter
IDs.
4. Conduct weekly drawings.
8. Acknowledge fans.
Run a weekly (or even daily) prize
When new Fans write on your Page Wall,
drawing where you draw a Fan’s name
respond by writing back on their Profile
at random for a special prize, ideally
wall. (This helps create visibility for both
connected to your business product/
you and your Fans). Also, look for your
service.

32 | AUGUST 2009 | FEEDFRONT MAGAZINE


Thank You
Affiliate Summit East
2009 Sponsors
PLATINUM SPONSOR

GOLD SPONSOR

SILVER SPONSOR

BRONZE SPONSOR

FEEDFRONT MAGAZINE | AUGUST 2009 | 33


Saturday, August 8 Microniches – The Way to Mega Profits
Session 1a
Location: Classroom A – Gibson
Early Registration Time: 12:00pm-1:00pm
Location: 2nd Floor Promenade
Learn about how some affiliates are promoting products in a wide
Time: 4:00pm – 8:00pm variety of very small and focused niches, also known as micro-
niches, which little have competition and inexpensive ad costs.
Come by Saturday evening to pick up your • Dush Ramachandran, VP Sales, Business Development &
badge and attendee bag so you can enter Marketing, ClickBank (Twitter @DushR)
immediately at noon on Sunday when the (This Session is Open to Gold and Platinum Pass Holders Only)
show opens!

Sunday, August 9
Dynamic Shopping – Content, Conversion, Analytics
Session 1b
Location: Classroom B – Clinton
Time: 12:00pm-1:00pm
Booth Setup
This session will discuss dynamic shopping features for affiliate
Location: Exhibit Hall Area –
websites: banners vs. dynamic content, duplicate content, SEO
Americas Halls 1 & 2 & conversion impact, and merchant relationship impact, and
Exhibitor Move In: 8:00am – 6:00pm reporting.
• Mike Allen, President, Shopping-Bargains.com, LLC
(Twitter @mta1)
Registration
Location: 2nd Floor Promenade • Anthony Bajoras, President & Co-Founder, m o v e software

Time: 8:00am – 6:00pm • Sal Conca, Senior Media Manager, NETexponent


(Twitter@netexponent)
• Jessie Jones, CEO & Founder, PopShops.com
Affiliate Meet Market
Location: Rhinelander Gallery • Kristopher B. Jones, President & CEO, Pepperjam Network
(Twitter @pepperjamceo)
Time: 12:00pm – 6:00pm
Exhibitor Move In: 9:00am – 12:00pm (This Session is Open to Gold and Platinum Pass Holders Only)

Getting Noticed FAST


Affiliate Summit kicks off with an extended Session 1c
session of structured, face to face Location: Classroom C – Concourse A
networking. Merchants will have tables set Time: 12:00pm-1:00pm

to meet with affiliates to discuss their affiliate Regardless what your role in the industry is, it’s important to be
programs and cut deals. Vendors that cater to noticed within the industry. Learn the networking and social media
affiliates and merchants will also have tables techniques that make it possible.

to share information about their products • Michael Buechele, Owner, MikeBuechele.com (Twitter @
mikebuechele)
and services. Each table is a meeting spot
• Trisha Lyn Fawver, Affiliate Manager, Paulson Management
for teaching, learning, closing deals, creating Group (Twitter @trishalyn)
partnerships and finding new opportunities.
• Jen Goode, Doodler in Charge, JGoode Designs (Twitter @
JGoode)
There will be a silent auction to benefit Big • Stephanie Lichtenstein, Affiliate Program Manager, Andy
Brothers Big Sisters of New York City during Rodriguez Consulting (Twitter @StephARC)
the Affiliate Meet Market.
Affiliate Summit East | 2009 Agenda
• Lisa Picarille, Online Marketing Consultant, LisaPicarille.com Advertising Tax Impact, Accomplishments and the Future
(Twitter @lisap) Session 2c
Location: Classroom C – Concourse A
(This Session is Open to Gold and Platinum Pass Holders Only) Time: 1:30pm-2:30pm

Optimizing Google AdWords Performance Discussion on the Advertising Tax by industry leaders that have
Session 1d played a key role in organizing industry advocates and educating
Location: Classroom D – Nassau Suite legislators on the impact of state tax nexus legislation.
Time: 12:00pm-1:00pm • Karen Garcia, Partner, GTO Management (Twitter @
karengarcia)
Join us to get the tricks for effective Google AdWords account
• Beth Kirsch, Volunteer, Performance Marketing Alliance
optimization. Learn how you can use paid search techniques on
(Twitter @bethkirsch)
Google to meet your marketing goals through search engine
marketing. • Brian Littleton, President / CEO, ShareASale.com (Twitter @
Brianlittleton)
• Tyrona Heath, Program Manager, Customer Education,
Google (Twitter @tyrona) • Melanie Seery, President, Affiliate Voice (Twitter @mellies)

(This Session is Open to Gold and Platinum Pass Holders Only) (This Session is Open to Gold and Platinum Pass Holders Only)

Creating Lasting Publisher and Advertiser Relationships Igniting Viral Campaigns by Creating Relevant Conversations
Session 2a Session 2d
Location: Classroom A – Gibson Location: Classroom D – Nassau Suite
Time: 1:30pm-2:30pm Time: 1:30pm-2:30pm

Results are what matter in performance marketing. These industry Learn how companies of all sizes including major brands are
leaders will discuss how they work together to create long-term taking advantage of the tools , trends and technology to cut
partnerships. It will explore communication, commission, policies through the noise and connect with potential customers.
& more. • Larry Bailin, CEO, Single Throw Internet Marketing (Twitter
• David Lewis, CEO & Founder, Cashbaq (Twitter @cashbaq) @LarryBailin)

• Steve Schaffer, Publisher, Offers.com (Twitter @ (This Session is Open to Gold and Platinum Pass Holders Only)
SteveSchaffer)
• Chris Symons, Senior Account Manager, Partnerships and Rolling Out Across Europe
Alliances, Travelocity Session 3a
Location: Classroom A – Gibson
(This Session is Open to Gold and Platinum Pass Holders Only) Time: 3:00pm-4:00pm

Personal Branding 2.0 Taking the leap across the pond? Find out where to start, what
Session 2b you need to take into account, the challenges & pitfalls, and the
Location: Classroom B – Clinton differences in the various markets via a recent case study.
Time: 1:30pm-2:30pm • Robert Glasgow, Managing Director, Webgains

Everyone knows the power Twitter, Facebook and social networks (This Session is Open to Gold and Platinum Pass Holders Only)
have in today’s online marketplace. How can building your own
personal brand help you increase traffic and exposure?
What the Heck is a Website Nowadays?
• Stephanie Agresta, EVP, Porter Novelli (Twitter @ Session 3b
stephagresta) Location: Classroom B – Clinton
• Sarah Austin, Founder & CEO, Pop17 (Twitter @pop17) Time: 3:00pm-4:00pm

(This Session is Open to Gold and Platinum Pass Holders Only) Businesses may be changing the way they look at web presence.

FEEDFRONT MAGAZINE | AUGUST 2009 | 35


Can you just have a blog? Is a Facebook presence alone a good idea? SEO Site Clinic
Does Web 2.0 mean the demise of websites? Session 3d
Location: Classroom D – Nassau Suite
• Shashi Bellamkonda, Social Media Swami, Network Solutions
Time: 3:00pm-4:00pm
(Twitter @shashib)
• Kelly Harman, President, Zephyr Strategy Attendees can submit sites to the panel (in advance) for live site
audits and suggestions on how to help the internal site structure, as
• Melanie Mitchell, SVP, Search Strategy, Digitas (Twitter @
well as ideas how to build a better site for organic rankings.
melaniemitchell)
• Michael Gray, Owner, Atlas Web Services (Twitter @graywolf )
• Ramon Ray, Editor, Smallbiztechnology.com
• Rae Hoffman, Owner, Sugarrae Inc (Twitter @sugarrae)
(This Session is Open to Gold and Platinum Pass Holders Only)
• Michael Streko, Owner, Streko Media LLC (Twitter @streko)

Offline Affiliate Marketing • Frank Watson, Owner, Kangamurra Media


Session 3c (This Session is Open to Gold and Platinum Pass Holders Only)
Location: Classroom C – Concourse A
Time: 3:00pm-4:00pm Affiliate Summit Tweetup
Location: Sutton Complex
This session will focus on the opportunity for online affiliates to Time: 9:00pm – 12:00am
drive consumers into physical stores on a CPA basis. This is a huge
opportunity and represents the next frontier of our industry. This is a networking social event open to all Affiliate Summit
attendees to get together for drinks and conversation in a non-
• Jonathan Treiber, CEO, RevTrax
club atmosphere. If your preference is to turn the music down and
the lights up, join us to meet new people and create new business
(This Session is Open to Gold and Platinum Pass Holders Only)
opportunities.

Do you know any


SMALL BUSINESSES
that want to
DOUBLE THEIR SALES
GUARANTEED?

Offer them a free trial of Infusionsoft, the only


CRM + email marketing + eCommerce software solution
that offers a “Double Your Sales” guarantee.

As the referring affiliate, you’ll earn revenue for


free trial sign-ups and software sales.

Join today. It’s free and easy.

Visit www.infusionsoft.com/affiliates.
© 2009 Infusionsoft. All rights reserved.
Affiliate Summit East | 2009 Agenda

Monday, August 10 Advertising Tax: What Happened and What’s Next


Session 4a
Location: Classroom A – Gibson
Continental Breakfast Time: 11:30am-12:30pm
Location: Sutton Complex
Time: 9:00am - 10:00am An overview of the status of state advertising tax legislation, what
to expect going forward, and how to fight it.
(Breakfast is Open to Platinum Pass Holders Only)
• Wright Andrews, Partner, Butera & Andrews
Coffee Service • Bennet Kelley, Founder, Internet Law Center (Twitter @
Location: Sutton Complex internetlawcent)
Time: 10:00am–12:30pm (This Session is Open to Platinum Pass Holders Only)
and 2:00pm–6:00pm
How to Monetize Your Site with Widgets
Registration Session 4b
Location: 2nd Floor Promenade Location: Classroom B – Clinton
Time: 11:30am-12:30pm
Time: 7:30am - 5:00pm
This presentation will discuss how to enhance your site using
Blogger Room various widgets, what works and what doesn’t, and how effective
Location: Mercury Ballroom different widgets are to your site.

Time: 8:30am - 6:00pm • Woody Wood, Product Manager, Amazon (Twitter @


AmazonAssociate)
The Blogger’s Lounge is an area reserved for (This Session is Open to Platinum Pass Holders Only)
credentialed bloggers/press to grab some desk
space, blog, interview, relax and network. Heather Seven Deadly Sins of Landing Page Optimization
Smith will be the BlogMistress of the Affiliate Session 4c
Location: Classroom C – Gramercy
Summit Blogger’s Lounge, where she’ll be acting as
Time: 11:30am-12:30pm
liaison between Affiliate Summit and the press and
bloggers attending the show. Landing Page Optimization can lead to double digit conversion
rate gains and skyrocket your profits. Learn how to avoid the most
• Heather Smith, Blogger, Beautiful British common landing page problems in this fast-paced.
Columbia (Twitter @heatherinbc) • Tim Ash, President & CEO, SiteTuners.com (Twitter @tim_ash)

(This Session is Open to Platinum Pass Holders Only)


Exhibit Hall
Location: Exhibit Hall Area – SEO Tools You Can Use Today
Americas Halls 1 & 2 Session 4d
Time: 10:00am – 5:00pm Location: Classroom D – Murray Hill
Time: 11:30am-12:30pm
(Exhibitors may set up beginning at 9:00am)
This session is a quick moving brain dump of how to use the most
Opening Remarks & Keynote advanced powerful tools to help you with SEO. Expect to learn
how you can walk out and use several SEO tools to grow revenues
Location: General Session Room – today.
Grand Ballroom Suite
Time: 9:45am – 10:45am • Wil Reynolds, Associate, SEER Interactive (Twitter @
• Jim Kukral, Owner, TheBizWebCoach.com wilreynolds)
(Twitter @jimkukral)
(This Session is Open to Platinum Pass Holders Only)
• Chris Brogan, President, New Marketing Labs
(Twitter @chrisbrogan)
(This Session is Open to All Pass Holders)
FEEDFRONT MAGAZINE | AUGUST 2009 | 37
Luncheon Organic Site Review
Location: Sutton Complex Session 5d
Time: 12:30pm-1:45pm Location: Classroom D – Murray Hill
Time: 2:00pm-3:00pm
(Lunch is Open to Platinum Pass Holders Only)
Have your site reviewed for SEO by a panel of experts in the SEO
Managing Privacy & Maximizing Data in Affiliate Marketing industry.
Session 5a • Todd Friesen, Director, SEO, Position Tech (Twitter @oilman)
Location: Classroom A – Gibson
Time: 2:00pm-3:00pm • Eric Lander, Owner, EricLander.com (Twitter @ericlander)
• Kate Morris, Co-Founding Demon, Marketing Demons
Affiliate marketing thrives on valuable data, such as lead gen, (Twitter @katemorris)
email marketing and campaign results/statistics. Privacy, data and
• Scott Polk, Senior SEO Analyst, Bruce Clay, Inc. (Twitter @
security issues are critical today, especially in an industry where
scottpolk)
valuable data is a competitive advantage.
• Carolyn Shelby, Owner, CShel (Twitter @cshel)
• Alan Chapell, President, Chapell & Associates
• David Snyder, Co-Founder, Search & Social, LLC
• Gary Kibel, Partner, Davis & Gilbert LLP (Twitter @
GaryKibel_law)
(This Session is Open to Platinum Pass Holders Only)
(This Session is Open to Platinum Pass Holders Only)
Affiliate/Merchant Networking
Session 6a
Social Media Marketing for Affiliates
Location: General Session Room – Grand Ballroom Suite
Session 5b
Time: 3:30pm-4:30pm
Location: Classroom B – Clinton
Time: 2:00pm-3:00pm
(This Session is Open to All Pass Holders – Must be Registered as
Affiliate or Merchant)
Learn from some of the top Social Media Marketers, how you can
use social media to build links, drive traffic, and increase your
As you enter the room, you will drop your business card in the
site’s visibility.
Bingo Networking box. You will then be given a bingo card where
• Brent Csutoras, Social Media Consultant, Brent Csutoras, Inc. you will write your name in the center square.
(Twitter @brentcsutoras)
• Todd Malicoat, Owner, Meta4 Creations, LLC (Twitter @ Next, you circulate with everyone throughout the room. To
stuntdubl) complete the bingo card, you will need to meet 24 other people,
collect their business cards and have them write their names in
• Neil Patel, Co-Founder, KISSmetrics (Twitter @neilpatel) the open squares.
• Chris Winfield, President, 10e20 (Twitter @chriswinfield)
Then, we will call off the names on the business cards that
(This Session is Open to Platinum Pass Holders Only) everyone dropped in the Bingo Networking box when they
arrived. Regular bingo rules apply thereafter. The winner is the
first person with five names in a row, either across, down or
Web 2010 – Ten Trends Defining Your Future
diagonally.
Session 5c
Location: Classroom C – Gramercy
In addition to the prize (TBD) for the winner of Bingo Networking,
Time: 2:00pm-3:00pm
everybody that participates will walk away a winner, because
everyone will be making new contacts while playing the game.
As the internet becomes the critical hub for all business and
personal communications, discover ten trends that will allow
businesses and individuals to differentiate themselves and
succeed online.
• Jay Berkowitz, CEO, Ten Golden Rules (Twitter @
JayBerkowitz)

