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SAVE THE DATE: Affiliate Summit West 2011 - January 9-11 in Vegas

The Official Magazine of Affiliate Summit Issue 11 | August 2010

YTCracker:
The Life of a Meganerd
...from the Trash 80 to a black Mercedes Page 7
Boosting Your Traffic
and Credibility with PR
By Ali Croft Page 19

Evaluating
Your Merchant’s
E-Commerce Website
By George Hansen Page 30

Affiliate Summit East


2010 Agenda Page 36

Social Media’s Rules of Engagement


By Brian Solis Page 67

www.affiliatesummit.com

Table of Contents
03 The Importance of 18 Life of a Traveling Affiliate 30 Evaluating Your Merchant’s
Public Relations Joshua Wexelbaum E-Commerce Website
Mike Sprouse George Hansen
19 Boosting Your Traffic and
04 Grow Your Audience Through Credibility with PR 31 The Rebranding of Affiliate
Podcasting Ali Croft Marketing
Daniel M. Clark Scott Medlock
20 Pop Culture Sites: Quick Pros
05 The Truth About Paid Traffic and Cons 32 AffStat Affiliate Marketing
Ad Hustler Tricia Meyer Statistics

21 Use Joomla! to Explode Your 34 Become a Master


07 Interview - YTCracker: Affiliate Income
The Life of a Meganerd unNetworker
Michael Wayne Kim Ann Curtin
Shawn Collins

23 Write Web Content 36 Affiliate Summit East 2010 -


09 The Power of Headlines
Worth Sharing
Ola Edvardsson Show Agenda
Nick Usborne

10 Avoiding the Butterflies of 48 Frank Luntz - Keynote Bio


Distraction
24 Marketing to Women Online
Sara Anderson 49 Jim Kukral - Keynote Bio
Aaron Dragushan
25 Get Out of the Basement & 50 Speaker Bios
11 Mobile Affiliate Marketing –
Into Coworking
4 Ways to Start
Liane Carmi and Jim Lillig
Shawn Collins 64 Product Feeds Can Do What?
Lee Brignell-Cash
26 Tips for Creating Effective
12 Why Was My Affiliate Web Video 65 Utilizing Mobile Ads in
Application Declined? Kevin Hillman Affiliate Marketing
Trisha Lyn Fawver Michael Grabowski
27 Show Me the Money!
13 Guest Posting for Traffic By Gil Abir and Amy Ely 66 Niche Websites -
and Links David Beats Goliath
Cathy Stucker
28 A Case for Increased 2011 Ryan Gilbert
Performance Marketing
14 Best Practices for B2B Budgets 67 Social Media’s Rules of
Affiliate Marketers David Dalka Engagement
Todd Bloch Brian Solis
29 The Path to Multiple Affiliate
16 Affiliate Marketers Raise Network Success 70 Hilton New York Map
$73,000 to Battle Breast Cancer Bob Drumm
Missy Ward

FEEDFRONT MAGAZINE | AUGUST 2010 | 1


Issue 11 | AUGUST 2010
Editors’ Note – 11th Issue

Call Me Anything, The Importance of Public Relations
Just Don’t Call Me Late for Dinner
STAFF
Co-Editors in Chief
By Mike Sprouse
Missy Ward, Shawn Collins
by renaming it “performance marketing”,
that our industry will garner more media
attention, become shielded from advertising
Co-Publishers
tax laws and that it will somehow change the
Missy Ward, Shawn Collins
perception that some people have about our
industry overall.
Contributing Writers
Gil Abir, Sara Anderson, Todd Bloch, Lee Brignell- Others maintain that after spending years With social media, blogs and forums, But if stakeholders and other external
Cash, Liane Carmi, Daniel M. Clark, Shawn Collins, educating online marketers and the public consumers and affiliates have the influencers are confident in your company,
Ali Croft, Kim Ann Curtin, David Dalka, Aaron about affiliate marketing that changing the opportunity to engage in dialogue with it will be reflected in your brand’s image
Dragushan, Bob Drumm, Ola Edvardsson, Amy name now, would set us back in a time where company representatives to share their and return on investment.
Ely, Trisha Lyn Fawver, Ryan Gilbert, Michael our industry continues to emerge and is thoughts and make their voices heard.
Grabowski, George Hansen, Kevin Hillman, Ad
now being recognized as a legitimate, viable This is vastly different from a decade ago By creating and sticking to a strong PR
Hustler, Jim Lillig, Scott Medlock, Tricia Meyer, Brian approach, advertising organizations can
marketing channel. when public relations were seen as one-
Solis, Mike Sprouse, Cathy Stucker, Nick Usborne, ensure that they are communicating
Missy Ward, Michael Wayne, Joshua Wexelbaum As I look at the agenda for Affiliate
way communication, with the companies
controlling the message. quickly and efficiently with affiliates. This
Summit East 2010 included in this issue communication is important to ensure that
Graphic Design and the incorporated articles written The ability of consumers and performance everyone associated with the company is
Lynn Lee Design by the experienced marketers that marketers to engage in conversations presenting a unified message.
Missy Ward specialize in various subsets of internet with company representatives makes it
Magazine Coordinator marketing, I would wager that many do necessary for companies to be transparent. With so many Web-savvy people engaged
Amy Rodriguez not call themselves affiliate marketers or It can be very easy for advertising agencies, with networks and ad intermediaries, the
There’s been a lot of talk of late regarding performance marketers. Rather, they likely Mike Sprouse smallest discrepancy or problem can make
networks and performance-based affiliates
a change in the affiliate marketing have labeled themselves as social media news, affecting the company’s brand, as
Proofreader to be viewed negatively if they are not
nomenclature; inclusive of the industry name marketers, SEO’s, bloggers, e-mailers, direct well as its finances.
Trisha Lyn Fawver upfront about their business practices.
itself. marketers, etc., even though they all are Most advertising executives and marketers
believe nowadays that a successful public Often, companies that are transparent The bottom line is this: PR is more
Affiliate Summit Some argue that as our industry evolves, that involved in affiliate marketing at some level
relations strategy can play a vital and ROI- are more successful due to the trust they important than ever no matter where you
1253 Springfield Avenue, Suite 327 the designation should take on a broader and are actively trying to increase their
accretive role in their company’s success. are able to foster with their internal and sit in the online marketing ecosystem.
New Providence, NJ 07974-1935 descriptive, e.g., “performance marketing foothold in our growing sector of online
tel (417) 2SUMMIT (278-6648) marketing. external publics.
industry”, in which affiliate marketing plays a From creating a positive corporate image,
fax (908) 364-4627
vital role as a significant channel; yet one of So, while I’m all for a term to better reflect to reaching out to influencers within the That said, just having a solid public Mike Sprouse is the CMO of Epic Media Group,
many. our industry’s forward-thinking, innovative, industry or media, public relations can relations mindset is not enough.
Articles in FeedFront Magazine are the opinions where he oversees all marketing strategy.
multi-channel approach to generating sales shape how both internal and external Companies must be willing to speak up
of the author and may not necessarily reflect the As an industry, we do tend to overcomplicate
and leads, I don’t know if I’m ready to change stakeholders view the company. about the necessity of setting a good
views of the magazine, or its owners. FeedFront the issue by using disparate terminology for
Magazine always welcomes opinions of an it to performance marketing, just because it example with their public relations
essentially the same things, leading to even With the speed at which our
opposite nature.. somehow seems more mainstream. strategy. Because misinformation can be
greater confusion, especially to folks outside communication tactics are changing, it
spread so easily, having good relationships
of our community. “A rose by any other name would smell as is fundamental that your company’s PR
For more information, visit: www.FeedFront.com with media and trusting stakeholders and
sweet.”- William Shakespeare strategy remain current and in line with
For the last decade, I’ve called myself an affiliates can help companies avoid a crisis
corporate goals.
Interested in advertising? Please visit “affiliate”, while others have preferred to Email me your thoughts at
situation.
feedfront@affiliatesummit.com In today’s business world, immediacy and
be called “publisher” or “associate”. Lately, missyward@affiliatesummit.com to be Advertising companies and networks must
I’ve also seen the term “media partner” published in FeedFront Magazine’s new transparency are two terms that should be
© 2010 Affiliate Summit, Inc. and Individual ensure that everyone—from employees
being used to essentially describe the Letters to the Editor section. of high importance to company executives.
Authors to affiliates—is on the same page. If
same relationship that I’ve had with my Due to the Internet-created 24 hour
the employees are unhappy about the
“merchants” (or “advertisers”, depending on news cycle of our society, any news that
direction their company is perceived to be
what THEY choose to call themselves). a company makes—whether it is good or
Missy Ward is a Co-founder of Affiliate Summit heading, morale and production will drop,
bad—can be spread all over the world in a
Some make a case that “affiliate marketing” and Co-Editor-in-Chief of FeedFront Magazine. and this image manifests itself outside
matter of minutes.
carries a lot of yucky baggage with it and company walls.