(This Session is Open to Platinum Pass Holders Only)

38 | AUGUST 2009 | FEEDFRONT MAGAZINE


Affiliate Summit East | 2009 Agenda
The Conversation Prism v2.0 Ask the Experts
Session 6b Location: General Session Room – Grand Ballroom Suite
Location: Classroom B – Clinton Time: 5:00pm-6:00pm
Time: 3:30pm-4:30pm
(This Session is Open to All Pass Holders)
We will observe, analyze, dissect, and present the dynamics of
conversations, how and where they transpire – becoming digital Ask the Experts will be an opportunity for merchants, networks
anthropologists in the process. and affiliates to ask questions about various specialties and
issues.
• Brian Solis, Principal of FutureWorks, PR 2.0 (Twitter @
briansolis)
Hand picked experts will handle topics in their specialty, and
(This Session is Open to Platinum Pass Holders Only) conduct chats, answer questions and share opinions during this
networking and education session.
Advertising on Facebook • Advanced Landing Pages for Affiliates: Scott Brinker,
Session 6c President & CTO, ion interactive, inc. (Twitter @chiefmartec)
Location: Classroom C – Gramercy
• Advanced Search Marketing For Affiliates: Gab Goldenberg,
Time: 3:30pm-4:30pm
Owner, SEO ROI Services (Twitter @GabGoldenberg)
Learn about advertising on Facebook and how affiliates can • Affiliate Strategies for Evaluating Merchant Partners:
reach over 100 million members. Join us for a panel discussion Michael Vorel, CEO, Vastplanet Corporation (Twitter @
including a Facebook representative covering all you need to michaelvorel)
know.
• Driving Consumer Action with Online Video: Bud Rosenthal,
• Zac Johnson, President / CEO, MoneyReign Inc. (Twitter @ CEO, TurnHere (Twitter @turnhere)
moneyreign)
• Ecommerce Economics: What Affiliates Should Know:
• Jeremy Schoemaker, President, ShoeMoney Media Group, Daniel Assouline, CEO & Co-Founder, UpClick
INC (Twitter @shoemoney)
• The Face (Yours!) of Affiliate Marketing: Christopher
• Alex Schultz, Manager, Facebook (Twitter @alexschultz) Park, Affiliate/Partnerships Manager, Blair.com (Twitter @
BLAIRAffiliates)
• Dennis Yu, CEO, BlitzLocal, LLC (Twitter @dennisyu)
• How to Get Your Niche Site Online: Evan Weber, CEO,
(This Session is Open to Platinum Pass Holders Only) Experience Advertising, Inc. (Twitter @experienceads)
• How to Make $70MM in 3 Years: Paul Moss, CEO, Moss
Organic Site Review
Affiliate Marketing
Session 6d
Location: Classroom D – Murray Hill • How to Motivate Affiliates: Geno Prussakov, CEO, AM
Time: 3:30pm-4:30pm Navigator LLC (Twitter @eprussakov)
• Monetizing Social Media: The How-To GuideJoe
Have your site reviewed for SEO by a panel of experts in the SEO Stepniewski, Co-Founder, Skimlinks (Twitter @digijoe)
industry.
• The New Google Rules: Mike Jacobs, Chief Services Officer,
• Todd Friesen, Director, SEO, Position Tech (Twitter @oilman) iMarketing LTD. (Twitter @mikeyjake)
• Eric Lander, Owner, EricLander.com (Twitter @ericlander) • Removing Barriers, Creating Performance Marketing
• Kate Morris, Co-Founding Demon, Marketing Demons Dominance: David Dalka, President, Dalka Strategy
(Twitter @katemorris) Consulting (Twitter @dalka)

• Scott Polk, Senior SEO Analyst, Bruce Clay, Inc. (Twitter @ • Removing the Payments Headache: Yuval Tal, CEO, Payoneer
scottpolk) • Using Photographs in Your Websites to Gain Traffic:
• Carolyn Shelby, Owner, CShel (Twitter @cshel) Deborah Carney, CEO, Team Loxly (Twitter @loxly)

• David Snyder, Co-Founder, Search & Social, LLC


Intium Services Party
(This Session is Open to Platinum Pass Holders Only) Sponsored by Click Progression, Intium Services
Location: Ultra Nightclub (37 W 26th St., New York, NY. 10010)
Time: 8:00pm – ?

FEEDFRONT MAGAZINE | AUGUST 2009 | 39


You come to Affiliate Summit for the best networking and
more. Shouldn’t you get the best once the show floor closes? Tuesday, August 11
That’s why, to celebrate the launch of the best affiliate
management solution, Click Progression, Intium Services Continental Breakfast
is granting VIP access to one of the most exclusive New Location: Sutton Complex
York nightclubs experiences – Ultra. We’re rolling out the
red carpet with a premium open bar and LA DJ Solomon
Time: 9:00am - 10:00am
spinning the hottest tunes. You’ll take home fabulous gifts (Breakfast is Open to Platinum Pass Holders Only)
to remember us by, but it’s sure to be an evening you won’t
forget. All the VIPs will be there; will you? Coffee Service
RSVP at http://www.intiumservices.com/affiliatesummit.aspx Location: Sutton Complex
Time: 10:00am–12:30pm
Affiliate Summit Karaoke and 2:00pm–6:00pm
Sponsored by TechKaraoke
Location: Sutton Complex Registration
Time: 9:00pm – 12:00am
Location: 2nd Floor Promenade
Think you have a great singing voice? Come out and rock Time: 8:00am - 3:00pm
with TechKaraoke and Affiliate Summit. The mission is
simple: choose the best song from the selected list of artists Blogger Room
that will definitely get the crowd moving. Deborah (or
“Debbie”) Gibson is not allowed. Ever. It is everyone’s duty
Location: Mercury Ballroom
to rock the mic! Time: 8:30am - 6:00pm
The Blogger’s Lounge is an area reserved for
credentialed bloggers/press to grab some
desk space, blog, interview, relax and network.
Heather Smith will be the BlogMistress of the
Affiliate Summit Blogger’s Lounge, where she’ll
be acting as liaison between Affiliate Summit
and the press and bloggers attending the show.
• Heather Smith, Blogger, Beautiful British
Columbia (Twitter @heatherinbc)

Exhibit Hall
Location: Exhibit Hall Area –
Americas Halls 1 & 2
Time: 10:00am – 4:00pm
(Exhibitors may set up at 9:00am)

Opening Remarks & Keynote


Location: General Session Room –
Grand Ballroom Suite
Time: 9:45am – 10:45am
• Jim Kukral, Owner, TheBizWebCoach.com
(Twitter @jimkukral)
• Peter Shankman, Founder & CEO, The Geek
Factory (Twitter @skydiver)
(This Session is Open to All Pass Holders)
Affiliate Summit East | 2009 Agenda

Keeping Your Affiliate Program Clean Lead Generation: Driving the Future of e-Commerce
Session 7a Session 7d
Location: Classroom A – Gibson Location: Classroom D – Murray Hill
Time: 11:30am-12:30pm Time: 11:30am-12:30pm

Learn advanced approaches to running a clean affiliate program. Lead Generation allows publishers to add a whole new revenue
A review of the systems, processes, tools and techniques used by stream to their repertoire. It not only provides quality control, but
leading affiliate programs to keep their programs clean. allows the publisher to predict commissions.
• Jamie Birch, Owner, JEBCommerce (Twitter @JamieEBirch) • Russ Pechman, Vice President, Lead Generation, LinkShare
• Graham MacRobie, President & CEO, Alias Encore (Twitter @
grahammacrobie) Luncheon
• David Naffziger, CEO, BrandVerity Location: Sutton Complex
Time: 12:30pm-1:45pm
• Joshua Sloan, CEO, Sloan Tech (Twitter @sloanzone)
(Lunch is Open to Platinum Pass Holders Only)
(This Session is Open to Platinum Pass Holders Only)

Affiliate Marketing-MLM Convergence: How to Profit


Bullet-Proofing Your Affiliate Agreement
Session 8a
Session 7b
Location: Classroom A – Gibson
Location: Classroom B – Clinton
Time: 2:00pm-3:00pm
Time: 11:30am-12:30pm
This session will define MLM, outline the opportunities and
Avoid catastrophe and build in great offensive weapons and
challenges, industry evolution, stats, and trends, as well as the
defensive shields by a carefully-crafted affiliate agreement. Bear
comparison to affiliate marketing.
in mind that most lawyers do not understand this specialized
field. • Debbi Ballard, CEO, International Network Liaison
Corporation (Twitter @DebbiABallard)
• Pete Wellborn, Founding Member, Wellborn, Wallace &
Woodard • Kevin Grimes, Member, Grimes & Reese, P.L.L.C.

(This Session is Open to Platinum Pass Holders Only) (This Session is Open to Platinum Pass Holders Only)

Profitable Performance Marketing: More Money for You Hot Topics in Marketing Compliance and Enforcement
Session 7c Session 8b
Location: Classroom C – Gramercy Location: Classroom B – Clinton
Time: 11:30am-12:30pm Time: 2:00pm-3:00pm

Presenting actionable items for 7 main topics, including social Hear from regulators and industry insiders on critical legal issues
media, negotiating, points of sale opportunities, content that facing affiliate marketers today, including advertising practices,
pulls, partnerships, prioritization, and the expense of inefficiency. affiliate liability, and enforcement priorities.
• Lisa Riolo, Consultant, LisaRiolo.com (Twitter @lisariolo) • Leonard Gordon, Director, Northeast Region, Federal Trade
• Karen White, VP of Marketing, SquirtGun Media Group, LLC. Commission
(Twitter @KarenWhite_LV) • David Graff, General Counsel and Sr. Vice-President,
Corporate Development, Epic Advertising
(This Session is Open to Platinum Pass Holders Only)
• Jeffrey Greenbaum, Partner, Frankfurt Kurnit Klein & Selz PC
(Twitter @jeffgreenbaum)
• Peter Marinello, Director, Electronic Retailing Self
Regulation Program, Council of Better Business Bureaus

(This Session is Open to Platinum Pass Holders Only)


Affiliate Summit East | 2009 Agenda

The Truth About Coupons Affiliate Triathlon


Session 8c Location: General Session Room – Grand Ballroom Suite
Location: Classroom C – Gramercy Time: 4:30pm – 5:30pm
Time: 2:00pm-3:00pm
The Affiliate Triathlon is a three event contest of skill,
The current economy and the sophistication of online shoppers determination and dexterity open to all attendees at Affiliate
has created the “perfect storm” for online coupons. Come see how Summit East 2009.
they can be effective for your program.
The winning athlete (highest cumulative score across the three
• Michael Ouellette, Director, Publisher Development,
competitions) will be awarded a 10’x 10’ exhibit hall booth (value:
Commission Junction
$5,195) for Affiliate Summit West 2010 in Las Vegas. Yes, the booth
• Kim Riedell, Vice President, Client Development – East, is transferable, so the winner can sell it at whatever cost they
Commission Junction wish.

(This Session is Open to Platinum Pass Holders Only) The entry fee for the Affiliate Triathlon is $100, which is donated
directly to Big Brothers Big Sisters of New York City.
Key Trends in Performance Marketing
Session 8d Enroll at http://www.affiliatesummit.com/affiliate-triathalon-
Location: Classroom D – Murray Hill enrollment/.
Time: 2:00pm-3:00pm
(This Session is Open to All Pass Holders)
An informative discussion about the current explosion and future
of performance-based marketing, including what it all means for
advertisers, traditional agencies and publishers. James Little of Affiliate Future at Affiliate Triathlon

• Don Mathis, CEO, Epic Advertising

(This Session is Open to Platinum Pass Holders Only)

GeekCast.fm Live!
Location: Classroom C – Gramercy
Time: 3:15pm-4:15pm

A mixed bunch of podcasters from GeekCast.fm will have


an open, candid discussion about the hot topics in affiliate
marketing.
• Michael Buechele, Owner, MikeBuechele.com (Twitter @
mikebuechele)
• Deborah Carney, CEO, Team Loxly (Twitter @loxly)
• Jim Kukral, Owner, TheBizWebCoach.com (Twitter @
jimkukral)
• Vinny O’Hare, President, Vincent O’Hare Consulting (Twitter
@vinnyohare)
• Scott Parent, Vice President of Emerging Media & Strategy,
MediaTrust (Twitter @americancliche)
• Lisa Picarille, Online Marketing Consultant, LisaPicarille.com
(Twitter @lisap)
• Lisa Riolo, Consultant, LisaRiolo.com (Twitter @lisariolo)

(This Session is Open to All Pass Holders)

42 | AUGUST 2009 | FEEDFRONT MAGAZINE


Photo by Brad Crooks
Ted Murphy

[ted_murphy_attribution_adam_wiggall_of_turnandface_dot_com.
jpg Ted Murphy]

It’s All About You.com


By Ted Murphy aren’t going to be a rock star overnight, but
if you start now you can build over time.
Make Your Mark
Every notable brand has a distinct logo
mark, color palette, font and style. If you
Jeremy Schoemaker. Gary Vaynerchuk. Zac
are not a designer, hire a real designer
Johnson. All names you know or should Ted’s Tips for Starting a with experience in branding. Share your
know if you read this magazine. But have Personal Brand brand promise and collaborate to create a
you ever thought about why?
Define Your Brand Promise professional graphic identity you like.
What are you all about, your interests, your
The reason you know their names is that
specialty? Successful branding is about Share and Promote
these marketing mavens have taken the
promoting your natural strengths. If you Your new domain should serve as the
time to build and maintain a personal
are a geek; be a super geek. If you are hub for all things you. Update your
brand. You know them because they
good looking; show off that pretty mug of content on a regular basis and use
want you to know them. They work at it.
yours. List out your assets and determine social media tools to start spreading
They invest in it. They view building their
what will appeal most to your audience. the word. If you really want to grow
personal brand as an integral part of their
Create a simple statement that defines you are going to need to invest some
business endeavors.
your brand promise, such as “Creative cash or other currency. Consider having
disruption of the marketing industry with custom swag made, attending industry
Personal brands are powerful. In many
a smile”. events, and buying ads to get your
ways they can be more valuable than a
product, service or corporate brand. Want name out as much as possible. If you
Own Your Name want to be perceived as a rock star you
to sell more wares? Slap Trump’s name
If you don’t already have your own have to promote like a rock star.
on a building, have Britney Spears front
personal domain; go out and get one.
a perfume or leverage the ShoeMoney
Your domain should either be based on
name to sell a set of Internet Tools. People
your real name or on a persona you plan
identify with people. Marketable people
to go by. Any persona you create should A serial entrepreneur, Edward “Ted”
with solid personal brands can sell almost
complement your brand promise. You Murphy has founded six companies
any product.
should try to lockup the name throughout since 1994, has a reputation for
the socialsphere. Don’t be @johndoe on disruptive creativity, and in a short time
I believe every affiliate marketer should
Twitter and have the domain technojohn.
invest time and money creating his or her has built one of the most recognizable
com. Be consistent whenever you can to
personal brand. Whether you are working personal brands in the social media
avoid confusion.
for yourself or an employer, a personal community.
brand can be an incredible long-term asset
that can open doors and create wealth. You

FEEDFRONT MAGAZINE | AUGUST 2009 | 43


Keynote Bio

Chris Brogan
Chris Brogan uses social media and technology to build digital relationships
for businesses, organizations, and individuals. He has merged his experience
in technology (enterprise IT and wireless telephony) with his passion for social
media, such that he’s showing organizations how to use these tools inside
the firewall, as well as to build authentic conversations between coworkers,
customers, and even competitors, and demonstrating how these tools drive
business. Chris is Vice President of Strategy & Technology at CrossTech Media, an
integrated marketing and events company. He blogs at chrisbrogan.com.
Speaker Bios

Keynote Bio

Peter Shankman
Peter is the founder and CEO of The Geek Factory, a marketing and PR firm. He
launched HelpAReporter.com to connect journalists with sources via social media.
He launched AirTroductions, which was acquired and relaunched as TripLife. He
is the author of “Can We Do That?! Outrageous PR Stunts That Work and Why Your
Company Needs Them.”

FEEDFRONT MAGAZINE | AUGUST 2009 | 45


Affiliate Summit East 2009 Speakers
Stephanie Agresta rates. During his 14 year involvement with the Internet, Tim has
Stephanie Agresta has been a force in the online marketing industry worked with Verizon Wireless, American Express, Sony Music,
for nearly 15 years. An expert in social media, affiliate program COMP USA, Universal Studios, Rand McNally, Red Envelope, Black
management and Web 2.0 strategies, her mission is to connect & Decker, and Coach to develop successful Internet initiatives. He
people, ideas, products and services using digital technology in is a highly-regarded speaker and workshop leader at conferences
new and inventive ways. Stephanie is the Executive VP of Digital including Search Engine Strategies, Affiliate Summit, eMetrics,
Strategy and Social Media at Porter Novelli after five years of OMS, and PPC Summit. Tim is a contributing columnist to several
building her successful personal consultancy. Stephanie has been publications including SearchEngineWatch, Website Magazine, and
instrumental in developing innovative digital media strategies Visibility Magazine. He received his B.S. and M.S. during his PhD.
for Fortune 500 brands including Microsoft, Windows Mobile and studies in computer science from UC San Diego. He is the author
PepsiCo. She started her career with iVillage, and has since held of the bestselling book Landing Page Optimization: The Definitive
prominent sales, marketing and business development roles with Guide to Testing and Tuning for Conversions (Wiley Press, 2008)
Internet powerhouses such as Barnes & Noble.com, Register.com, LandingPageOptimizationBook.com.
SpaFinder and Commerce360. Stephanie holds a master’s degree in
public affairs from the University of Minnesota and a bachelor’s from Daniel Assouline
Luther College. She blogs at internetgeekgirl.com and she tweets Daniel Assouline is the CEO and co-founder of UpClick, the free
@stephagresta. payment processing solution for software companies which
allows customers to cross-sell their products through a network of
affiliates, sharing subsequent revenues and boosting profits. Daniel
Mike Allen is a serial entrepreneur, having sold his first software business to
Mike Allen founded Shopping-Bargains.com in February 1999
Sanyo at the age of 17 and then going on to build a number of other
and currently serves as President and “Chief Executive Shopper.”
technology and finance companies. Prior to building and running
Designed to be everything you need to save money online,
his own internet companies, Daniel spent six years at Dell Computer
Shopping-Bargains.com was a finalist for the LinkShare Golden
where he worked at Dell Labs drawing up long-term technology
Link Merchant’s Choice Award in 2005 and the LinkShare Golden
plans for the company.
Link Advertiser’s Choice Award in 2008. Mike received the Affiliate
of the Year award at the 3rd Annual Affiliate Summit Pinnacle
Awards in 2009. In addition, Shopping-Bargains was inducted into Sarah Austin
the Mississippi BBB’s Business Integrity Circle of Honor in 2007. Sarah Austin is a Manhattan-based alternative media producer
Mike attends most affiliate marketing industry conferences and and online lifecaster who interviews tech-oriented developers
has presented at Affiliate Summit, BlogWorld and the Performics and Internet personalities, both well known and obscure. The New
Client Summit. Mike serves on advisory boards for LinkShare, York Times, grouping her as a central figure in the new emerging
Affiliate Summit, the Google Affiliate Network and a4uexpo in subculture of New York techie night life, described her as “the
Europe. He also blogs at ReveNews and authored a chapter about founder of Pop17, a Web site posting her video interviews with tech-
finding bargains online in a book for military families (Your Military world celebrities.”
Family Network: Your Connection to Military Friendly Businesses,
Resources, Benefits, Information and Advice [2008] with a foreword Larry Bailin
by Senator John McCain). Larry Bailin is bestselling author of the acclaimed marketing
book, Mommy, Where Do Customers Come From? and CEO of the
award winning Internet marketing company, Single Throw. Bailin
Wright Andrews is an expert in the fields of, sales, Internet marketing and the new
Wright Andrews is founder of Butera & Andrews, a former
customer culture. He has been hired as a speaker for the following
President of the American League of Lobbyists and was included
organizations: Microsoft, UPS, HealthSouth, The Direct Marketing
in Washingtonian Magazine’s Top 50 Lobbyists. His clients have
Association, The Conference Board, Business Marketing Association,
included numerous major corporations, trade associations,
Search Engine Strategies, Affiliate Summit, BlogWorld, Podcast Expo,
Governors of various states. In the last several years, he had
American Marketing Association and others. Bailin has co-presented
managed teams of lobbyists for large, multi-million dollar lobbying
with industry leaders such as Ask Jeeves, Yahoo! and MSN. He
coalition efforts at both the federal and state levels. Andrews began
has also shared the platform with bestselling author, Seth Godin.
his career as Chief Legislative Counsel to Senator Sam Nunn and has
Mommy, Where Do Customers Come From? released on November
been featured on many television and radio programs dealing with
15, 2007 and within hours of release rose to number 3 on Amazon’s
lobbying.
bestsellers list. The book has been dubbed “an instant classic” by
readers and the media. Advanced praise was given by bestselling
Tim Ash authors, Brian Tracy, Jeffrey Eisenberg and Harry Beckwith. Bailin has
Tim Ash is the President & CEO of SiteTuners.com, a landing page also written for Yahoo’s search marketing Blog and was called, “one
optimization firm that offers consulting, full-service guaranteed- of the top minds in the business” by the Yahoo search marketing
improvement tests, and software tools to improve conversion team.

46 | AUGUST 2009 | FEEDFRONT MAGAZINE


Speaker Bios
Anthony Bajoras Jay Berkowitz
As President and Co-Founder of m o v e software, Anthony has Jay Berkowitz is a dynamic marketing professional. He has managed
led the launch of AffiliateReporting.com, a software solution that marketing departments for Fortune 500 brands: Sprint, Coca-
dramatically improves affiliate search marketing campaigns by Cola and McDonald’s and successful dot-com eDiets.com. Mr.
automating pay-per-click profit analysis, bid management, and Berkowitz is the author of the Ten Golden Rules of Online Marketing
optimization across numerous search engines by integrating data Workbook, the host of the Ten Golden Rules of Internet Marketing
from nearly all affiliate networks. From 1999 to 2008 Anthony led Podcast and Founder and CEO of www.TenGoldenRules.com , an
the development and sale of m o v e marketing, a performance internet marketing consulting business based in South Florida. Ten
search engine marketing agency that generated tens of millions of Golden Rules helps companies get more traffic to their websites and
dollars in affiliate commissions and more than $2 Billion in online convert that traffic to sales with a focus on improving internet profit.
sales for nearly 1000 partners, ranging from start-up to Fortune Mr. Berkowitz is the immediate Past President of the American
500. Prior to co-founding m o v e, Anthony was Director of Business Marketing Association South Florida and a founding Board Member
Development and Strategic Partnerships for DIRECTV Broadband of SFIMA, the South Florida Interactive Marketing Association. Mr.
and Vice President of Business Development for E-Tropolis, a Berkowitz is a popular presenter at conferences and events such as
Chicago based ISP and community/ social marketing innovator. Affiliate Summit, The American Marketing Association, The Direct
Anthony earned his undergraduate degree in Business Management Marketing Association, Search Engine Strategies, Ad-Tech, and the
and Entrepreneurship from DePaul University in Chicago and CEO Executive Forum.
has pursued non-degree studies in Design and Engineering at
Northwestern University, Illinois Institute of Technology, and Arizona Jamie Birch
State University. Currently I am the owner of JEBCommerce. We manage affiliate
programs for our clients as well as paid search, SEO, web
Debbi Ballard development and more. Since 2005, I have also been a contributor
Debbi A. Ballard is CEO of International Network Liaison at Revenews.com. Prior to JEBCommerce, I was the Director of
Corporation, a marketing/management consulting firm for the Affiliate Relations at Converseon, where I managed all aspects of
multi-level marketing industry (MLM). For over twenty years, she affiliate programs including recruiting, retention, strategy, while
has done consulting for start-ups and established firms in the U.S. managing a team of experienced affiliate managers. At Converseon,
and abroad. She is now also spearheading the development of mlm I managed programs such as Hilton Hotels, Palm, Mikasa, Edmund
best practices at www.mlmconsultantsblog.com. She is well known Scientifics and more. Prior to Converseon, I managed a multi-million
for anticipating future trends in the industry and for her attention dollar affiliate program and search campaigns for Coldwater Creek,
to details. An expert witness in matters relating to MLM network a top 5 national women’s apparel retailer. I have also held positions
marketing, she is the author of the first book ever written for with a number of e-commerce and online marketing companies
networkers on how to build their businesses with an entrepreneurial where my focused was on performance marketing and customer
mindset. She is also author of the ebook “Sixty Things You Should retention and activation initiatives. I also have many years of
Know About MLM Compensation Plans.” She has addressed business experience in Search Engine Optimization, Email Marketing and
and governmental conferences on issues relating to MLM and the other tech marketing areas.
entire direct selling industry.
Scott Brinker
Shashi Bellamkonda Scott is the president and CTO of ion interactive, a leading provider
Shashi Bellamkonda works for Network Solutions as the first- of post-click marketing software and services in the search
ever Network Solutions “Social Media Swami”. Helped Network marketing industry. Clients have included American Greetings,
Solutions aggressively move into the online space to listen to and Citrix, HSBC, Intuit, Procter & Gamble, Wellpoint, and Wyndham
interact with its customers and win the 2008 SNCR Excellence in Worldwide. Scott has over 12 years experience in web technology
New Communications Award for Online Reputation Management/ and online marketing. He has spoken at SMX, SES, ad:Tech and EO
Corporate Division. A prolific Twitterer, blogger, and product on the topic of post-click marketing and landing page strategy. He
innovator, Shashi loves technology, testing new things and helping has written articles for Advertising Age, Adweek, B2B Magazine,
people. A self-described “Internet junkie,” Shashi has presented DM News, MarketingProfs, and SearchEngineLand. He is also a
previously on “How to Sell Social Media to Your Boss” and “Social co-editor of the Post-Click Marketing Blog and a co-author of
Media tools for Small Business”. Shashi started his blog to keep his the book “Honest Seduction: Using Post-Click Marketing to Turn
many on and offline friends up to date on the coolest new things Landing Pages into Game Changers”. Scott has a BS in Computer
to check out and answer their questions on social media and Science from Columbia University and an MBA from MIT. He also
technology from what to use and how, how to prevent popups, how writes a personal blog on marketing technology, Chief Marketing
to avoid viruses, how to save computers from hackers, and the ever Technologist.
popular “Why is my computer freezing?”