FEEDFRONT MAGAZINE | AUGUST 2010 | 3


Daniel M. Clark
By Ad Hustler

The typical CPA affiliate has three main opportunity to scale it out is tremendous.
Ad Hustler

Grow Your Audience Through


components to a campaign that determine The downside is that you are typically
whether it’s a failure or a success: Traffic locked into your media buys and the
Source -> Landing Page -> Affiliate upfront investment required can be

Podcasting By Daniel M. Clark


Offer. We’ll discuss traffic sources, as this substantial.
component can make or break the whole
campaign. I’ve used all of these traffic sources
profitably. My advice to other affiliates
Paid traffic sources typically fall into a is to master one traffic source to start.
few major categories with countless Rather than jumping around and trying to
It isn’t as sexy as video. It isn’t as trendy as Choose a Topic Part of listener expectations is your schedule. subcategories. capitalize on the latest and greatest source
mobile advertising or social media, If you ask What do you have to talk about? I know there Ideally, you will publish your podcast of traffic to hit the streets, learn the ins and
anyone in our industry if they do it, chances is something related to your business that episodes on the same day(s) every week. Like Pay-Per-Click (PPC) outs of one particular source.
are, they don’t. you can talk about for 20 minutes. Do you blogging, content published on a regular PPC is very broad. Search engines, as well
release new products every week? Would you schedule is preferred by the people that as most social networks, use a PPC bidding This will allow you to have a solid traffic
Podcasting. like to interview people in your company or consume it. model to sell off their ad inventory. There source to launch new campaigns, better
in your industry? Choosing a topic shouldn’t are also ad networks dedicated to selling connections with account managers and
Often overlooked and underrated, be too difficult; even the most esoteric topics Another key to listener retention is repetition. media on a pay-per-click basis. Some advantages to PPV are that there are sometimes gets you access to profitable
podcasting is a fantastic way to communicate have listeners. Not repetition in what you say, but repetition no quality score issues and getting your ad information that other affiliates would
with your customers and fans, expand your in how you say it. Be yourself, or choose a Many affiliates start out by using PPC to show up is as simple as outbidding the never find out about.
reach and, frankly, have a lot of fun. The best Just as with blogging, though, don’t feel that persona that you can stick with. Consider because there is typically not a large other advertisers that want to show up on
part about it? It’s practically free to do and you need to be all business. It is often better your topic, and plan your style accordingly. monetary commitment; ads are easy to that target.
easier than almost anything else you have in to podcast about a topic you’re passionate Worried about your voice? Don’t be! Be change and the traffic tends to be scalable. Ad Hustler has been advertising online for
your repertoire. about. Listeners will get to know you and natural. You’re not Tom Brokaw or Oprah, and The problem with PPC is that search The downside is that the traffic tends to be more than 7 years, and he blogs at
your bio (which you’ll mention at the start listeners don’t expect you to be. Your voice is engines and social networks have high lower quality, harder to monetize and there www.adhustler.com
It’s cheaper, faster and much more simple to and end of each show) will lead them back to fine. quality standards which sometimes causes is so much that it can crash your server.
produce than video. It isn’t as complicated as your business. an issue getting the ad to actually run.
getting into the mobile game. It isn’t nearly Once you’ve got a plan, you’re ready to Media Buy
as time consuming as social media. You don’t investigate the technical details of recording, Pay-Per-View (PPV) Media buys are typically priced one of two
have to replace any of those activities—if
Plan, Plan, Plan editing, uploading and promoting. The good PPV, sometimes also called contextual ways: a cost per impression basis (CPM)
One key to listener retention is ensuring that traffic, is generated through adware
you’ve got twenty minutes a week and a news is all those things are a breeze once or flat rate for a set time period. You can
listeners know what to expect. Once you’ve installed on a user’s computer. The user
microphone (you almost certainly do, on both you’ve got your plan in place! either do individual site buys where you
chosen your topic, stick to it. If your topic downloads a game or other piece of
counts) you can be a successful podcaster. contact a webmaster and negotiate a deal
is fine art, don’t spend ten minutes talking software bundled with adware provided by to advertise on a site, or go through an
about your dog. Listeners won’t stick around an ad network that caters to this niche.
Still not convinced? Wizzard Media Daniel M. Clark is a co-host of the Geek Dads ad network and have your ads placed on
waiting for your main topic to come up. You
announced that 1.4 billion podcast Weekly podcast (geekdadsweekly.com). many sites.
don’t need to be completely inflexible, but The advertiser can then bid on targets
downloads were processed in 2009. They
vary too wildly and you’ll turn off the listeners based on keywords the user types or
are just one source for podcasts. People are The upside to media buys is that if you
you’ve worked to attract. websites they visit. This triggers a popup.
listening. What do you want to say to them? can create a profitable campaign, the

4 | AUGUST 2010 | FEEDFRONT MAGAZINE FEEDFRONT MAGAZINE | AUGUST 2010 | 5


Photo by Gary-Rosenzweig-MacMost.com
By Shawn Collins

YTCracker:
The Life of a Meganerd...
¼
...from the Trash 80 to a black Mercedes
I was reading some posts on ppc.bz last fall a catchy infini-entendre that plays off the
and there was the audio of a song called color of my skin, computer hacking, “youthful
Hogg Theme Song by YTCracker. That was my technology”, the Kourier girl “Yours Truly” from
first exposure to what I later found out was Snow Crash, the YucaTan Peninsula, and the
Nerdcore hip hop and I liked it. simulation game Yoot Tower. Conveniently,
when people want to know if I am around,
It had the sound of hip hop, but the lyrics
they can text/email/IM me with the efficient,
covered nerd stuff like video games and
six-character message “yt yt?”
programming. And this guy Bryce Case, Jr.,
aka YTCracker (pronounced “whitey cracker”), As a white nerd coming up in the rap game,
intrigued me. I checked out his Wikipedia I could take the wind out of the sails of many
entry and found it he’s a former cracker who a battle rapper by being self-deprecating
gained infamy for defacing several federal from the jump. Sadly, it is somewhat of a
and municipal government sites in the United misnomer because I am actually only half- weakest link in any computer system is the
States, as well as in private industry at the age white - my dad is close to 50% Choctaw and moron sitting in front of the keyboard, and
of 17. Cherokee, and my mom is 50% Hawaiian and as long as there are morons to be socially
Chinese. engineered and manipulated like pawns or
Since then, he’s made a name for himself in
college-age girls, the hackers will always have
affiliate marketing, as well with his music, It is for this reason that YT most likely stands
the upper hand.
record label (Nerdy South Records), and as a for “Young Trickster,” thereby joining the ranks
DJ. of other famous rapping Youngs like Young SC: Did you really learn to program BASIC
Jeezy, Yung Joc, Young Buck, Neil (Kneel) from age 4? In your song, “meganerd”, you
Recently, I sat down with him to get the rest
Young, and the Young Money clique. mention the “trash 80” - did you learn on the
of the story behind YTCracker.
TRS-80 as a kid?
SC: Do you think government sites are
Shawn Collins: What’s the origin of your
properly fortified against cyber terrorism YTC: I was a precocious Young Trickster. I
name, YTCracker?
threats? How about air traffic, banks, public loved reading, and my wonderful mother got
YTCracker: In a nutshell, YTCracker (or its utilities? me started early on with the books, and my
various other forms of capitalization I utilize, dad was a rocket scientist who spent his day
YTC: In another nutshell, no, but not
depending on what mood I am in) is just designing missiles to fight the Communists.
necessarily for technological reasons. The

FEEDFRONT MAGAZINE | AUGUST 2010 | 7


The Power of
some capacity since I was 16 years old. I
started spamming back when you could
scrape the entire AOL member directory
Headlines
What Affiliate Marketers Can
AND mail a kajillion emails with no rate limits
off of a single account. Even though it was
as simple as pressing a button, I only did it

critique of the “mainstream” rap world. I


a few hours a day because I was an idiot. I
made egregious amounts of money for a 16
Learn From Magazine Covers
attempted to capture all of the illustrious year old, but [insert platitude about a time
intentions of 98% of rap songs I recalled in
recent memory. I was just really scientific
when I made it, and frankly, I am reckless.
machine here].