FEEDFRONT MAGAZINE | AUGUST 2009 | 47


Speaker Bios
Michael Buechele Brent Csutoras
Since the early 90s, Michael has worked in publishing, both print Brent Csutoras is a seasoned Internet Marketing Consultant who
and online. Before the Tech Bubble burst, he joined DoubleClick primarily specializes in Social Media, Viral Linkbait and Search
in NYC’s Silicon Alley to learn about ad serving from the best in Engine Marketing strategies. Known for his work on Weird Asia
the industry. Later, he went on to help some of the biggest and News, a popular website serving a growing audience of around
best publishers get even better; companies like Cartoon Network, a million unique visitors a month, Brent has built a reputation
Brightcove, Marvel Comics, National Public Broadcasting, CBS as a Social Media expert. Brent speaks regularly at some of the
Radio, and NBC Universal. In 2007, he started 11|15 Media after largest and well known conferences, such as SMX, Pubcon, SES,
seeing the tremendous opportunities in Performance Marketing, and InfoPresse. He has also been mentioned in Forbes.com,
publishing and to have a platform to teach leadership. interviewed forEntrepreneur.com, and was recently recognized
as one of the Top 25 Most Influential Online Marketers of 2008.
Deborah Carney Brent has made guest appearances discussing the arts of Social
Deborah has been a professional photographer for 30 years, Media and the impacts it has on Search Engine Marking on highly
including photographing weddings, other social events popular internet marketing radio shows such as Good Karma,
and conferences, on location cat shows, as well as a fine art Rush Hour, and Webmaster on the Roof. Most recently, Brent was
photographer. She has been creating websites for 15+ years, that named a Senior Editor for Social Media in the SEM Journal and
all included photographs optimized for the web, because back awarded a SEMMY.
then they had to be since we were all on dialup! A selection of
her photos hang in hotels, homes and offices, and are published David Dalka
in several cat breed books, as well as being scattered all over the David is a passionate voice for fully considering search engine
web and some newspaper publishing along the way. Currently an marketing/optimization, performance marketing and social
affiliate and Outsourced Program Manager that teaches affiliates media innovation strategy at the c-level executive and board of
how to optimize their sites and that uses images heavily in her directors level and integrating the activities fully into corporate
own sites. You can hear her tips on Affiliate ABCs and Make Your culture. His interests are in seeing organizations outperform
Mark (art marketing) podcasts. by acting nimbly, with a bias for action and utilizing current
marketing technology to create customer focused experiences
Alan Chapell that drive revenue growth! You may ask David to speak at your
Chapell founded Chapell & Associates in 2003. Since then, his conference or executive retreat, provide search marketing
firm has helped over 100 technology and media companies strategy management consulting, visit his online marketing
craft their privacy and data strategy – from working with strategy blog or follow him on Twitter.
startups as an angel investor to building programs for some of
the largest agencies and advertisers in the world. Email Alan AT Trisha Lyn Fawver
ChapellAssociates.com for more information. Trisha burst onto the affiliate marketing scene in 2006 with no
shortage of enthusiasm. Quickly turning her passionate desire
Sal Conca to learn into actionable items and real results, she lead the way
Sal Conca is a Senior Media Manager at NETexponent and in repairing a neglected affiliate program and establishing it as
manages affiliate programs for Audible.com, iChapters.com a top program, all while managing email marketing and other
and the Financial Times. With a degree in Music Business from assorted marketing campaigns at PsPrint. Trisha is now an affiliate
the University of Miami and an MBA in Marketing from Hofstra manager with Paulson Management Group, a leading outsourced
University, Sal has worked in the affiliate marketing industry program management and online marketing firm. Blogging
since 2001 where he first helped manage the 1800Flowers.com about marketing and social media at TrishaLyn.com has set her
Affiliate Program. From 2005 to 2008 he managed the Puritan’s apart from the pack and allowed her to gain insight and expertise
Pride affiliate program, a division of NBTY, Inc. which is the largest within the dynamic industry of affiliate marketing.
vitamin and supplement manufacturer in the world. Sal was
responsible for doubling the multi-million dollar affiliate program
as well as increasing customer acquisition. While there he also
launched the Vitamin World affiliate program. Sal has managed
programs on multiple networks including Linkshare, Commission
Junction and Pepperjam and has extensive knowledge of
datafeed creation and integration, search engine optimization as
well as landing page design and optimization.

FEEDFRONT MAGAZINE | AUGUST 2009 | 49


Todd Friesen Gab Goldenberg
Todd Friesen is considered by many to be an SEO pioneer. Gab Goldenberg is passionate about SEO, and internet marketing
He entered the SEO world in 1998 and has since worked with generally. He’s been in the mainstream media (About.com, CNet,
top-name clients like Sharper Image, Nike, Neiman Marcus and La Presse), trade media (Search Engine Land, SEO Book, SEOmoz),
Accor Hotels North America on natural search optimization. He and spoken at several Search Marketing Expo shows. You can read
is an expert in search engine marketing, a former administrator his ideas on advanced internet marketing at SEOROI.com/blog.
at Webmasterworld, and a former moderator for Search
Engine Watch. He is co-host of the popular SEO Rockstars on Jen Goode
WebmasterRadio.FM, as well as a regular speaker at Search Engine Jen is JGoode Designs, she is the founder and illustrator
Strategies, WebmasterWorld Pubcon, SMX and other conferences. behind the unique apparel, gifts and handmade goodies
Todd holds a Bachelor of Commerce degree from the University that the company offers. She has been a professional in the
of Calgary and currently resides in Seattle, WA. design industry for 14 years, changing direction from client
focused Graphic Design to becoming a self-promoted artist
Karen Garcia offering “doodles on t-shirts” in 2006. She has taken hold of the
Karen Garcia is a co-founder and partner at GTO Management, an excitement surrounding new media, combining the fast paced
outsourced affiliate program management company. Karen has worlds of performance marketing, social media, and print on
ten years of experience in e-commerce and marketing. Beginning demand as a means to promote herself and her work. Currently,
in 1999, Karen successfully developed and managed the affiliate her most recognized piece is a cartoon penguin often seen
program for Shari’s Berries. While at Shari’s, she increased wearing artist garb. Jen’s motto for daily success is “Inspiring
brand awareness, affiliate performance and customer retention smiles every day”.
through the effective use of digital methods, e-mail marketing
and promotions, print advertisements, SEO and SEM campaign Leonard L. Gordon
development. Karen has consulted on and profitably managed Leonard L. Gordon serves as the Director of the Northeast
dozens of affiliate programs on many different network platforms Regional Office of the Federal Trade Commission, where he
ranging from large national brands such as National Geographic supervises the investigation and litigation of both consumer
and MediFast to niche merchants like BowlingShirt.com and protection and antitrust matters. Mr. Gordon joined the FTC in
MakeBeer.net. Karen is also a co-founder of CAMA, the Christian 2005 as a senior attorney, and, since joining the agency, he has
Affiliate Marketing Association, a faith-based organization formed led numerous antitrust and consumer protection investigations.
in 2007 to promote fellowship, wholesome Christian affiliate He became the Assistant Director in August 2007 and the Director
programs, and integrity and fairness in affiliate marketing. in March 2008. Mr. Gordon also regularly speaks to legal, business
and consumer groups on both antitrust and consumer protection
Robert Glasgow topics. Mr. Gordon joined the FTC after 17 years as an associate
Robert co-founded Webgains together with Peter Dunham, and then a partner with the firm now known as DLA Piper, where
Webgains Technical Director, in 2004. Robert’s primary his practice focused on antitrust, business tort and general
responsibilities include the day-to-day management of Webgains business litigation and counseling. Mr. Gordon graduated from
in the UK, and the strategic direction of the Webgains business the George Washington University Law School with honors in
across Europe and North America. In addition, Robert has been 1988.
charged with developing Webgains into a sizeable pan-European
& international media company. Webgains UK is now a significant, David Graff
well-respected business and Webgains has fully localized David Graff is the General Counsel and Senior Vice-President,
platforms and in-country teams in France, Germany, Holland, Corporate Development, for Epic Advertising, an on-line
Denmark, Sweden, Spain and the USA, which opened recently. marketing solutions provider. Based in New York, Epic Advertising
Robert has extensive experience in running both Internet-related develops and coordinates comprehensive and strategic online
and high-growth businesses, having spent several years bringing marketing campaigns for advertisers across multiple industries.
American web company AllAdvantage.com to Europe. Robert Mr. Graff is also the Chairman of Online Intelligence, a consulting
also has a number of years experience running online marketing firm providing services in the area of online fraud prevention and
companies, joining Trafficmaid in 2001 and Affiliate Window in detection. Mr. Graff previously served as Executive Vice-President
June 2003 as Managing Director. and General Counsel for Edison Schools Inc. He is a frequent guest
speaker on issues related to online advertising and regulatory
compliance. An active member of the IAB, DMA and the PMA, Mr.
Graff regularly consults with industry leaders and professionals on
a wide range of matters concerning internet marketing.

50 | AUGUST 2009 | FEEDFRONT MAGAZINE


Speaker Bios
Michael Gray Kelly Harman
Michael Gray has worked in the internet world since 1998, when Kelly Harman is President of Zephyr Strategy, a strategic
he became Webmaster for a major retailer in New York. He planning and marketing consulting firm located in Virginia.
developed their website strategy and grew their online sales from Zephyr specializes in helping companies integrate today’s online
$100,000 to over $25 million in annual website sales. Michael then technologies with proven, sales-driven strategies to capture new
moved into affiliate marketing and started his own consulting clients, keep existing customers and grow revenue profitably.
firm. Michael has worked with many businesses to develop and Zephyr’s clients have included MCI, Sony, Panasonic, Tandberg,
implement their Social Media Strategy. He also specializes in blog Lockheed Martin, and Polycom. The company also has a roster
development and Search Engine Optimizations for businesses of of international clients. Ms. Harman is a serial entrepreneur with
all sizes. Michael has been a speaker at Search Engine Strategies, twenty years of business experience. Prior to starting her own
PubCon, SEOClass and SMX. He is also moderator at Sphinn and firm, Kelly was part of a management team that grew a leading
Webmaster World. Michael is President of Atlas Web Service, videoconferencing systems integrator from $8 million to $100
located in Long Island, New York. million in a five year period. She has been involved in six M&As,
and assisted with the branding and launch of four technology
companies. Learn more about Zephyr Strategy at www.
Jeffrey Greenbaum z3strategy.com or email Kelly at Kelly@z3strategy.com.
Jeffrey A. Greenbaum is a partner at the law firm of Frankfurt
Kurnit Klein & Selz, PC. Mr. Greenbaum counsels advertisers,
online marketers, media companies, advertising agencies, and Tyrona Heath
production companies on advertising and intellectual property Tyrona Heath is a program manager for customer education
matters. He also represents advertisers in connection with specializing in the Google AdWords product. In this role, she
advertising litigation and regulatory investigations, as well as develops programs to help Google customers meet their
before the National Advertising Division and other self-regulatory marketing goals. She also supports the needs of customers with
organizations. Mr. Greenbaum is a director of the Promotion the Google Advertising Professionals program (GAP). After joining
Marketing Association and has previously served as chair of the Google in 2003, Tyrona spent several years helping advertisers
Committee on Consumer Affairs of the New York City Bar. He as an AdWords account manager before moving on to manage
recently spoke at the “FTC at 100” workshop, and has also spoken Google AdWords customer education programs. Tyrona has
at conferences sponsored by the National Advertising Division, delivered training to thousands of successful Google AdWords
the Promotion Marketing Association, the Electronic Retailing users and specializes in helping businesses and non-profits build
Association, and many others. He has been recognized as one awareness among their target audiences. Tyrona lives in New York
of the nation’s leading lawyers in media and entertainment by City where she enjoys competing in track and field races.
Chambers USA.
Rae Hoffman
Kevin Grimes Eight years ago Rae started a small website about her son and
Kevin D Grimes is a 1982 graduate of Colorado College with a his medical condition that became one of the first international
Bachelor of Arts degree and received his law degree in 1985 from support groups and largest website in general on the topic. It
the Southern Methodist University School of Law. After serving earned national media coverage and helped further medical
in U.S. Army Judge Advocate General’s Corps, he joined a general research in the field. Investigating ways to support that site,
civil law firm with a diverse corporate and litigation practice. He she found affiliate marketing and became one of the most well
then moved to Metaluca, where he was exclusively responsible known voices in the affiliate landscape and organic search engine
for day-to-day legal support of all departments. After leaving optimization. Today, her current area of research is site auditing
Metaluca, he began his own law firm to provide comprehensive and advanced organic link development techniques relating to
legal services to direct selling, multilevel marketing, and network all of the major engines. Ms. Hoffman is the Principal of Sugarrae
marketing companies ranging from start-ups to those of SEO Consulting. She also owns numerous successful personal
international prominence. websites on a wide range of topics.