SC: What are you doing in affiliate marketing Ola Edvardsson


By Ola Edvardsson
With over 100k views, it is my most popular these days?
music video. Long after I am gone, it will YTC: I’m kind of secretive about my dealings
probably be the thing I am most remembered within the advertising space and operate
for. My reputation is ruined. LOL Reputation. exclusively with a select cabal of soldiers. My How much time do you spend writing and is so much good copy out there on magazine interested in. What you want to find are direct
SC: Who are your musical influences? partners and I frequently joke that we are testing headlines for your campaigns? covers and in direct mail letters that you’ll marketing ads that have been running for a
your “favorite ________’s favorite ________.” never see if you’re just looking at online ads. long time. If the ad is running for more than a
YTC: I have such an eclectic musical taste that Mad Libs were awesome in elementary If there’s one thing that is often year it’s likely making money.
I can’t even begin to enumerate them all. My school. misunderstood in marketing, it’s the Start looking at magazine covers when you’re
favorite band is a group of scientists out of importance and power of headlines. standing in the checkout line at your grocery Now you might ask, what type of headlines
the United Kingdom named Pendulum. The SC: With all of your skills, why isn’t there a
store. Editors at print magazines know that work more often than others?
cofounder/bassist Gareth is a friend of mine, working site for Nerdy South Records?
In the offline world, you’ll find headlines on what’s on the cover will make or break the
and he just leaves his gold records lying in YTC: There is an old saying that goes the cover of magazines, on billboards, and in sales of the issue. So they take their work very The best headline is the one that offers a
prefabricated ornate frames strewn about the “a painter’s house is never painted” or direct mail. seriously. Whenever you need to write copy, solution to a defined problem that your
Nowadays, computers are very commonplace, floor of his flat. I think that is keeping it real something like that. Sticking with the Mad it’s a good exercise to head to your favorite prospect wants solved. That’s why you’ll find a
and can be found in almost every home; most to the max. Who lives like this? Lib formula, “a ________’s ________ is never In the online world it’s your subject line in bookstore, library or online magazine outlet lot of headlines that start with: “How to”, “Five
kids from my generation didn’t grow up with ________ed.” Fill in the blank with something your email message, the headline of your and browse through the magazines. Look Steps to” and “Seven Secrets to” either wealth,
personal computers, leaving only the alpha SC: When you were a teenager, who did you
that has to do with me. search ad, and the first thing someone sees at both cover headlines and story headlines happiness or health.
nerds like my dad with the hardware. We had like more, Angelina Jolie in Hackers or Sandra
when they come to your landing page. to get inspiration for your campaigns. One
a Timex-Sinclair 1000 and a Texas Instruments Bullock in The Net? Check out ytcracker.com for music and more source to start with for headlines is Reader’s So keep your eyes open to headlines
TI-99/4A, both of which used a flavor of BASIC YTC: Angelina Jolie. You get to see her boob, information on YTCracker. The truth is this: if your headline is bad, your Digest and their website at RD.com. all around you, do your homework and
as their operating system. Since the Sinclair too, so that is no contest. visitors will never bother to look at the rest of remember to test, test, test.
(our first PC) didn’t take any game cartridges, what you’re offering. If your headline is great, You might even find a whole new niche that
if I wanted to play on the computer, I had to SC: Mac or PC? Shawn is a Co-founder of Affiliate Summit and then it can carry even average copy below it, you never even considered! If there are a lot
write my own stupid games. Co-Editor-in-Chief of FeedFront Magazine. because you drove home the biggest benefit of magazines for a niche topic with a lot of Ola Edvardsson is the CEO of Performancy, an
YTC: I’ve become an Apple fanboy in the last
few years, but I can’t completely get away of what you’re promoting. ads in them, there’s a good chance that there online publishing company.
Let’s just say I had more fun than should be
from Windows, so I run a virtual machine. OSX is an online audience for it too.
humanly possible with the words INPUT and
is POSIX-compliant, so it helps me keep my Now, headlines are nothing new. As long
PRINT. Nice life.
operating system polygamy low. as we have been selling in print there have Want to find the real gold? You will need to
SC: What’s so funny about money from your been headlines. And here’s a little secret: the do a bit more digging. Head to your local
song, “LOL Money”? SC: How long have you been an affiliate? offline print world is a treasure chest of good library and ask them to bring out a couple of
headlines and copy to be inspired by. There years of back issues of the magazines you’re
YTC: “LOL Money” is my thinly-veiled YTC: I’ve been doing Internet marketing in

8 | AUGUST 2010 | FEEDFRONT MAGAZINE FEEDFRONT MAGAZINE | AUGUST 2010 | 9


Aaron Dragushan
By Aaron Dragushan

Mobile Affiliate Marketing


– 4 Ways to Start
By Jim Lillig and Liane Carmi

It is easy to target the right audience, as most applications are


popular with specific demographics, and structured around particular
activities. Affiliates can buy ads on applications using services like

Avoiding the Butterflies


appdog.com, or Apple’s iAds platform.

Affiliates who favor organic (free) marketing on the Web might be

of Distraction
interested in creating mobile sites that attract visitors for specific
niches. This is a great time to get involved, as the rules in this industry
are still being written!

Mobile search is quite different from regular Web search, so affiliates


Mental “butterflies” are distracting thoughts that flutter into your should take the time to do appropriate research. Also, note that mobile
head and lead you astray when you’re trying to work. Examples devices vary widely in their display abilities, so be sure to use the
would be new ideas, things you need to do, or simply the urge to mobile preview tool to check your site’s compatibility.
check your email. Jim Lillig and Liane Carmi

The problem with chasing them is that you don’t get right Mobile sites are a great way to build a list, which is why SMS
There are four main ways for affiliates to get into the mobile campaigns work so well with this type of marketing. Affiliates who are
back to whatever you were working on. After doing whatever performance marketing arena. Click-to-call, smartphone applications,
distracted you, somehow you ended up on YouTube, Facebook, tired of the low open rates on their emails will be glad to know that
mobile landing pages, and SMS campaigns provide different channels on average, according to Nielsen ratings, 90% of SMS messages are
etc. and an hour later you have nothing to show for it. where affiliates can profit in this growing industry. opened within 15 minutes.
If you’ve ever wondered why you check your email so often, or
go back to your favorite sites again and again, it turns out your Click-to-call campaigns are used with pay-per-call offers. Affiliates who This gives list builders the ability to target their prospects at a specific
brain is the culprit. Every time you see something new, your brain have access to pay-per-call campaigns place ads for tracked phone time of the day - or even in specific geographic areas. Note that
releases the feel-good chemical dopamine. numbers, and, as the name implies, are paid per call. consumers are more sensitive about text messages, so it is important
to be very relevant in your SMS marketing.
Tomorrow morning when you first check your email, see if you In combination, pay-per-call and click-to-call are well-suited for mobile
notice a little whoosh of excitement as you scan your new unread advertising. The one-step call process when a consumer clicks on the Click-to-call, application ads, mobile search and SMS campaigns are all
messages. This effect happens right away, before your brain can ad increases conversions. Banners, text ads, display ads, search ads great ways to get involved in mobile affiliate marketing. Those who get
actually read the subject lines; all you know at that moment is and mobile landing pages dedicated to displaying the tracked phone in on the action today are likely to find themselves profiting greatly
that they’re new. number are all great ways to promote pay-per-call offers. from this growing industry.
So, how can you fend off these butterflies of distraction?
Unlike pay-per-call campaigns, which are not widely available,
Keep a pad of paper and a pen next to your computer. The next smartphone applications are probably the most well-known Jim Lillig, Vice President of Business Development, and Liane Carmi,
time a butterfly flutters into your head, write it down on the advertising media when it comes to the mobile industry. Project Manager at Offermobi.com, the first US-Based mobile
pad instead of following it. This way you stay focused, and don’t performance network.
wander off into the foothills of the internet. Consulting firm Chetan Sharma estimates in a recent study that
mobile app downloads will reach almost 50 billion by 2012. This
Good luck! overabundance of impressions available means low competition for
affiliates.

Aaron can be found on Twitter as @Dragushan and helps


entrepreneurs kick butt at Upgrademe.org.

10 | AUGUST 2010 | FEEDFRONT MAGAZINE FEEDFRONT MAGAZINE | AUGUST 2010 | 11


Michael Buechele, Stephanie Lichtenstein and Trisha Lyn Fawver
By Cathy Stucker
Cathy Stucker

Guest Posting
for Traffic
Why Was My Affiliate and Links
Application Declined?
By Trisha Lyn Fawver Guest posting on other people’s blogs has both short and long term your preferred links. That doesn’t mean you should load up your post
benefits. In the short-term, you’ll garner exposure to a new audience with links. Many bloggers will allow you to have two links in your bio,
and increased traffic as they click through to your site to learn more including anchor text links. Some will even allow links in the body
I hear a lot of affiliates ask this question, applications, you should check to ensure that simply ask that you to list all of your affiliate about you and what you do. of the post. Ask for what you want, but accept that you may not get
wondering why their applications get all your sites are up and running properly. Try sites. It is an affiliate manager’s job to check everything you ask for.
declined by various merchants or advertisers. viewing your website in different browsers out the affiliate’s websites to find that good, In the long-term, the links you get will help your search engine
As a former affiliate manager, there are a lot of (Firefox, IE, Chrome, etc.) to see if something niche fit. If you’re applying for a software rankings, and the visibility and credibility of being featured on many Promote your guest posts. When your posts are published, let
reasons why I might reject an application. isn’t loading correctly. Some merchants are affiliate program and only have your knitting blogs will build your reputation as a leading authority in your industry. people know about them. Post the links to Twitter, Facebook and other
very sensitive to the content and layout website listed, the affiliate manager may not social networking sites. Bookmark and Stumble the posts. Post links to
There are many managers out there that
of a site where their advertisements will see a good fit and choose to decline you. To get the greatest benefit from guest posting, you need a strategy. them on your site. Submit your guest posts to blog carnivals. The more
are, shall we say, less than stellar in the
potentially be seen. Having all your websites listed shows the Here are some ways to make guest posting work for you. people who see your guest posts, the more valuable they are.
communications department. Therefore, in
affiliate manager that you work in different
an effort to bridge this gap, here are some Do I have any unprofessional or
verticals and they can see more potential for Guest post regularly. Get in the habit of seeking out blogs that Use your guest posts to build relationships with other bloggers.
things affiliates should consider when their questionable content on my website?
appropriate promotions. can use your content and offer posts to them. Add an entry to your Submitting a guest post does not have to be a one-time event. It
applications are declined.
Some brands are more sensitive when it calendar to seek out guest posting opportunities and create content can be a stepping stone in building relationships with bloggers in
There are hundreds of other reasons why you
Are my website URLs correct? comes to the content on a website where for them. your niche. In addition to promoting your guest posts, respond to
might be declined. It ultimately depends on
their ad will appear. For example, the Apple reader comments on the blog and stay involved with the blogger and
I’ve seen instances where affiliates have the merchant and what kinds of affiliates they
Store has very strict guidelines relating to Post to a variety of blogs. Think creatively to find blogs that are not their audience. Keep the door open for future interactions, such as
misspelled their domain names accidentally, want to work with.
website content and where you’re allowed in direct competition with your blog, but may share an audience. For reciprocal guest posts, joint ventures and more.
added an extra http://, left off the extension example, on my blog for mystery shoppers I have run guest posts on
to place banner advertisements. Larger Always attempt to reach out to the affiliate
(.com? .net?). Many affiliate managers are topics ranging from online surveys to cheap ink and toner refills to Just a little time invested in guest posting can pay big dividends in
brands tend to have stricter guidelines, and manager if you’ve been declined for a
savvy enough to omit the extra http:// or try green shopping. I even had a post from a mystery novelist who writes traffic, search engine rankings and dollars in your pocket.
may choose to decline you if your websites program you really want to promote. It never
adding the .com to see if a website loads, but books with a mystery shopper heroine.
do not convey a similar professional image hurts to ask for an explanation or a second
I know some are not so diligent, so it’s best
that is on par with the brand. You can chance.
that you make checking your websites as easy Give your best content. Guest posting is not a way to get rid of Cathy Stucker runs a free service to connect bloggers and guest posters at
consider changing your website to meet their
as possible for the affiliate manager. posts that are not good enough for your own blog. This will be many http://BloggerLinkUp.com/.
standards or finding another merchant with
Have I been declined a lot? more lenient standards to promote. Trisha Lyn Fawver is a client support specialist readers’ first exposure to you, so make sure they see you at your best.
at ForMeToCoupon.com and blogs at TrishaLyn. Generally, you should not republish your guest post anywhere else.
There may be a bigger issue at hand, like Are all my websites listed in my profile?
com.
problems with your hosting company. Ask (nicely) for the links you want. Some bloggers have specific
Some networks require you to apply to
If you’re experiencing a lot of declined rules about how they link to guest posters, but many are open to using
programs for each of your websites, but most

12 | AUGUST 2010 | FEEDFRONT MAGAZINE FEEDFRONT MAGAZINE | AUGUST 2010 | 13


Todd Bloch
By Todd Bloch

B2B Affiliate Marketers


Forrester projects B2B (business-to-business) profit over the lifetime of that customer. and payouts are all handled via the
interactive marketing spending to hit $4.8 Offering residual commissions on lifetime network platform.
billion in 2014, over double an estimated referral revenue will help affiliates compete.
$2.3 billion in 2009. We believe that affiliate Eliminating the cookie window is a good 6. Endemic affiliates – Your list of prospects
marketing will be a big component of that start, but a cookie is only good if the is much narrower than in the B2C world.
growth. customer uses the same browser forever Proactively uncovering, recruiting and
and cookies aren’t deleted. building relationships with niche affiliates
B2B affiliate programs have taken a back seat
with content related to your business is a
in the industry, despite the fact that many
3. Commission structure– It can take months solid strategy.
B2B businesses already rely on contractors
for leads to convert into acquisitions
to drive sales offline. Nonetheless, business
due to multiple touch points, various
advertisers have not gained the attention of Outside of the affiliate arena, it seems B2B
decision makers and high value purchases.
online affiliates because of long sales cycles, marketing has found success in every media
Affiliates want commission on leads, but
latent transactions, offline conversions and channel. For instance, on television with
businesses are concerned about quality.
high customer acquisition costs. Bloomberg and CNBC, search with Business.
One option is to offer hybrid commissions,
com, online content with BizJournals.com or
That is all about to change thanks to better paying a modest bounty on leads, but
Entrepreneur.com and even print with Crain’s,
tracking technologies and creative new also a substantial bonus for each lead that
Inc. magazine and others.
ways of structuring programs. Here are converts.
several ways that advertisers can collaborate Agencies, program managers and networks
with affiliates to build dynamic, successful 4. Batch file reporting – Tracking pixels will can now educate advertisers and affiliates on
programs: not capture every action over the length not only their barriers to entry, but also the
of a program. Creating a spreadsheet of available solutions. There are huge, untapped
1. Advanced call tracking – Losing qualified all actions on a regular basis is the answer. opportunities in the B2B sector, and it is
leads due to offline channels is a legitimate Importing this batch file ensures affiliates poised to ride shotgun with B2C affiliate
concern for affiliates running B2B offers. garner commissions on all sales the pixel marketing.
Advertisers can calm these concerns by misses, offline transactions and latent
using a simple call tracking solution. In conversions.
short, call center agents enter affiliate IDs
Todd Bloch is a Director at PartnerCommerce, a
(presented under the advertiser’s phone 5. Offline sales force - Remember the
B2B affiliate network located in New York.
number) into customer records during Avon women that sold door-to-door?
phone calls. B2B merchants are empowering field
sales agents, tele-reps and even cable TV
2. Lifetime commissions – B2B businesses affiliates to promote products and services
often lose money on the first sale but earn on a performance basis. Setup, reporting

14 | AUGUST 2010 | FEEDFRONT MAGAZINE


By Missy Ward

Affiliate Marketers Raise $73,000


Affiliate.com Team - Pho
to By Scott Richter
to Battle Breast Cancer
In 2007, I founded AffiliateMarketersGiveBack.com with two 26.2 miles later, we crossed our first finish crossed the finish line with Melissa Salas. Denver in June 2011. For more information
goals in mind: to raise money to support Breast Cancer research, line at Warren Park, the site of the temporary about walking or sponsoring the team, please
After months of fundraising, 39.3 miles
treatment, awareness and community programs through Avon Wellness Village, where many of the visit http://AffiliateMarketersGiveBack.com.
walked, dozens of team blisters and aching
combined efforts within the affiliate marketing industry and also walkers camp overnight.
muscles, I am proud to say that Affiliate
provide an outlet for people to help themselves by uplifting others
While some of the team headed back to the Marketers Give Back raised our highest team
in a ways that another piña colada-filled vacation, more “stuff” or a Missy Ward is the Co-editor-in-Chief of
hotel, some of us decided to walk (hobble) amount to date: $73,552.65. Our team was
beefier resume couldn’t possibly begin to do. FeedFront Magazine and Co-Founder of Affiliate
just a little bit further to a local Mexican the 5th largest fundraising team and I was the
Summit.
With this in mind, on June 5th-6th, Team Affiliate Marketers Give restaurant to celebrate our first victory with 3rd largest fundraiser overall.
Back set out on our 4th annual walk to fight breast cancer. This tacos y cerveza.
I’d like to thank all of the people on my
time, we took on the streets of Chicago for the 2010 Avon Walk for
Day two’s 13.1 mile walk came way too early team, all of the folks that supported us with
Breast Cancer.
for me. Standing in line at 5:45 am feeling donations and words of encouragement
This year’s team consisted of Brian and Melissa Chase, Sara sore and covered with blisters, I had to along the way and the rest of the walkers that
Salas D’Onofrio, Jenny Fredrick, Jaz Pester and Scott Richter of affiliate. question my sanity for a moment. But after took on Chicago with us.
Salas - Photo By Melissa
Ward and Melissa com, Melissa Salas of Buy.com, Kevin Strawbridge of Dealtaker.com, seeing a few of the folks that were standing
Jaz Pester, Missy In total, the Avon Walk for Breast Cancer
oto By Missy Ward Chris Pearson and Jenna Jasso of DIYThemes, Karen Garcia of GTO in line with me that were currently going
Team Dinner - Ph Chicago raised over $7.7 Million, most
Management, Brian Littleton of ShareASale, Brook Schaaf of Schaaf- through chemotherapy, about to tackle the
of which was distributed immediately at
PartnerCentric, Kevin De Vincenzi of XY7.com and Amy Rodriguez same walk, I had a much better perspective
the Closing Ceremony to breast cancer
and myself of Affiliate Summit. on what I was about to set out to do.
organizations throughout the Chicago area
On the evening before the event, we all got together at Gino’s East The route was extraordinary. The views to support the remarkable work they do in
of Chicago for a team dinner consisting of lots of carbs (pizza and along the water were stunning while the the fight against breast cancer, work that will
beer). Most of us got to bed early as we had to be up in time to walk through the Cancer Survivor’s Garden someday rid the world of this disease.
make the 5:00 am bus to the opening ceremony which was held at was met with mixed emotions of hope and
We all have so much to be proud of as we
Soldier Field. It was an emotional event, giving us the motivation sadness.
showed the world what the power of a united
we needed to get walking as soon as they let us out of the gates at
After a quick pit-stop at the Chicago community can do.
7:00 am.
Blackhawk’s Store to pick up some shirts to
The 5th Annual Affiliate Marketers Give Back
Day one’s walk took us from Soldier Field through the beautiful support the team later that night, we were
walk to fight breast cancer will take place in
neighborhoods of Chicago, many of which I’ve never seen before. back on the road to Soldier Field where I
Karen Garcia and
Amy Rodriguez -
Photo By Karen Ga
rcia By Melissa Salas
Brian Littleton - Photo
Affiliate Marketers Give Back Team - Photo By Missy Ward
Photo By Melissa Salas