FEEDFRONT MAGAZINE | AUGUST 2009 | 51


Mike Jacobs company. Kristopher is looked to by thousands of businesses
Mike Jacobs is Chief Services Officer for iMarketing LTD, an online worldwide as one of a small group of pure internet marketing
marketing agency serving clients like Yahoo!, Dow Jones, eDiets, experts. Kristopher was recognized in 2005 as an Entrepreneur
Forbes, and AARP. A pioneer in online marketing and noted of the Year by Bank of America and as one of the “Top 20″
search guru before there was a Google, Mike is a consultant to Business Leaders in Northeastern, Pennsylvania under the age
several hedge funds, and his campaign work has been recognized of 40. Kristopher previously worked as a senior staff member to
in national conference presentations by Google and in eBay’s Congressman Paul E. Kanjorski (PA-11) and is a frequent speaker
marketing training program. Mike has been featured in Revenue, at conferences including Search Engine Strategies (SES), eTail,
E-Commerce Times, Enterprise 2.0, DM News, and The New York ERA, and Affiliate Summit, among others.
Times. He has spoken at venues including Commission Junction
University, Internet.com’s Affiliate Solutions, and LinkShare Bennet Kelley
Summit & Symposium. Previously, Mike was co-founder and Bennet Kelley is founder of the Internet Law Center and has been
Director of Marketing for Expression Engines / Bigfoot Interactive, at the center of many of the hottest Internet issues over the past
sold to Epsilon in 2006. He also founded WebMogul – one of decade. Kelley, who previously was Assistant General Counsel
the original SEO firms – and worked as a venture capitalist and for ValueClick, is Vice Chair of the California Bar’s Cyberspace
Fortune 100 strategy consultant. Mike graduated Yale University Committee and a contributor to the Journal of Internet Law.
magna cum laude in three years with a BA in Economics. Kelley spoke at the 2007 and 2008 Affiliate Summit West.

Zac Johnson Gary Kibel


At the ripe age of 15, Zac Johnson began making money Gary Kibel (gkibel@dglaw.com) is a partner with the law firm
online designing web site banners for $1 each. A self taught of Davis & Gilbert LLP. He practices in the areas of New Media,
entrepreneur, Zac’s been making money online for over 10 years Advertising/Marketing and IP law. Gary regularly counsels
and been involved in nearly every facet of affiliate marketing. Still clients with respect to issues such as interactive advertising,
a one man company, a recent highlight of Zac’s success is “How I search marketing, affiliate marketing, enterprise technology
Made $860, 538.38 Profit in 4 Months!” from one web site, and can implementations, contextual/behavioral advertising, privacy
be read at his Super Affiliate blog. Zac’s latest focus is his personal and data security, gaming, content licensing, wireless services
blog “Inside the Secret Life of a Super Affiliate” (ZacJohnson.com), and entertainment, joint ventures, copyrights, trademarks,
where he provides readers firsthand accounts of his experiences, corporate matters and laws affecting the Internet. Davis & Gilbert
successes & failures. In addition to his own success stories, Zac is widely regarded as the premier law firm in the U.S. representing
reviews affiliate networks and informs readers how & where they advertising, marketing and promotions agencies, from specialized
should be making new money. He plans on releasing a case study shops to the largest advertising holding companies in the world,
of his secret tips free through his blog instead of in an eBook. and also represents prominent technology and entertainment
Zac’s blog has grown to over 1500 subscribers and has referred companies, marketers, and advertising trade associations. Prior to
over $100,000 in new business to his advertisers and network becoming an attorney, Gary was an Information Systems Analyst
partners in less than a year. with Merrill Lynch.

Jessie Jones Beth Kirsch


Jessie Jones is the founder and CEO of PopShops.com, a leading Beth Kirsch is part of a founding team that has boot strapped
provider of aggregated product content and search for over uAmplfy over the past two years and she is responsible for
50 million products from over 2,000 merchants across all major strategy, sales, and business development. Beth was previously
affiliate networks. Having spent over 16 years in the technology the VP of Marketing and Sales at Like.com, where she brought
industry at Microsoft and its whirlwind spin-off, Expedia.com, the product to market and grew revenue from zero to millions.
she is a firm believer in maintaining a nimble development Before that, she was a Director of Marketing at LowerMyBills.com,
environment and a creative, user-focused team. Originally from an Experian Company and top five Internet advertiser. She also
Austin, and a graduate of the Rhode Island School of Design, directed online media, search, and affiliate channels for Audible
Jessie now lives in Seattle with her husband, son, and two dogs. during its high growth period. Beth has been an expert speaker
at industry conferences on a regular basis including, Ad:Tech,
Kristopher B. Jones Affiliate Summit, and the Direct Marketing Association. She also
Kristopher B. Jones is well-known throughout the search-engine blogs on ReveNews, and her entries have been redistributed in
and affiliate marketing community as a true pioneer and leading numerous publications including the Wall Street Journal Online,
voice on trends and strategies for effective online marketing. paidContent.org, iMediaConnection, and MarketingVOX. Beth
As President and CEO of Pepperjam, an Inc. 500 Company was part of a team at ReveNews that received MarketingSherpa’s
and industry-leading search, affiliate and media management “Best Blog 2006” award.
Speaker Bios
Jim Kukral addiction to Twitter. Stephanie’s key to success is maintaining
Jim Kukral (The Web Coach) is an award-winning blogger, open communications.
speaker, author and business web coach. For over 10 years, Jim
has been working with both small businesses and Fortune 500 Graham MacRobie
customers to help them find success online. Jim is a graduate of Graham MacRobie is President and CEO at Alias Encore, a
The University of Akron. You can read about Jim and his many publisher focused on helping companies increase highly
online successes by visiting www.jimkukral.com. qualified traffic to their websites through strategic acquisition
of misspelled domain names. Prior to Alias Encore, Graham was
Eric Lander founder, President and CEO at CitizenHawk. Graham believes that
Eric Lander is a search marketing consultant with agency and it is no longer sufficient for a company to just own the domain
in-house experience since 2000. Co-founding two separate SEO name that exactly matches their trademark because significant
firms and later managing search marketing for ADP, Incorporated, revenues are surreptitiously diverted to competitors through
Lander’s experience and familiarity in all types of web sites makes literally millions of “typosquatting” sites that seek to improperly
him a valuable asset to a website review panel. Previous clients of capitalize on the accidental keystrokes of unsuspecting Internet
Lander’s include Johnson & Johnson, Automotive.com, Fleishman users. Passionate about helping the good guys win, Graham is
Hilliard, Career Education Corporation, Dealix, The George an expert on many forms of Internet-based fraud. At Alias Encore
Washington University and The Carter Center. Throughout his and previously, Graham has designed automated systems to
career Lander has enjoyed writing articles and informative pieces detect fraud and practical business processes for large-scale fraud
that assist web site owners with addressing various challenges in management. Affiliate programs, and the particular challenges
the search marketing industry. Articles first began appearing in that they present, have been an area of special interest for him.
2002 on sites like SEO Today, SitePoint and Search Engine Guide.
Today, Eric serves as the Associate Editor for Search & Social Todd Malicoat
Media’s online news resource, Search Engine Journal. Todd Malicoat is an independent marketing and business
consultant. He’s done strategic consulting for companies large
David Lewis and small, and built and sold several sites of his own. Todd
David Lewis is CEO and founder of 77Blue which operates online has been an active conference speaker at both Search Engine
shopping websites including Cashbaq. David has worked for and Strategies, Webmaster World Pubcon, and other industry
founded Internet and software businesses for over a decade with conferences for several years, and is considered a leading
companies including Overture / GoTo.com, Intuit, Edmunds.com, authority on search and social marketing. He has been cited by
SeeBeyond, Union Bank of California and Digital Planet. Earlier Inc. Magazine, The Sydney Herald, Website Magazine, The New
in his career, David was a Certified Public Account and received York Post, Infoworld, and many other media outlets on search,
his MBA from UCLA’s Anderson School. David was awarded the reputation management, social media, and other web related
Horizon Award for Innovation by Commission Junction in 2006. issues. Todd also runs a blog that covers all areas of web traffic
David recently launched his first Facebook app, statustalker. acquisition called Stuntdubl.com – that echoes his mantra of
“Getting hit by traffic…not cars.”
Brian Littleton
As the founder and CEO of ShareASale, Brian has connected Peter Marinello
thousands of merchants and affiliates alike, ensuring mutual Peter C. Marinello is the Director of the National Advertising
profitability while preserving the sprit and core values of the Review Council’s (“NARC”) Electronic Retailing Self Regulation
affiliate marketing industry. Since 2000, his leadership and vision Program (“ERSP”) and a Vice President of the Council of Better
have helped shape the industry into what it is today. ShareASale Business Bureaus, Inc. (“Council of Better Business Bureaus, Inc.”).
currently supports over 2,200 small- to medium-sized merchants, Before joining NARC in July 2004, Peter had been the Associate
and works with its clients, both on the advertising and publishing Director at the National Advertising Division of the CBBB (“NAD”)
end, to maximize their individual potential. since 2000 and a Senior Staff Attorney with NAD since March
of 1993. Peter has written over 500 self-regulatory decisions on
various advertising topics and products including nuclear energy,
Stephanie Lichtenstein dietary supplements, direct response and on-line marketing and
Since discovering affiliate marketing in 2007, Stephanie
has spoken on behalf of the NAD and ERSP at a number of trade
Lichtenstein has found her passion. She is a proud affiliate
conferences and workshop seminars throughout the country.
program manager with Andy Rodriguez Consulting in Miami,
He has also been the author of a number of articles regarding
FL. Her lasting partnerships are built on a foundation of trust.
advertising self-regulation in various trade publications. Peter is
Stephanie voices her opinion on industry topics and promotes
a graduate of St. Johns University School of Law and has been a
advocacy on her blog: StephanieLichtenstein.com. She actively
member of the New York State Bar since 1988.
participates in forums and social media with an emphasis on her

FEEDFRONT MAGAZINE | AUGUST 2009 | 53


Don Mathis profitable, scalable programs generate long-term revenue and
Don Mathis is the CEO of Epic Advertising, and is responsible for qualified customers. Before starting Moss Affiliate Marketing, Paul
the strategic vision and overall management of the enterprise. built the affiliate program at Insurance.com through innovative
He was previously the company’s President and COO and, earlier, solutions catapulting revenues well into the double digit millions.
the SVP of Operations and Technology. Prior to Epic, Don most He also worked for MEBN, Inc. and Road Runner Sports a leading
recently served as COO of Small World Sports. Previous posts sporting goods retailer where he managed multi-million dollar
include: CFO of the government consultancy organization FH partner programs. Paul holds a B.S. in Business Administration
Inc.; operational restructuring advisor for the turnaround firm from University of Phoenix. He served in the U.S. Navy. Paul
AlixPartners; strategy consultant with McKinsey & Company; dedicates time mentoring high school and college students in
programmer and technology consultant with Accenture. Don’s business skills and career development.
background also includes service as a Naval Officer, most recently
as a mobilized reservist following the 9/11 attacks, and previously David Naffziger
as a P-3 anti-submarine patrol aircraft Flight Communications David Naffziger is President and CEO of BrandVerity, an online
Officer. Don graduated with honors from Harvard Business School trademark monitoring firm. BrandVerity provides best-of-breed
and Vassar College. tools that monitor global brands and identify online trademark
abuse. BrandVerity’s first product, PoachMark, provides a
Melanie Mitchell complete PPC trademark monitoring solution for merchants,
Melanie Mitchell is currently the SVP of Search Strategy at Digitas. their affiliate managers and their compliance departments.
She is responsible for managing the Digitas Search Engine PoachMark currently monitors over 100 affiliate programs on
Marketing Knowledge Center that ensures industry trends, behalf of leading brands, agencies and OPMs. David was formerly
new strategies and tactics, and best practices are continuously the VP of Engineering at Judy’s Book, a venture-backed reviews-
shared, enabling Digitas to stay on the forefront of this ever- based yellow pages and social network. Prior to Judy’s Book,
evolving industry for the agency and their clients. Prior to this David co-founded and ran the Internet geolocation technology
role, Melanie was VP of Marketing at Folio Investments, Inc where team at Quova, the provider of Internet geolocation technology
she was responsible for all marketing and PR; VP of SEO/SEM to Google, Yahoo and MSN. The search engines use Quova’s
at AOL where she developed strategy, processes, procedures, technology to geotarget PPC advertisements. David received his
tracking technology, reporting and managed the team tasked BS from MIT.
with driving traffic to AOL.com’s open web business (including all
AOL sites, plus brands such as MapQuest, Moviefone, AIM, TMZ) Vinny O’Hare
via paid and organic search; and was a Sr. Marketing Manager at Vincent has been a successful affiliate and webmaster for several
VeriSign/Network Solutions where she managed direct response years, starting out originally as an eBay Power Seller. He uses
marketing campaigns through online, SEM, SEO and strategic images and photographs extensively in his sites to help inspire
alliances for both Network Solutions and NameSecure.com. authenticity and trust with his visitors, plus gain search engine
traffic from proper use of images, images tags and image titles.
Kate Morris You can hear his tips on the Affiliate ABCs podcast.
Kate Morris is one of the Founding Demons at Marketing
Demons, a new twist on search engine marketing consulting Michael Ouellette
and management. She specializes in paid search, natural Michael Ouellette is the Director Publisher Development at
optimization, social media, and everything fun about search Commission Junction. Michael Ouellette leads Commission
marketing. Speaking and interacting with other search marketers Junction’s Publisher Development team; including Publisher
and business owners is what really makes her tick though. Kate Channel Development, a business development team which
has spoken at SMX East and PubCon in the past year covering a brings new publishers and emerging technologies to the CJ
plethora of topics. You can find her ramblings at KateMorris.com Marketplace. He is focused on continuously growing client
as well as other sites like Bruce Clay and Search Engine Journal revenue with mid level publishers and is instrumental in growing
where she has guest posted. the CJ Performer™ program that facilitates strategic relationships
between top-performing publishers and key advertisers. Michael
Paul Moss brings a unique perspective to the business, having worked in
Paul Moss has been developing online affiliate and cooperative affiliate marketing for over 11 years as a publisher, advertiser and
business solutions for over 10 years in many diverse industries network representative. Prior to Commission Junction Michael
including insurance, medical, pharmaceutical, financial, sporting was VP, Merchant Development at OneCause and Director,
goods and various retail industries. His success centers on Business Development at Compete. He holds a Bachelors Degree
his ability to leverage business partnerships that are low risk/ from the Rhode Island College.
high reward achieving positive cash flow at early stages. Paul’s

54 | AUGUST 2009 | FEEDFRONT MAGAZINE


Speaker Bios
Scott Parent was the Publisher and Editor-in-Chief of Revenue Magazine.
Scott Parent is the Vice President of Emerging Media & Strategy at Currently, she co-hosts the popular Affiliate Thing podcast with
MediaTrust. He has been involved in the online media space for Shawn Collins and is a regular panelist on The Spew, a podcast
the last ten years with expertise in content creation, production about women in online marketing. Lisa is a veteran journalist
and social community building. In addition to his weekly writing who began her career as a professional sports writer in Boston.
for numerous blogs, he has been a contributor to Adotas She has also headed the news departments Wired.com, TechWeb.
Magazine, a member of the IAB UGC & Social Media Committee, com, TechTV.com and CRN.com. Her work has appeared in Rolling
and the host of the popular web programs Relevantly Speaking Stone, CRM Magazine, PCWeek, MacWeek, Computerworld and
and American Cliche. Scott also served as the Executive Producer InfoWorld. Lisa is a frequent speaker at industry conferences
of the Santa Barbara International Film Festival’s online video including Ad: Tech, the LinkShare Symposium, Affiliate Summit,
series. Scott holds a bachelor’s degree in broadcast production Web 2.0, Blog World Expo, and the Social Media Marketing
from Franklin Pierce College and a master’s degree in corporate Summit. She is a founding board member for the Performance
policy studies from Boston University. Marketing Alliance and the 2008 winner of LinkShare’s Golden
Link Award for Most Vocal Performance Marketing Advocate.

Christopher Park
Christopher Park has been Blair.com’s Affiliate/Partnerships Scott Polk
Manager since January, 2001, and has been working with Blair’s Scott Polk has built his expertise as a knowledgeable and
paid search program since September, 2004. Additionally, he has experienced Search Engine Optimization strategist for more than
been employed by Blair for over 20 years. The Blair.com affiliate 11 years. He is currently working as the Senior SEO Analyst/SEO
program was featured in the “premier” and Sept./Oct. 2006 issues Evangelist at Bruce Clay, Inc in Simi Valley, CA. Scott concentrates
of Revenue magazine, and Chris has been interviewed for articles his resourcefulness and skills on the diversified aspects of Search
in publications such as Multichannel Merchant and Marketing Engine Optimization for clients, where he’s earned the distinction
Today. Chris is an active participant on industry message boards, of consistent top rankings in all major search engines. He is
and a frequent speaker at affiliate marketing events. When consistently involved in technologies that maximize usability
he’s not living the dream that is affiliate marketing, Chris is a and accessibility when optimizing/developing large web sites as
Councilman for the City of Warren, PA, and coaches Junior High well as identifying problems and solutions that result in major
School Football for the Beaty Dragons. Chris lives in Warren with cost saving strategies. Highly successful and respected within the
his 2 sons, Jacob and Nathan. Search Engine Optimization communities, Scott has consulted
and been employed by successful internet companies such as:
Edmunds.com, AT&T Wireless, ABC News (local),Turner Properties
Neil Patel (PGA/PGA Tour, Sports Illustrated, etc …) and numerous others.
Neil Patel is the co-founder of 2 Internet companies: Crazy Egg,
and KISSmetrics. Through these 2 companies he has helped large
corporations such as AOL, General Motors, Hewlett-Packard and Geno Prussakov
Viacom make more money from the web. By the age of 21 not Evgenii “Geno” Prussakov is a graduate of the University of
only was Neil named a top 100 blogger by Technorati, but he was Cambridge. He is the author of “A Practical Guide to Affiliate
also one of the top influencers on the web according to the Wall Marketing” (2007), the “Online Shopping Through Consumers’
Street Journal. Eyes” (2008), international speaker, senior editor for the affiliate
marketing section of the Search Engine Marketing Journal, and
regular contributor to Website Magazine, FeedFront Magazine
Russ Pechman and Econsultancy.com’s blog. Geno is the founder and CEO of
Russ is Vice President at LinkShare Corporation, where he is
AM Navigator, an outsourced affiliate program management
responsible for the strategy and overall management of the lead
company, and he was voted the “Best OPM of the Year” for three
generation business including the Lead Advantage Network. He
years in a row (2006-08) by the largest online affiliate marketing
has worked at LinkShare for five years, previously as the founding
community, ABestWeb.com. He is now working on his doctorate,
Director of the lead generation business and prior to that, as a
and continues to write and pro-actively manage a number of
Senior Account Manager, managing the affiliate programs for
affiliate programs.
some of the large retail brands. Russ previously founded and
sold an online retail company for Israeli-made toys, Little Israel.
In a previous life, Russ worked as a reporter and managing editor Dush Ramachandran
for Institutional Investor, Inc. Russ graduated with an MBA from Dush Ramachandran is the Vice President of Sales, Marketing and
Cornell University and a BA from Brandeis University. Business Development for ClickBank. ClickBank is the largest on-
line retailer dedicated to digital products and operates a global
network of 110,000 active affiliates.
Lisa Picarille
Lisa Picarille is a consultant specializing in the online marketing,
branding, social media and content creation. Previously, she

FEEDFRONT MAGAZINE | AUGUST 2009 | 55


Ramon Ray development role at Commission Junction and managerial roles
Ramon Ray is editor and technology evangelist of at Peet’s Coffee & Tea and Bank of America. She holds a bachelor’s
Smallbiztechnology.com and has been using computers for degree in psychology from Claremont McKenna College. In
over 20 years, is the author of Technology Solutions for Growing addition to speaking at key industry events, Lisa can be found
Businesses (Amacom) and has written thousands of technology online at lisariolo.com or follow her on Twitter @lisariolo
articles & news posts for Smallbiztechnology.com. His freelance
writing includes New York Enterprise Report, Inc Magazine, Black Bud Rosenthal
Enterprise, CNet, Var Business, TechTarget, Entrepreneur.com, With over ten years of expertise in leading successful ventures
Microsoft and File Maker. As a former small business technology and established technology companies, Bud Rosenthal now
consultant, Ramon has years of hands on expertise. He is often serves as CEO of TurnHere. A passionate entrepreneur and
quoted in the media and his speaking includes PC Expo, Inc industry veteran, Bud is also on the advisory board of several
500 and SMB Nation 2005. He is on the board of directors of national non-profits and technology start ups. Prior to TurnHere,
the Manhattan Chamber of Commerce and a member of their Bud served as CEO of WorkMetro, an online job board acquired
technology committee. He is co-producer of the annual Small by Jobing.com in 2008. Before that, he was an Entrepreneur-
Business Summit. in-Residence at Charles River Ventures (CRV), an early-stage
venture capital firm with $2 billion under management. In 2005,
he spearheaded RealNetwork’s Rhapsody music subscription
Wil Reynolds business. As Vice President of the $100 million division, he helped
Over the past 10 years, Wil Reynolds has dedicated himself to
grow the Rhapsody subscriber based to more than one million
doing two things well: driving traffic to sites from search engines
subscribers, establishing and managing distribution partnerships
and analyzing the impact that traffic has on the bottom line of
with Cox Cable, Comcast, and Best Buy. In 1998, Bud co-
companies. Wil’s career began at a web marketing agency in 1999,
founded Bigstep, where he served as Vice President of Business
where he spearheaded the SEO strategies for companies like
Development. He earned an MBA from the Wharton School at the
Barnes & Noble, Disney, Harman Kardon, Debeers, Doubleclick,
University of Pennsylvania.
Hotjobs, and Mercedes Benz USA. For the last 6 years, Wil and
the team of search professionals at SEER Interactive have been
assisting clients in maximizing their visibility and sales using Steve Schaffer
search engines in both SEO and SEM. You can catch Wil speaking Steve Schaffer is an Internet strategy and product marketing
with anyone who wants to learn about search, whether it is in a professional with a 20-year record of growing start-ups and
coffee shop or a major conference, it just runs through the veins! established Internet and software companies. Vertive was
His goal at every speaking engagement is simple: Make sure founded in 2003 and is now a leader in performance marketing.
everyone walks out with at least 1 new piece of information or The Company publishes more than 25 vertically focused websites
perspective on an SEO topic. with its Performance Publishing Platform™. Vertive launched
Offers.com in February 2009 as the first place to go for all the
best offers. The site combines intuitive categorization and
Kim Riedell design with unique editorial content and the perfect domain.
Kim Riedell oversees East Coast client account management.
Site editors select the best service and retail offers, adding
She joined Commission Junction from BeFree when the two
ratings, descriptions and reviews. Offers.com is updated daily
companies merged in 2003 and has since managed account
and provides over 4,000 offers from 1,000 merchants in 150
teams to consistently grow client revenue. Prior to Commission
categories. Steve has been involved in the Internet industry since
Junction, Riedell was a director at Student Advantage and has
1995 and is an active speaker at industry conferences. Prior to
held sales and marketing positions at Lightbridge and MCI
Vertive, he spent 10 years in product management and marketing
Telecommunications. She has a bachelor’s degree from the
roles at companies including eRegCard and Symantec.
University of New Hampshire and is currently pursuing her MBA
at the Simmons School of Management. This is similar content
to what was delivered in a CJ webinar that received excellent Jeremy Schoemaker
response. We had far many registrants than we had room for so From unemployment to eight figures in only four years, Jeremy
we think this topic is still very compelling. “ShoeMoney” Schoemaker is a blogger’s “American dream.”
Starting with absolutely no capital, he educated himself and
began building ecommerce sites to earn revenue. During this
Lisa Riolo time, he started blogging his experiences at Shoemoney.com
Lisa Riolo is an active member in the performance marketing
and then used the blog to springboard new companies like
community and remains committed to its further growth and
Auctionads, which had one of the most impressive launches of
achievement. As a consultant, she helps online businesses
any online advertising company ever. Jeremy continues to launch
transform potential and opportunity into profits and results. Lisa’s
new startups and also chronicles his adventures on his blog.
previous experience includes a senior vice president of business