Melissa Salas and Missy War


d - Photo By Melissa Salas
Joshua Wexelbaum
By Ali Croft

Life of a
Traveling
Affiliate Boosting Your Traffic and
By Joshua Wexelbaum Credibility with PR
first things to do is research the influencers in happening in the industry and help tell the
your industry. There’s no bigger waste of time bigger story.
than pitching people who either don’t cover
your industry or don’t draw the audience you Be willing to share data and include other
want to target. companies as examples in your pitch. Not
I’m sitting in a small van, cross-legged next to marketing is an incredible business because while backpacking.
making it all about you will increase the
seven slightly smelly hippies as we navigate we make mad cash and can work from Bring your monitor(s), laptop & smartphone. I
Do your homework – use Google News, chances of people taking you seriously.
through the desert landscape of Namibia, anywhere. packed two 24” monitors to Australia.
Google Blog Search and BackType to see
Africa.
who the influential bloggers, reporters, Learn how to write a news release, which can
Affiliates often ask me, “How can I travel like If you are renting an apartment, invest in a
commentators and Tweeters are and create a be sent over a newswire or the web, getting
Nothing is around for hundreds of miles you?” desk and comfortable chair.
list of people you want to target. you in front of journalists and web searchers
except a tribal village where we purchase
while increasing SEO.
precious stones from local kids on the side of Here’s the Game Plan: Running Your Affiliate Business Abroad
Less is more here; the more targeted your list,
the road. 1) Pick a city. I suggest Buenos Aires, Cape The most difficult part of traveling abroad
the better. Start with realistic expectations Try offering your targets pre-written articles.
Town, Melbourne, Barcelona, Tel Aviv or is maintaining your work ethic. You need
- chances are that USA Today won’t be Bloggers are always on the hunt for more
The previous day, I spotted a cyber cafe in Shanghai (in that order). discipline. Business must always remain the
interested until they see others on the web content, and offering them neutral, non
a small town and managed to get online to first priority.
Ali Croft
buzzing about your business. self-promotional guest blog posts targeted
check my campaigns. The next time I’ll be 2) Find a rental apartment using craigslist.
to their audience is a good way to build
able to check my stats will be in a few days, as com. The apartment should have a Finally, you must structure your affiliate
Once you’ve got your list, start finding ways relationships while generating good PR.
we approach a larger city. broadband Internet connection installed business as a system. Focus on producing
Public relations is an essential component to provide value to your targets. Comment on
prior to your arrival. Beware of scammers on revenue through a single system, and then
of any company’s growth strategy, including their latest story or offer to introduce them Finally, sign up for HelpAReporterOut (HARO).
Last year, I rented an apartment in Shanghai, Craigslist; do not pre-pay. scale that system using an outsourced team.
affiliates. Good PR will raise awareness of to another expert. Be helpful - don’t just sell This daily newsletter alerts you to reporters
China for two months and watched Usain You manage your team, and your team
your business while building trust with your yourself. looking for sources for their stories. With your
Bolt break the world record in the Olympics. 3) Ensure your affiliate business is generating manages the system.
potential customers, increasing the likelihood newly minted writing skills, pitch yourself as
I just got back from a three month trip to stable profits. Your business should run on
that they’ll make a purchase with you. And, Sooner or later, you’ll start to develop a an expert for articles about your industry.
Melbourne, Australia where I went to the auto-pilot and require less than a few hours of Life is too short to spend in front of a
with a little time and effort, it’s relatively easy relationship, and you’ll have much more luck
Formula1 race, and then drove a rental car daily work. computer!
to do some of your own. getting their attention when you have news PR isn’t rocket science. It just takes time.
through New Zealand.
to share. Like in affiliate marketing, research, test and
4) Establish your budget and income goals.
In its simplest form, PR is about getting optimize for the best results.
Work hard, play hard. Grind a few months of Your passive income should be at least Josh Wexelbaum is a veteran affiliate marketer,
other people to say good things about you. The next best thing to do is brush up on
the year, travel the rest. For the past six years, double your expenses in your target country. and he blogs at ScrappyBusiness.com.
Whether these people are bloggers, reporters your writing skills. There are tips on writing
I’ve lived the life most people dream. I’ve
or influencers in other realms - like social good PR content all over the web. Some of Ali Croft is Director of Public Relations at Just
backpacked through dozens of countries and 5) Buy your airline ticket. With a specific
media and web forums - the key to getting my favorite sites include CopyBlogger and Drive Media.
rented luxury apartments in beautiful cities departure date, you cannot postpone or
them to write or talk about you is building TopRankBlog.
across the globe. procrastinate taking the trip.
mutually beneficial relationships. Just like in
the real world, people help people they know. Learn what’s really newsworthy (hint: it’s
This is my affiliate lifestyle. Tips for Success
usually not your newest widget). Put your
Travel to a single city and work from your
When beginning your PR effort, one of the company news in context with what’s
Let’s get something straight. Affiliate laptop. It’s more difficult to run your business

18 | AUGUST 2010 | FEEDFRONT MAGAZINE FEEDFRONT MAGAZINE | AUGUST 2010 | 19


By Michael Wayne

Pop Culture Sites:


Quick Pros Use Joomla!
and Cons to Explode Your
By Tricia Meyer Tricia Meyer Michael Wayne
Affiliate Income
Joomla is a content management system, Modules can be placed in multiple preset that you’ll always have immediate access to
similar to WordPress. The primary difference locations, anywhere in your template. You your entire database of users. Joomla’s built-
Every time I hear about a popular, new book • Even if the niche becomes a hot one, why not make some money off of your is that Joomla has a lot more built-in features can create multiple modules that display in “mass email” tool can send email blasts to
series, my mind immediately goes to whether it may be hard to monetize beyond knowledge? & functionality. ad banners or affiliate links and place them all your users, in plain text or HTML.
or not it would make a good niche website. Google AdSense and products virtually anywhere on your site.
• Google Alerts are a pop culture
targeting the demographic interested With Joomla’s Extensions, you can turn your You can also target by user groups, such as
webmaster’s best friend. By setting up
I start searching the web frantically for in the given topic. Even if products site into a social network, membership site, The beauty of modules is that they are authors, editors, publishers, etc. It’s a great
alerts for your topic, you can be notified
everything I can find about the book, exist, they may not be available and more in minutes. If you’re looking for a conditional. You can display them according tool for marketing & connecting with your
within an hour of any news about the
including how deep the series will be, through affiliate programs or may only new tool to increase your leads and sales, to section, category, and/or by user state community – with their permission of course.
topic, including product releases, book
whether there is talk of movies, and the be in affiliate programs with which you Joomla just might be the right solution. (registered user or guest). This basically
pre-orders, movie debuts, and concert
amount of merchandising being done. do not want to work. provides built-in split testing! Endless Possibilities
ticket sales.
The WordPress Alternative Joomla has some affiliate-friendly extensions,
• Pop culture sites do not usually have
Sometimes I sit on the idea for weeks Many affiliates avoid Joomla because it’s more Complete Editorial Control including JomSocial, which lets you turn your
much of a shelf life. People move on to When launching a pop culture niche site,
and other times I register a domain name difficult to learn than WordPress, and doesn’t Joomla provides complete editorial control. Joomla site into a full-featured social network,
the next popular artist, television show, sometimes you get really lucky (hello,
immediately. seem to provide great built-in SEO. In reality, You can assign users to user-groups, such as and JoomFish, a tool that enables you to
and even book series in a short time. By Twilight!). Other times you don’t get much of
Joomla can actually provide equal or greater authors, editors, publishers, etc., with ease. natively translate your site into almost any
the time you build up your traffic, no a return on your investment (Percy Jackson
The one thing I always do when I launch a SEO results if utilized correctly. language.
one may be interested in it anymore. who?).
new site is work through the pros and cons Think of the possibilities: you could install and
of starting a site for that niche. Here are my There are also many SEO extensions available, launch multiple niche content sites, set up Used together, they are great tools for
Pros: As long as you weigh the pros and cons of
top three suggestions for each if you are such as SH404SEF, that give you granular unlimited ad modules, and have them display targeting by interest or demographics, and
your decision, you won’t regret that you took
considering starting any type of pop culture • Sites are easy to launch and generally control over your SEO and rival anything conditionally according to their author, for generating additional international traffic.
the chance.
niche website. do not initially cost you more than a WordPress has to offer. While Joomla does category and/or section.
domain name and your time. Using have a bit of a steeper learning curve, there Joomla is an indispensable tool in my affiliate
Cons: WordPress and a free or cheap theme, are a ton of tutorial websites available for Also, Joomla enables you to display one set arsenal and if you give it a shot I’m sure it will
Tricia Meyer is the owner of Sunshine Rewards
you can have a site up and running in beginners to help you get up and running of ads for registered users and another set for be for you as well!
• If you are trying to launch a site about and runs a number of niche sites.
an evening. fairly quickly. guests. Your imagination can run wild with
a new topic before anyone else, you are
the number of different scenarios you could
taking a gamble whether that particular • When you are interested in the topic,
Modules Make Split Testing Easy run to maximize your click-through rates. Michael Wayne is a blogger (MikeWayne.com),
topic is going to become hot. The it can be fun to research it, write
Joomla has an awesome feature called affiliate marketer, and President of MediaCraft
chances are good that you will have about it, and look for complementary
modules, which are content blocks of code, List Building & Email Marketing Marketing, LLC.
to launch a number of sites like this merchandising opportunities. If you are
widgets, or applications. Administrative account management is built
before you end up with some that really going to be reading about it and talking
into the core of Joomla. The benefit here is
explode. about it with your friends anyway,

20 | AUGUST 2010 | FEEDFRONT MAGAZINE FEEDFRONT MAGAZINE | AUGUST 2010 | 21


By Nick Usborne

Write Web Content


Worth Sharing

return and 2) that visitor won’t tell his or her friends or colleagues to
Nick Usborne visit your site.

To avoid this, a good alternative is to create fewer pages of content,


but of much higher quality. In particular, you want to write content
which is good enough and interesting enough to be worth sharing.

In other words, leverage the power of social networking.

Does this really work? Does creating quality content worthy of


sharing actually attract more traffic and increase conversion rates?

Yes, it does, according to the folks at Yahoo!:

“Cody Simms, who heads up what is left of Yahoo’s Open Strategy,


tells me that early data suggests social links spread through
Facebook, Twitter, and Yahoo’s own status updates “can drive an
order of magnitude more sharing on Yahoo.” And those visitors are
As affiliate marketers, we are often tempted by the lure of high more engaged also. For instance, when people click through from
volume, inexpensive content. We figure that if we take a list of a few a status update to Yahoo News, Sports, Finance or another Yahoo
hundred long tail keyword phrases, we can write an article around property, they end up spending at least twice as much time there
each, and then make out like a bandit with free search engine traffic. than the average visitor. For Yahoo, tapping into social traffic is what
it’s all about.” (Excerpt from Techcrunch.com. May 17, 2010)
Realizing how much work is involved to do that, we may start
looking at outsourcing our content writing overseas for $2 a page. At a time when low quality content is finding its way onto more
We may also turn to automated content rewriting software to churn and more websites, you have an opportunity to separate yourself
out pages for even less. from the crowd, by creating pages which are helpful, informative,
engaging and worth sharing.
This approach has gained some traction among affiliate marketers
because it works - up to a point. Yes, you can optimize low quality You can make a few bucks with cheap content. But you can create a
content and fool the search engines, most of the time. But you can’t business with quality content that’s worth sharing.
fool your readers.

Readers will recognize rubbish content in a heartbeat. As a result, Nick Usborne is the Founder of WebContentCafe.com, the author of Net
while a small percentage will click on a link that might make you Words, and New Path to Riches, and has been writing copy and content
a few pennies, you can be sure of two things: 1) that visitor won’t online since 1995.

FEEDFRONT MAGAZINE | AUGUST 2010 | 23


Sara Anderson

Get Out of the


Basement & Into
Marketing to
Women Online Steve Guberman and Mike Green

By Shawn Collins
By Sara Anderson My first home office was an unfinished
basement with a concrete floor and cinderblock
working at home. packages that range from $20/day to $400/
month, depending on the needs of members.
Not to mention the use of meeting rooms and
walls. A couple coats of paint, a cheap area rug, Members receive benefits such as hi-speed
other common areas in the coworking space.
and some pictures on the wall made it more Internet access; use of printer, scanner, and fax;
homey, but it still sort of sucked. conference room access; coffee, tea, beverages,
The Coworking Experience
and snacks; and member-only events.
There was no natural light, it was hot always, and I recently found out on Twitter that the first
When Dove’s sales declined, as a result Speak Her Language Patterns I couldn’t get a cell signal. coworking space in New Jersey was opening. It’s I’ve looked around my general area for office
of being lost in a crowded market, they Don’t disrupt her online experience with Cognitive anthropologist Dr. Bob Deutsch a place called Converge (Twitter: @convergenj), space in the past, and the rates and benefits of
reached out to Edelman Public Relations over-hyped sales messages. Gently spark writes marketers should recognize that If only there was a coworking space in my area and it was close to my house, so I hopped in the coworking are way more attractive than a lease
for help. Utilizing the power of video, her interest with empathetic, relational ad women have the ability to perceive more back then. car to go and get a look at their space and chat in an office building.
storytelling, online advertising, and social copy. Video can be a powerful medium to than the metric of a product attribute. with Steve Guberman and Mike Green, who
media, Dove’s efforts to reclaim their quickly evoke emotion. Women take it all in and then decide how What is Coworking? This provides a nice alternative to a new affiliate
started it up.
market share exceeded the company’s your product or service fits into the pattern Wikipedia defines coworking as “a style of work marketing business that doesn’t want to lock
expectations, resulting in a 700% increase Connect Her with Others of her life. Help her figure that out and your which involves a shared working environment, In addition to being the first coworking place in into a lease, as well as purchasing furniture,
and $1 billion in product sales, based on Women are biologically wired to share marketing campaigns will be pure gold. sometimes an office yet independent activity. NJ, Converge is also the first in the country to be getting Internet and other utilities set up, etc.
findings in the Dove Campaign for Real experiences with each other. While men Unlike in a typical office environment, those affiliated with a university. Converge is on the
are sold by facts and figures, women would While marketing to women takes extra Plus, I like how they are planning to use the
Beauty Case Study. coworking are usually not employed by the campus of Kean University, and just a block from
rather hear about how a person’s life was preparation, keep in mind the words of Og space for things like meetups and guest
same organization. Typically it is attractive an NJ Transit train stop.
The key to their success? Appealing to improved by a product. Mandino, author of The Greatest Salesman speakers. Not only does the cost of coworking
to work-at-home professionals, independent
women’s emotions by focusing their in the World, “Never skimp on that extra I was impressed at the layout and amenities at provide a place for your company, but also
contractors, or people who travel frequently
campaign on redefining beauty and Allow Her to Research effort, that soft word of praise or thanks, Converge. Their facility includes a wide-open a built-in community of potential mentors,
who end up working in relative isolation.
improving women’s self esteem. One advertising message may not be that delivery of the very best that you can atrium filled with desks, as well as a lounge, two inspirations, partners, and friends.
Coworking is the social gathering of a group of
enough to convince a woman that your do.” conference rooms, and two studios.
people, who are still working independently, More information on coworking at
Dove’s success illustrates the importance of product is what she needs, and she will
but who share values, and who are interested in Since they’re on a college campus, they have the www.coworking.com.
marketing to the emotional side of women. most likely explore more details over time Though it may prove to be challenging
the synergy that can happen from working with added benefit of access to a pool of local intern
Marketers must drop the old mentality of before making a purchase. Create URLs that at first, once you have created marketing
talented people in the same space.” labor.
“targeting” women and connect with them, are easy to remember, so she can find your campaigns that effectively meet her
instead. Earn their trust. site quickly when she is ready to buy. emotional needs and fit within the So, for all the affiliate marketers working out Shawn is a Co-founder of Affiliate Summit and Co-
pattern of her life, you will have a distinct The Price of Coworking Editor-in-Chief of FeedFront Magazine.
there in isolation, coworking can be a great
Women account for 85% of consumer Appeal to Changing Status Trends advantage over your competitors. Now In the case of Converge, they have a variety of
alternative to the distractions and limitations of
purchases, buying for themselves, their While traditional status luxury lust is that’s money.
families, and their businesses*. Additionally, here to stay, trendwatching.com points
they control 51.3% of the nation’s private to a couple new status trends that are
wealth, according to “Influence: How emerging.
Women’s Soaring Economic Power will Sara is a blogger, fashion-addict, and founder
Change Our World for the Better”. With of the online fitness community,
• Generosity: Donations to nonprofits.
such tremendous buying power, affiliate fitvolution.com.
10% of proceeds donated to a child
marketers cannot afford to misunderstand in need.
what drives the purchases of this
• Green Credentials: Eco-friendly
demographic.
goods and services. Organic baby
Below are 5 guidelines to follow when food.
marketing to the group that really holds
the wallet.

24 | AUGUST 2010 | FEEDFRONT MAGAZINE


Converge Lounge Converge Lounge Kitchen Converge Conference Room
By Gil Abir and Amy Ely

Show Me the Money!