56 | AUGUST 2009 | FEEDFRONT MAGAZINE


Speaker Bios
Alex Schultz and the ecommerce landscape. His speaking activities range from
Alex Schultz has an MA, MSc. in Physics from Cambridge private tutoring and public events, to teaching ecommerce and
university. He paid his way through college through ppc arbitrage web marketing to college students. Next to online marketing,
and seo. After college he joined eBay.co.uk moving to eBay HQ in Joshua’s next favorite activities are mineral collecting and
San Jose in 2005 where he subsequently managed international encouraging the entrepreneurial spirit in those around him.
paid search and affiliate marketing. He currently heads Facebook’s Favorite mantra: ‘Everything is possible’.
internet marketing team as a manager in the growth, mobile and
international department focused on user growth, user activity David Snyder
and advertiser acquisition. David Snyder is a search and social strategist who has worked on
both the agency and enterprise level. He currently co-owns his
own consulting group, Search & Social, LLC. He writes for several
Melanie Seery web publications including MarketingPilgrim.com, SnydeySense.
Melanie Seery is the President and Founder of Affiliate Voice,
com, and contributes a column on online reputation
the organization which grew from the advocacy work that
management at SportsAgentsBlog.com.
earned Melanie the Affiliate Marketing Advocate 2009 Affiliate
Summit Pinnacle Award and the ShareASale Industry Advocate
Performance Award 2008. Co-chair of NY Affiliate meetings Brian Solis
and speaker at industry events in 2008, Melanie continues to Brian Solis is Principal of, an award-winning PR and New Media
work on ways to improve the industry for everyone through agency in Silicon Valley. Brian Solis is globally recognized for
education and addressing critical industry issues including the his views and insights on the convergence of PR, Traditional
representation and protection of ethical affiliates and merchants. Media and Social Media. Considered one of the original thought
She believes that all affiliates, merchants and networks need leaders who paved the way for Social Media and PR 2.0, Solis is
to have voices. Also the owner of NYAffiliateVoice, Melanie co-founder of the Social Media Club and is a founding member
continues to speak out on various industry issues including the of the Media 2.0 Workgroup. His PR 2.0 blog is among the top
internet tax issues. Melanie is also involved in several community 1.5% of all blogs tracked by Technorati and is ranked as one of
service projects including raising awareness, acceptance and the leading voices in the Ad Age Power 150 index of worldwide
understanding of children with health challenges and serves as a marketing bloggers. He actively contributes his thoughts and
volunteer tutor in reading and math for both children and adults. experiences through keynote speaking appearances, books,
articles and essays as a way of helping the marketing industry
understand and embrace the new dynamics fueling new
Carolyn Shelby communications, marketing, and content creation. His new
Carolyn Shelby has been involved in developing and marketing
book written with co-author Deirdre Breakenridge, “Putting the
Internet technologies since 1994, when she was the managing
Public back in Public Relations,” is now available at bookstores
partner of an Internet Service Provider start-up near Purdue
nationwide.
University. She has been professionally designing and developing
Web sites for businesses and not-for-profit groups of all sizes
since 1995. She is an advocate of including SEO in all phases of Joe Stepniewski
the SDLC and encourages businesses to be “search aware” from Joe Stepniewski is the co-founder of Skimlinks, a service that
square one. She specializes in rehabbing under performing/ helps publishers monetize their content via affiliate marketing,
out-dated Web sites and helping larger corporations adjust their through converting outbound links into affiliate links on-the-
structure and focus to make the most of new media. Carolyn fly, providing a simplified process that aggregates together
is based in Chicago and can be heard on the weekly SEO 101 over 20 affiliate networks. Joe works with a diverse range of
podcast on BlogTalkRadio.com, or she can be found online at web publishers; with insights into reasons why big and small
Cshel Chicago SEO. publishers have traditionally not embraced affiliate marketing,
and how they are overcoming obstacles to make affiliate a
focus of their revenue strategy. Joe’s background, and passion,
Joshua Sloan is internet marketing: his other business buys/sells established
Joshua Sloan is CEO of Sloan Technologies, advising leading
content and affiliate websites, hence specializes in refining,
Internet Companies on their web marketing initiatives. Until
driving traffic to and monetizing sites through SEO, PPC and
recently, he was Director of Online Marketing at 1&1 Internet,
decent site design. Joe is a self-confessed geek, enjoys the tech
the largest web hosting company in the industry – with a global
startup scene in London but misses the beaches and avocados of
customer base of over 7.7 million. Joshua is truly dedicated to CPA
his home country Australia.
performance based marketing. First online in 1987, he describes
himself as a proud “second generation geek.” Engaged in online
marketing for several companies since 1994, Joshua has seen and
experienced the various changes in online marketing practices

FEEDFRONT MAGAZINE | AUGUST 2009 | 57


Michael Streko recently helped with the formation of the Performance Marketing
Michael fell into organic search when he was told by a former Association.
employer to “make the company site show up on Google”. Fast
forward 3 years and Michael now owns Streko Media, which Frank Watson
operates a network of affiliate sites across multiple verticals. Frank Watson has been involved with the Web since it started. For
the past five years, he headed SEM for FXCM — at one time one
of the top 25 spenders with AdWords. He has worked with most
Yuval Tal of the major analytics companies and pioneered the ability to
Yuval Tal is CEO and founder of Payoneer, the online mass payout
tie online marketing with offline conversion. He has now started
solution that pays directly to universally accepted Prepaid
his own marketing agency, Kangamurra Media. This new venture
MasterCard® cards. He has over 20 years of experience in Internet
will keep him busy when he is not editing the Search Engine
commerce-related technology startups, with in-depth expertise
Watch forums, blogging at a number of authoritative sites, and
in prepaid card applications, currency exchange and security
developing some interesting online community sites. He was
technologies. Before founding Payoneer in the spring of 2005,
one of the first 100 AdWords Professionals, a Yahoo and Overture
Yuval co-founded E4X, a provider of services that expedite
Ambassador, and a member or mod of many of the industry
cross-border payments on the Internet. The company was one of
forums. He is also on the Click Quality Council and has worked
the first in the industry to provide an efficient infrastructure for
hard to diminish click fraud.
global e-commerce. He grew the company to over $500 million
in processing volume and achieved profitability in record time
by winning numerous blue-chip accounts. Yuval also served as Evan Weber
vice president of business development for RADWARE (NASDAQ: Evan Weber has been in online marketing since 1998 with his first
RDWR) and in an elite combat unit of the Israel Defense Forces. auction site. He then moved on to be the Director of Marketing
for Dentalplans.com, where he helped grow the company to 70
employees and 25,000 affiliates. Currently, he runs an affiliate
Jonathan Treiber management agency in South Florida that has become one of the
Mr. Treiber is currently CEO and co-founder of RevTrax, a leading
leading Commission Junction program management companies
technology company focused on tracking the impact of online
with 25 programs under management on CJ.
marketing efforts, including paid search, on offline retail sales.
Jonathan has led the company through its initial product
development, launch, several rounds of capital raising, team Pete Wellborn
expansion and several key business partnerships with major Pete Wellborn is one of the most well-known practitioners
media companies interested in RevTrax’s cross-channel tracking of Internet Law in the United States. For nearly fifteen years,
technology. Jonathan is a serial entrepreneur and has been his primary practice focus has centered upon Internet Law.
actively involved in the online marketing space since June 2006 Wellborn has successfully represented a wide variety of Internet-
with a variety of businesses focused on the affiliate marketing, related businesses and clients, including affiliate managers and
particularly in the online loyalty space. Jonathan is an active mailers charged with violations of CAN-SPAM. His practice areas
participant and speaker at many online marketing conferences. also include litigation and a wide array of technology-related
Most recently, he was invited to present at Affiliate Summit West corporate, transactional, and IP services. Wellborn’s victories
in Las Vegas on the topic of tracking online advertising on offline have been featured in/on the Wall Street Journal, Boardwatch
in-store sales. Jonathan holds a Bachelor of Arts, with distinction, magazine, CNN, 60 Minutes II, Newsday, NPR, and numerous other
from Cornell University. media outlets. Wellborn has been recognized as one of the top
ten attorneys in the United States by Lawyers’ Weekly, as an “Elite
Attorney” by Georgia Trend magazine, and as a “Super Lawyer” by
Michael Vorel Atlanta Magazine.
Michael Vorel is president and founder of Vastplanet Corporation,
a dynamic firm specializing in e-Commerce Web Development
and Internet Marketing Management for a variety of top Karen White
brands since 1998. Prior to Vastplanet, Michael worked within Karen White is Vice President of Marketing at SquirtGun Media
the computer industry for ten years in international product Group, LLC., a performance marketing agency that specializes in
marketing, purchasing, sales management, pricing and strategic outsourced program management. As an OPM, Karen works with
analysis. He has expertise in affiliate marketing and management, corporate clients to define, develop and execute performance
e-commerce web design, social networking strategy, video, marketing initiates. Prior to SquirtGun Media Group, she was
ppc, search, email marketing and competitive analysis. As an Vice President of Business Development & Marketing for Partner
affiliate marketer and outsourced affiliate program manager, he Fusion, her role was to develop new agency accounts and oversee
is actively involved in creating niche and coupon sites in addition strategic development of client initiatives. Over the years, Karen
to managing programs for clients. Based in Tampa, Florida, has worked with companies such as Qwest Communications,
Michael is a member of the Affiliate Summit Advisory Board and The Blue Man Group, and TaxBrain. In 2006, as Affiliate Program

58 | AUGUST 2009 | FEEDFRONT MAGAZINE


Speaker Bios
Manager for Wynn Las Vegas, she received the Commission informatics. Woody drafted the Australian Governments technical
Junction “People Horizon Award” for her excellence in affiliate interoperability framework and consulted to Australian state
program management. and federal agencies on the use of standardized metadata for
resource discovery. Woody has lectured in Distributed Computing
and represented the Australasian office of the W3C in promoting
Chris Winfield the use of open standards for the development of Web-based
Chris is president and co-founder of 10e20, an Internet marketing
technologies.
company that specializes in social media and search marketing
services. He is considered one of the leading authorities on social
media marketing in the world today. Chris has been featured in Dennis Yu
multiple articles by The Wall Street Journal, The New York Times, Dennis Yu is CEO of BlitzLocal.com, a 50 person agency based
USA Today, Investor’s Business Daily, The Boston Globe, and over in Westminster, Colorado, specializing in local lead gen via
100 other media outlets. integrating Facebook advertising with social media marketing,
pay-per-click advertising, directory listings, web analytics, and
Woody Wood call tracking. Clients include Quiznos, Equifax, AmazingMail,
Over the past three years as a product manager at Amazon.com, Famous Daves, and other national retail and franchised outlets.
Woody has overseen the design, development and launching of The company was funded by Markus Frind of PlentyofFish.
many of the Associates Program’s affiliate related technologies. com in 2006. Dennis is a 14 year veteran of online marketing
These include the Omakase contextual links, the Associates via Yahoo! and American Airlines. He has spoken at SMX West,
Widgets and the revamped Associates Central website. Prior SMX Singapore, SMX Sydney, Affiliate Convention. He and his
to Amazon.com, Woody was a Senior Research Scientist at the teammates also provide pro bono Google Adwords management
Distributed Systems Technology Center (DSTC) – an Australian to select non-profits, including March of Dimes, Grameen
research and technology transfer organization. Woody did Foundation, American Rivers, International Rescue Committee,
research and consulting in the areas of resource discovery, and others.
large-scale distributed systems interoperability, and health
Brian Hawkins

By Brian Hawkins

Multicultural Affiliate Marketing


You’ve invested a lot of time and Build an Offshore Team lower advertising rates that often
money testing PPC on dozens of Smart affiliate marketers are building exist at media outlets such as local
offers. Once you believe you’ve found strategic offshore teams. Try freelance radio stations. The point is to be
a profitable niche, its time to go site Odesk.com or Craigslist to find creative and avoid some of the
global. staff that can help you translate bigger ad channels that charge a
and position your offers for specific premium for U.S. ethnic targeting.
Attracting international traffic is cultures. You might be surprised how
relatively inexpensive because easy and cost-effective it can be to Finally, know that you’re not going
few merchants know how to best build a virtual off-shore team of highly to get it 100% right on the first
monetize it. Also, there are large, motivated, college-educated staff. try. Keep enhancing your cultural
identifiable international markets to knowledge, offers and vehicles to
target online. Facebook alone has “Translate” a New Affiliate Niche be on the path for international
nearly 10 million Spanish-speaking Taking the simple step of translating stardom.
users worldwide, a million of which your copy will dramatically set
are in the U.S. you apart from most competitors.
Using translation software tools or
Experience a New Culture WordPress plug-ins are quick, but they Brian Hawkins has worked for two
One of the most valuable assets for are far from foolproof. These programs leading SEO agencies prior to his
anyone marketing to an international have limits, and native translators will ethnic internet marketing focus as
audience is personal experience of the ensure you are connecting to your an Affiliate Marketing Manager for
target customers’ culture. Fortunately, target market with the correct dialect. Pingo.com’s global telecom affiliate
one of the best perks of affiliate program, which pays up to a $35.00
marketing is that in most cases you Multicultural Inroads CPA on Linkshare.
can work from anywhere in the world. Always keep in mind that many
ethnic groups rely heavily on word
Take super-affiliate Josh from of mouth to build trust when making
ScrappyBusiness.com, for example. purchasing decisions. With this in
He was able to travel the globe mind, try personally connecting
after just three months as an through social media and by building
affiliate marketer. Josh found rental landing pages that help convey this
apartments with Internet access on trust.
Craigslist, all the while immersing
himself in the local cultures. Also, consider sponsoring ethnic
events, or taking advantage of the

60 | AUGUST 2009 | FEEDFRONT MAGAZINE


4 Characteristics
of Successful Affiliate
Program Managers
Geno Prussakov
By Geno Prussakov
Have you ever wondered what makes an excellent affiliate What can we learn from the above data?
program manager? What characteristics should one strive to
possess to succeed in this capacity? I believe the top four characteristics to also be the cornerstones
of successful affiliate program management. Forward-looking
In the course of over twenty-five years two luminaries of the implies a “well-defined orientation toward the future” and vision;
organizational leadership, James Kouzes and Berry Posner, have inspiring is about enthusiasm, drive and motivation; competent
been studying the characteristics of admired leaders. One of the reflects a well of knowledge that never goes dry; but it is honesty
methods they used was a survey with an open-ended question: that is the greatest and the most valued characteristic.
“What values, personal traits, or characteristics do you look for
and admire in a leader?” No matter whether it is a military leader, a president of a country,
a CEO of a corporation, or an affiliate program manager, people
Several hundred different traits and characteristics were want to be confident in their leaders; and confidence is always
gathered, analyzed, and documented. The striking part was dependent on the leader’s integrity. Most frequently integrity
that in the course of decades some of the same characteristics gets challenged when an affiliate program manager commits a
were consistently brought up regardless of the countries and mistake. We need to remember that it is okay to commit mistakes.
continents where the survey participants lived. These top four It is how we deal with them that shows who we really are.
characteristics were: (i) honest, (ii) forward-looking, (iii) inspiring,
and (iv) competent. As obvious from the table below, these four One of my favorite quotes about mistakes comes from Dr. Dale E.
scored significantly higher than the other ones mentioned: Turner who said that “the highest form of self-respect” is “to admit
our errors and mistakes and make amends for them. To make a
Top 15 Characteristics of Admired Leaders mistake is only an error in judgment, but to adhere to it when it is
Characteristics 2007 2002 1995 1987 discovered shows infirmity of character.”
edition edition edition edition
Honest 89% 88% 88% 83%
Admitting mistakes only builds up one’s integrity, and shows an
Forward-looking 71% 71% 75% 62% individual as one possessing a strong and solid character.
Inspiring 69% 65% 68% 58%
Another element that is extremely important to remember is
Competent 68% 66% 63% 67%
that one’s honesty is always tied to values and ethics. Know your
Intelligent 48% 47% 40% 43% principles and stand up for them. This is especially important
Fair-minded 39% 42% 49% 40% in an industry as vulnerable to unethical behavior as affiliate
Straightforward 36% 34% 33% 34% marketing.