What’s the key to an affiliate’s receive payments, for ATM
heart? Great advertisers? withdrawals, and for online and

Tips for Creating


Stellar service? Leading offline purchases
technology? Maybe. We’d Result: Not only are payments
argue that while all of these faster, this affiliate appreciates
are important, receiving the convenience of using

Effective Web Video


commission earnings quickly the card almost anywhere as
and cost-effectively tends to another source of funds
top the list.
“Faster payment is crucial
While many affiliates operate and I’m able to predict more
By Kevin Hillman within the boundaries of
traditional payment methods,
accurately when the funds will
be available on the account. I’m
a variety of more advanced thoroughly impressed with the
Kevin Hillman options are being introduced service provided, particularly
to turn a satisfying payment how easy it is to manage my
process into a rewarding account online with up-to-date
Web video has barged right through the your viewers? your conversion rates skyrocket. experience. transaction details.” Amy Ely and Gil Abir
front doors of online advertising and -Daniel Stewardson,
Next, decide how you want to present the The last, and perhaps the most important This is particularly important Cashbacking
marketing. With the rise in new, web-based
topic to your audience. Will you present it in tip, for creating effective web video would for global networks that face
technology, coupled with high speed year over year growth in card
the form of a comedy, drama, lively, factual, be to always keep your audience engaged. high transfer fees and longer Case Study #2
internet connections, video on the web has Case Study #3 signups since their launch in
or a documentary? Select the one that By doing so, this will allow you to keep wait times. As a result, offering Affiliate: Ticket Crush /
become a crucial tool, moving viewers from Affiliate: Saya Intellicall / 2005, indicating the increasing
would be best to get your message across. the length of the video, without it being a suite of payment options Region: US
basic interest and inspiring them to take Region: India popularity of alternative
a problem. When the video first begins, becomes a competitive Challenge: Sought out a
action. Video quality also plays an important role Challenge: Commission payment options.
engage your viewers with an attention- advantage, especially in the more convenient and versatile
in drawing in viewers. The quality of the checks took up to 30 days to
Web video has grown to new heights with grabbing opening that will hook them. eyes of affiliates that use the payment option
video can either establish great creditability clear and become usable funds What’s the bottom line?
social media websites such as Facebook and Once you have your viewer’s full attention, immediate cash flow to grow Solution: Setup the card
and professionalism or show that you’re not Solution:Signed up for the card Explore new payment
MySpace allowing for users to place videos introduce what it is that you want to their business. to receive payments from
serious about the message you’re trying to to receive payments, use the options that exceed affiliate
on their pages. accomplish in the video. multiple countries and contacts
get across. ATM service, and withdraw cash expectations. It may be
As one example, buy.at Payoneer’s customer support
One of the most important things you want Be very careful not to over-do the opening Result: Funds are now available deciding factor of whether or
Exceptional quality shows that you really launched a prepaid MasterCard for balance information
to remember when creating a web video is of a video by being too silly or being too within a few hours, providing not you keep their business.
care about what it is you’re presenting and with Payoneer to simplify Result: Quick access to
your target audience. Unfortunately, most serious. These simple suggestions will help an efficient global payment
that you took the time and effort to make the payment process for both US and international
people seem to forget this one important you become more aware of what exactly option
the best possible video for the viewer. Low international affiliates. A year payments and uses the card
thing. you must do to create a highly effective web Gil Abir is VP of Corporate
quality video screams rushed, sloppy work later the team reached out to to compartmentalize buy.at
video. “The world is changing very fast, Partnership at Payoneer, and
Remember to create footage for the viewer’s and that you could care less about the affiliates in several countries to earnings and expenses from
so we need fast service to go with Amy Ely is Marketing Manager at
eyes only, not yours! This is the key to interests of the viewer. evaluate their experience and other sources of income
the world. [This] card is a good buy.at.
creating effective video for the web. The determine next steps.
Want maximum exposure on the Internet? Kevin’s extensive experience includes working solution.” - Abdullah Saya, Saya
target audience will determine how you “The buy.at MasterCard is
It’s only a few clicks away with the numerous on numerous acclaimed national television Intellicall
want to present your topic as well as the Case Study #1 extremely convenient and a
websites that allow you to upload your video shows and commercials. Affiliate: Cashbacking / great choice for an affiliate in any
tone of the video. Overall, the findings were
once it’s completed. A few of the bigger Region:UK country. It’s easy to call Payoneer
Once you know your target audience, the websites are YouTube, Vimeo, and iTunes. very positive and revealed the
Challenge: BACS payments anytime I have questions and
next step will be to determine the objective variety of ways that affiliates
The more websites your video is posted on, took 3 -4 days before clearing I’m impressed with the service
of your video. What is your video intended in different countries chose to
the more viewers your video will get. Launch with the bank overall.”
to do? Is it intended to sell, market, or use the card. Beyond buy.at,
a stunning multimedia campaign and watch Solution:Used the card to -Kyle McPeck, TicketCrush.com
promote a product or simply to entertain Payoneer saw an average 77%

26 | AUGUST 2010 | FEEDFRONT MAGAZINE FEEDFRONT MAGAZINE | AUGUST 2010 | 27


By Robert Drumm

A Case for the increased


2011 Performance
Marketing Budgets The Path to Multiple Affiliate
By David Dalka Network Success
In these lean times, retailers need to explore For some merchants, technology challenges
every possibility to grow sales in the most could be an obstacle to adding a network.
David Dalka
economical way possible. Expansion of Duplication of orders across networks needs
a retailer’s affiliate program through the to be addressed through suppression of code
addition of a second traditional affiliate or through the ability to identify orders and
Chris Brogan stated “Most major brands principles will potentially to play a large role. Tie the conversation to the potential for network can be an attractive option for crediting the affiliate who sent the last click.
are doing some sort of affiliate marketing... improvement in business outcomes - Invite retailers.
Here are a few things I do when presenting Double the workload is another problem
are you?”at the recent Business Marketing the people for coffee or lunch and say, “I’d
senior level strategy sessions to advocate When reviewing this strategy for your that will arise including multiple newsletters
Association 2010 Conference. like to explain to you what I do and how it
more efficient marketing allocations and company, keep in mind the positives and and other affiliate communication. Creating
affects our revenue, costs and profit”. Be sure
It was great to see people outside of execution: negatives of additional networks. separate feeds with different requirements
to connect the conversation to trying to
performance marketing’s core challenging and the maintenance that goes with that can
Explain the benefits of the performance improve business outcomes; it will improve
senior level marketers to learn about A second network can add a significant be an issue.
marketing channel to budget team the odds of proper time allocation for your
performance marketing. Certainly a sign that revenue boost to your affiliate channel
members – You are the expert. You meeting and set the frame that you want to
things are changing as the increasing volume through the addition of new affiliates, Merchants may also find some networks will
understand the issues because you’ve help everyone in the organization be more
of content online is reducing the reach competitive recruiting benefits, and require more work than another and will
attended the conferences, done the hard successful.
and impact of traditional brand marketing contrasting features and promotional need to decide if the additional labor can be
work in the trenches and busted your butt. Robert Drumm
channels. Encourage future communication and opportunities. covered by increased revenue.
The executive team doesn’t know what
questions – If they view you as a helpful
As Chief Financial Officers scrutinize you know – YET! You must transfer the
resource about the Internet, they will come to While it may be true that most affiliates are Fraud problems will also be doubled with
marketing budgets more closely, the wisdom and knowledge so that others can allow your affiliates to mix and match the
you with more questions and raise the profile active in nearly every network, there are a more enforcement needed for PPC and terms
opportunity exists for marketers utilizing understand. easiest way to promote your products to their
and understanding about the great work you solid number of partners who will only join of service violations. A strong PPC Policy and
emerging channels with superior ROI like visitors.
Meet with all of these people individually are doing in performance marketing. programs located at Commission Junction, terms should be implemented including
affiliate marketing and search to advocate
BEFORE you meet as a group – People are ShareASale, or any other traditional network. spelling out how affiliates are credited in a
significant budget shifts away from legacy These small steps create understanding and Taking advantage of various ways to promote
at vastly different points on the learning Adding a second network to your affiliate multiple network environment and if your
channels. raise of the profile of performance marketing, your program in each network is another
curve in regards to online marketing issues. program will give you access to an entirely terms are different for each network.
which is ultimately good for everyone. Share recruiting advantage. Newsletters, “featured
However, this can only occur if you educate Respect that by simplifying concepts and new group of affiliates who may not have
this article and others like it; there is a long program” spots, and other placements will
your senior level leadership teams across encouraging questions. If you meet as a worked with you otherwise. Adding multiple networks may not be the
journey ahead. Enjoy the ride. increase your visibility to network exclusive
the organization about the economics group, most people are afraid to ask for best solution to increase affiliate sales for
affiliates along with the majority who use
and features that performance marketing explanatory questions; meeting privately will There are many recruiting advantages with every merchant, but the value is certainly
more than one network.
provides. create the opportunity for understanding. operating multiple networks including there once all the obstacles have been
David Dalka is a business leadership consultant flexibility and promotional opportunities. addressed.
Most importantly, start with people at your The benefit of running two traditional
With 2011 budget season just around and marketing speaker, http://www.daviddalka. Offering the flexibility of networks and the
peer level in each target group, then move to networks is countered by many different
the corner, here are some tips on how to com various benefits each provide allows your
the actual budget team. You will get practice problems that can occur during setup and
advocate increased budgets to performance partners to select the best fit for their needs. Robert Drumm is affiliate manager for AC
and learn valuable insights along the way. Merchants should be aware of
marketing channels. It’s important to consider Lens, Baseball Rampage, and operates
that there are emerging channels like mobile new technology needs, additional workload,
Features like coupon feeds, RSS, and different RobertDrumm.com.
and elsewhere where performance marketing and double the problems.
ways to use product feeds at each network

28 | AUGUST 2010 | FEEDFRONT MAGAZINE FEEDFRONT MAGAZINE | AUGUST 2010 | 29


By Scott Medlock

The Rebranding of
Evaluating Your Affiliate Marketing
Merchant’s Lately there has been much talk about
how affiliate marketing fits into the overall
The reaction was quite interesting in that
everyone in the small group instantly

E-Commerce
advertising and marketing industry. There has understood the model. The similarities
also been an increased effort to bring major to traditional marketing and advertising
brand advertisers into the space and how to channels made sense to them.