Broad-minded 35% 40% 40% 37%


Supportive 35% 35% 41% 32%
Dependable 34% 33% 32% 33% Geno Prussakov is the CEO of AM Navigator, and author of “A
Cooperative 25% 28% 28% 25%
Practical Guide to Affiliate Marketing” and “Online Shopping
Through Consumers’ Eyes.
Courageous 25% 20% 29% 27%
Determined 25% 24% 17% 17%
Caring 22% 20% 23% 26%
Imaginative 17% 23% 28% 34%
Source: Kouzes, J.M. & Posner, B.Z (2007). The Leadership Challenge (4th Ed.). San
Francisco, CA: Jossey-Bass, pp. 28-31

FEEDFRONT MAGAZINE | AUGUST 2009 | 61


>
62 | AUGUST 2009 | FEEDFRONT MAGAZINE
> Unplugged
The following is an uncensored view into the opinions of
affiliates on a variety of subjects.

Affiliates were asked to share any complaints, ideas,


suggestions or opinions they have regarding affiliate
marketing in the Affiliate Summit AffStat Report survey.
• Please add Carousel Widgets.
• 1. Don’t lie...the truth is too easily found out. 2. If you’re
new, get training from other experienced AMs 3. Don’t
cut me off because I only promote one or two products
right now. Down the line, I may do a site where I can
promote more. 4. Don’t ask me to promote products
they have ... trying to please the merchants, their bosses
and the affiliates ... all at the same time. Dealing with a
wide range of personalities isn’t easy either. My biggest
issue is always communication. If there is an issue, it is
handled and I know why there is a problem. Being well
compensated is an issue too. I also like affiliate managers
who follow up and ensure I meet the commitments I
made.
• I sell nearly $3 Million per year (gross sales) with zero
PPC. Keep your programs clean (no parasites) if you
want to grab my attention.
• Know what you’re talking about. How can I ask a
that my site readers would have no interest in. question if I know that you don’t know the answer?
• I hate it when I reply to an unsolicited manager email • I hate having to look all over the site for links for ads.
because it has relevance to me and then the manager I feel that all new links should be found in the links
does not reply. I have quit programs over this. If you management area of the merchant. If not then all new
aren’t going to respond to me why bother sending me ads should be provided with personal links.
mail? Also, stop treating Canadian affiliates (and non-
• If it were possible to program e-mails to contain the
USA publishers for that matter) like second class citizens.
types of links requested by affiliates and only those
Some of us perform much better than “homeland” based
links it would greatly speed up the process of changing
publishers while honestly working within your service
them out on sites. It would be nice if affiliates were
agreements. This is a global industry - keep this in mind
told in advance of things that affect their sites rather
and you will find some amazing markets out there.
than after the event - for example, telling an affiliate
• Notification of a “Big Weekend Sale” on Friday night isn’t that a merchant has made a decision that affects links
going anywhere. Get us the information in time to fit it immediately rather than as of, say, 7 days hence, is
into a busy schedule. Respond to emails, don’t set your assuming that affiliates have nothing more pressing
email filters so tight that you can’t receive plain text with to do than make changes to links the instant they are
a link question. asked to!
• NO toolbars in affiliate marketing. • My main compliment to good affiliate managers goes
to those who are willing to work with me on my level.
• I’ve been an affiliate manager, so I know the difficult job
They don’t assume I know everything and are willing

FEEDFRONT MAGAZINE | AUGUST 2009 | 63


Unplugged
to let me learn. My biggest complaint goes to those theme is simply to push an affiliate program without
affiliate managers who send me invitations to join their providing any useful content, what’s the point?
program “after looking at my site” and then reject me
• Call us more often, and plan meetings with us in
when I apply to their program. Or they approve me and
person at conferences. Stop the blog blasts and email
then delete me after a month or so because of “poor
newsletters.
performance”, but they never contact me to work with
me. • More AM need to communicate with affiliates.
• Of all the affiliate companies I am signed under with, • That publishers only have a limited amount of space for
I am hoping they are all honest with paying out to sales ads and needs to be taken into consideration when
the affiliates like me. One time I felt like I didn’t trust sending out emails. Weekly sales are better than daily as
a big affiliate network and sometimes others. I wish most affiliates have more than one merchant and they
there would be investigators to check these affiliate can become bogged down with emails. It is sometimes
companies with their honesty. hard to answer 300 to 1,000 emails a day!
• The affiliate tools are either too complicated or severely • I’m at that stage where I’m finding a balance. A well-
lacking. Interfaces are usually too cluttered and the established merchant without PopShops will lose to a
search options rarely work. Also, merchants should be new merchant WITH PopShops.
required to provide basic banners such as the 125x125, • I think AM’s need to scour their data. Even if there are
120x30|60|90 and 468x60. Skyscrapers, half-page, etc solutions in place, they only work as good as your data;
suck up too much screen real estate. Lastly, what’s the keywords, prod names, descriptions, etc. The data

>
with this nonsense of dropping an affiliate if they don’t you have for your site is far different than what I need
make a sale in 6 months? If I’m serving up your ads, that to promote those items on my site. Cut the gibberish
means I’m getting your eyeballs. Maybe people just and give me shorter descriptions. Include keywords
aren’t interested in your products! that customers would search for outside of your site.
• It seems that if you don’t make any sales you get left You have to think outside of your site to really provide
alone. When money starts rolling in everyone wants valuable data to your affiliates. Any kind of industry
to start asking questions. Affiliate marketing is a cut news or alerts are great to share. Your affiliates will
throat business. Many tactics take time and money absorb your passion for this as a career and not just a
to learn and affiliates should not be bombarded with quick buck.
questions having to explain how they market. If there • Not being able to directly talk with the merchant. The
is no spamming or deception involved, does it really “separation” of merchant and affiliate by networks and
matter? Everyone is making money and isn’t that what 3rd party AM’s discourages productive collaboration.
it’s all about.
• Stop sending useless emails. 5 emails from one program
• I’d like to see more of them accept incentive traffic. As in a week is WAY TOO MUCH! Sending them once a
long as you don’t misrepresent the merchant it shouldn’t month requires planning, but you are supposed to be a
matter where the sales or leads come from as long as manager.
they are reliable.
• Affiliate programs have too low a return rate. For a Get the 2009 Affiliate Summit AffStat Report for free at
targeted site it should be higher than a mass marketer http://www.affstat.com.
(think niche marketing). ROI is too low given the
constant work involved. I would like to see more
partnerships, for instance, if I run targeted sites I would
lease that site to the advertiser rather than work with
straight affiliate programs. I own targeted sites & once
the economy improves I will sell them rather than work
for a low ROI. Not worth the marketing effort under the
current conditions.
• I get the heebie jeebies when I see/read a lot of the
affiliate marketing stuff out there. To me, an affiliate
program should match the site’s theme. If your site’s
Why Intergration
Matters for
Affiliate Marketing
Debbie Bookstaber
By Debbie Bookstaber

It seems clear that affiliate marketing should be an obvious who reap the benefits of publishers’ expertise in SEM, SEO, loyalty
win-win proposition for both advertisers and publishers. Affiliate marketing, and social media.
marketing reduces financial risk and upfront costs associated
with traditional marketing. Gaining executive support is critical. Affiliate marketing must be
seen, not as an add-on program or as a competitor, but rather
Since advertisers pay for performance, affiliate programs are as a key part of the strategic plan to increase revenue. After
among the most cost-efficient marketing channels. So why do setting and enforcing program terms on trademark bidding,
so many companies view affiliate marketing as risky or even advertisers find that “search affiliates” strengthen the company’s
detrimental? search presence—blocking the competition, identifying long-
tail keywords and increasing reach. Placement on comparison,
Although publishers work with advertisers, they do not work for coupon and cash-back websites also increases sales.
them. Affiliate marketing requires advertisers to sacrifice control.
As a result, tension exists between affiliate program managers Above all, executives are concerned with the bottom line, and
and marketing departments. the bottom line is affiliate marketing, done right, is extremely
profitable.
Whether you’re a publisher or an Outsourced Program Manager
(“OPM”), it pays to understand how others view the industry.
Brand managers worry that placing their banners on affiliate
websites “cheapens” the brand. Search managers are concerned Debbie Bookstaber is the Director of Strategy at The JAR Group,
with brand management and competition. Marketing managers www.thejargroup.com, an interactive marketing agency, which
claim that respected loyalty sites such as Upromise, Ebates and delivers a suite of online services that integrate search marketing,
FatWallet cannibalize sales. online advertising, affiliate marketing, social media, market
research, and more, to grow our client’s revenue.
An affiliate program’s success or failure is a result not just of
commissions but rather of the level of integration with the
advertiser’s marketing plan.

When an affiliate program is integrated with the overall


marketing strategy, publishers complement advertisers’ branding,
sales and search efforts. Correctly managed performance
marketing aligns the goals of publishers with those of advertisers,

FEEDFRONT MAGAZINE | AUGUST 2009 | 65


People to Follow
There are lots of folks Tweeting about affiliate ma
are some we’d suggest following - they are the sp

Stephanie Agresta - Deborah Carney Mike Jacobs


http://twitter.com/stephagresta http://twitter.com/loxly http://twitter.com/mikeyjake

Mike Allen Brent Csutoras Zac Johnson


http://twitter.com/mta1 http://twitter.com/brentcsutoras http://twitter.com/moneyreign

Tim Ash David Dalka Kris Jones


http://twitter.com/tim_ash http://twitter.com/dalka http://twitter.com/pepperjamceo

Sarah Austin Trisha Lyn Fawver Bennet Kelley


http://twitter.com/pop17 http://twitter.com/trishalyn http://twitter.com/internetlawcent

Larry Bailin Todd Friesen Gary Kibel


http://twitter.com/LarryBailin http://twitter.com/oilman http://twitter.com/GaryKibel_law

Debbi Ballard Karen Garcia Beth Kirsch


http://twitter.com/DebbiABallard http://twitter.com/karengarcia http://twitter.com/bethkirsch

Shashi Bellamkonda Gab Goldenberg Jim Kukral


http://twitter.com/shashib http://twitter.com/GabGoldenberg http://twitter.com/jimkukral

Jay Berkowitz Jen Goode Eric Lander


http://twitter.com/JayBerkowitz http://twitter.com/JGoode http://twitter.com/ericlander

Jamie Birch Michael Gray David Lewis


http://twitter.com/JamieEBirch http://twitter.com/graywolf http://twitter.com/cashbaq

Scott Brinker Jeff Greenbaum Stephanie Lichtenstein


http://twitter.com/chiefmartec http://twitter.com/jeffgreenbaum http://twitter.com/StephARC

Chris Brogan Tyrona Heath Brian Littleton


http://twitter.com/chrisbrogan http://twitter.com/tyrona http://twitter.com/Brianlittleton

Mike Buechele Rae Hoffman Graham MacRobie


http://twitter.com/mikebuechele http://twitter.com/sugarrae http://twitter.com/grahammacrobie

66 | AUGUST 2009 | FEEDFRONT MAGAZINE


w on
arketing and issues related to the industry. Here
peakers from Affiliate Summit East 2009:

Todd Malicoat Lisa Riolo Michael Vorel


http://twitter.com/stuntdubl http://twitter.com/lisariolo http://twitter.com/michaelvorel

Melanie Mitchell Bud Rosenthal Evan Weber


http://www.twitter.com/melaniemitchell http://twitter.com/turnhere http://twitter.com/experienceads

Kate Morris Steve Schaffer Karen White


http://www.twitter.com/katemorris http://twitter.com/SteveSchaffer http://twitter.com/KarenWhite_LV

Vinny O’Hare Jeremy Schoemaker Chris Winfield


http://twitter.com/vinnyohare http://twitter.com/shoemoney http://twitter.com/chriswinfield

Scott Parent - http://twitter.com/ Alex Schultz Woody Wood


americancliche http://twitter.com/alexschultz http://twitter.com/AmazonAssociate

Christopher Park Melanie Seery Dennis Yu


http://www.twitter.com/BLAIRAffiliates http://twitter.com/mellies http://twitter.com/dennisyu

Neil Patel Peter Shankman Affiliate Summit Related


http://twitter.com/neilpatel http://twitter.com/skydiver TwitterAccounts

Lisa Picarille Carolyn Shelby Affiliate Summit


http://www.twitter.com/lisap http://twitter.com/cshel http://twitter.com/affiliatesummit

Scott Polk Joshua Sloan FeedFront Magazine


http://twitter.com/scottpolk http://twitter.com/sloanzone http://twitter.com/feedfront

Geno Prussakov Brian Solis GeekCast.fm


http://twitter.com/eprussakov http://twitter.com/briansolis http://twitter.com/geekcast

Dush Ramachandran Joe Stepniewski Shawn Collins


http://twitter.com/DushR http://twitter.com/digijoe http://twitter.com/affiliatetip

Wil Reynolds Michael Streko Missy Ward


http://twitter.com/wilreynolds http://twitter.com/streko http://twitter.com/missyward

FEEDFRONT MAGAZINE | AUGUST 2009 | 67


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our clients – affiliates and advertisers • Customized and flexible solutions
alike. It’s our commitment to service, • Global programs, reporting, and payment
ethics, and innovation that allows us
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over 300 of the world’s largest brands.

Backed by AOL and Platform-A’s Visit www.buy.at to learn more.


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