Website
best introduce more key advertisers to the
opportunities (and profits) we can provide as They were able to associate their existing
affiliates. knowledge and experience with their own
business advertising with what it is that
It has been suggested that we have outgrown we do without me having to give a larger

By George Hansen the simple term affiliate and should now call
ourselves performance marketers.
explanation of affiliate marketing.

Then I added that 90% of what my


George Hansen
Overall, this makes sense. Few people I performance marketing company does is
encounter offline understand anything about online. I ended up making a couple referrals
You’ve been there; you see a product online inviting? Does it feature an image of the Shoppers who are ready to buy should what it is that we do. So I conducted a small to friends in our industry that day; businesses
and click the buy now link, but then you’re product? Does the page look professional? Is be able to make an immediate purchase experiment. While I was meeting with a few that understood what we do and needed to
taken to a cart that you just don’t trust. The the navigation intuitive and are all requisite without further navigation, while those in the people at a local business networking event, explore creating an affiliate program for their
originating landing page may have looked elements included? Are global elements information gathering stage should be able I described my company as a performance companies. Scott Medlock
professional, but the cart does not pass the included and if so for which locals? Is the to read through the product features and marketing company. Someone (thankfully)
security test. page translated? Are localized versions of the once fully informed make a product purchase. asked, “What’s that”? So I gave the following That experiment in self definition occurred
products available? explanation: a couple months ago when several affiliate This would mean that online, TV, cable, radio,
This is an all too familiar situation. If you’re The Shopping Cart tax issues were front and center. This got me and print media would be affected along
the affiliate, imagine the number of sales you Key Elements The final step is to look at the actual cart thinking about how our self definition as
have dropped and the revenue you have lost. Next, look at key elements that are critical to itself. Determine if the cart page is intuitive “Performance affiliates has been hurting us.
with us and that we can stand united to fight
unfair and burdensome taxation.

The quality of a merchant’s shopping


the e-commerce portion of the merchant’s
website. The most important elements for an
and simple to use and if the products are
accurately represented. Walk through the
marketing is where
TV stations regularly air infomercials during We’re all performance marketers. Whether a
cart, and more accurately the quality of affiliate are the product detail pages. Check to purchase process itself – and in some cases advertisers, working the weekend nights on a performance basis. performance marketing affiliate, performance
an e-commerce website, should not be see if each product has a dedicated page and actually make a purchase. The ultimate litmus
overlooked when evaluating which products determine if the page is inviting, professional test is trust – do you trust the cart? through an agency, So do radio, cable, and sometimes even
newspapers will do a hybrid deal (fixed
marketing network, performance marketing
agency, etc. It’s time to redefine ourselves
to promote. and sales focused.
By following these steps, you will be informed
place creatives with fee plus a performance “commission” for as performance marketers to help others
coupons).
As an affiliate, you invest too much time and Notice the page layout and if the product before making your decision to support a publishers who accept understand our businesses, create larger
opportunities with brand advertisers, and to
money to support sub-par merchants and picture, description and call-to-action are merchant and their products.
their products. You should expect merchants located above the fold of the website. Look to payment (generally And why were those performance marketers help mitigate being separated, targeted, and
“left out” of the affiliate tax law proposals? taxed unfairly.
to have a world class e-commerce solution to see if consumers are provided with enough via a neutral tracking And what would happen if we describe our
help convert the clicks you deliver into paying information to make an informed buying George Hansen is the Director of Sales and
customers. decision, such as independent references and Business Development for Digital River network) as a result of industry structure in the terms of the rest of
the advertising and marketing industry? Scott Medlock is the Administrator of the

After all, as an affiliate that’s the core of


user-generated feedback. oneNetworkDirect.
consumer action on the AffSpot Affiliate Forum and Blog
It seems to me (and I am not a lawyer) that
your business. So, before partnering with Product Detail Page Layout advertising instead of an by reclassifying ourselves as performance
a merchant, you should evaluate the Ensure the product detail page layout is
merchant’s e-commerce website. well merchandised, clear and actionable. arbitrary payment based marketers and describing our structure like
the rest of the advertising and marketing

The Merchant’s Home Page


Consumers should be able to scroll through
the featured details for more information
on possible reader/ community, that if and when affiliate tax
legislation is being debated it would be
The first step is to evaluate the merchant’s about the product and again be prompted to viewership”. more difficult to separate us from the larger
home page. Ask yourself if the page is take action. performance marketing industry.

30 | AUGUST 2010 | FEEDFRONT MAGAZINE FEEDFRONT MAGAZINE | AUGUST 2010 | 31


 
!ow do you most o+en .nd out a0out an  What is your preferred method for .nding out informa>on from an 
  affiliate manager?  
affiliate program and then join?  
"wiTer  Video  Affiliate Forum 
 
2.4%  1.9%  0.5% 
 
  Research of  Social Network Site 
  Network  AdverHsing  Blog 
  1.0% 
Offerings  in print  8.1% 
The 2010 Affiliate Summit AffStat  Word of  publicaHons  Phone 
  6.2% 
Report, a compilation of survey date  Mouth  4.6%  1.4% 
Company site 
Personal  1.3% 
  from more than 1,150 affiliates has  Network internal  13.8% 
been published.  This is the eighth  Other  Research  Affiliate  email 
  annual edition of the report.  1.0%  5.7%  directory 
21.4% 
18.3%  Instant Messenger 
  Affiliates were surveyed on their 
2.4% 
methods, preferences, and strategies  Affiliate 
  Google  Forums 
for the 2010 Affiliate Summit AffStat 
18.0%  1.3% 
  Report.  Network area for  Merchant Email 
merchant  41.0% 
  The report features dozens of charts of 
Affiliate 
6.2% 
data, based on the responses from the  Manager 
  participating affiliates on affiliate  blogs 
marketing, social media, search 
5.7%   
  Conferences   
marketing, domains, email, and more.  11.3% 
Affiliate  What is the minimum EPC  What is the highest reversal rate 
     
Also included is an uncensored view 
Affiliate  Affiliate  Manager  (earnings per 100 clicks) for you to  you would accept?  
  into the opinions of affiliates on a  Manager is  Manager is  Contacts    promote an affiliate program? 
variety of other subjects. 
on TwiTer  acHve on  You 
  16.2%  20‐25% 
3.9%  message  Less than 
Affiliates were asked to share any  More than  5.0% 
  complaints, ideas, suggestions or  boards  $5.00  16‐20% 
$30.00  0% 
6.4%  15.0%  6.9% 
opinions they have regarding affiliate  24.2%  9.9% 
 
marketing. 
  Do you prefer network or independent 
The research has been designed to  11‐15% 
  increase awareness and foster best‐ affiliate programs?   5.9% 
practices in the affiliate marketing 
  industry. 

Independent  $5.01 ‐ 
  The full report is currently available to  $10.00 
programs 
download at http://affstat.com.  No  30.8%  6‐10%  1‐5% 
  14.0% 
preference  21.8%  50.5% 
The following are excerpts from the  38.6%  $25.01 ‐ 
 
report.  $30.00 
  5.0%  $15.00 ‐ 
$20.00  $10.01 ‐ 
  Network  $20.01 ‐ 
10.8%  $15.00 
programs  $25.00 
9.2%  5.0% 
  47.4% 
32 | AUGUST 2010 | FEEDFRONT MAGAZINE FEEDFRONT MAGAZINE | AUGUST 2010 | 35
Kim Ann Curtin

Thank You
Affiliate Summit East
2010 Sponsors
Become a DIAMOND SPONSOR

Master
unNetworker
By Kim Ann Curtin
TITANIUM SPONSOR
I did an email intro to an old and new ceremonies or an extrovert. All you magazine. I attended Affiliate Summit
friend after discovering they both lived in have to be is kind and genuine. Be who East last summer for the first time, in
Boston. But my old friend never reached you are – anything else will come off as spite of not being an affiliate marketer.
out. When I asked why, he said he didn’t fake. Mention how challenging it was to Relationships that began then have
want to be stuck “hooking” the guy up with even approach them if it was. When you now turned into friendships as well as
business prospects or be a burden himself. show your vulnerability you will be seen extraordinary business opportunities. Plus
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He’s not alone with this view point remembered as someone “real.” from proven experts on how to be a more
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This is not a hat you can put on just people ask them what it is that they need, trust. Be that first and everyone eventually
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You don’t have to be a master of This last one is why I’m even here in this

34 | AUGUST 2010 | FEEDFRONT MAGAZINE


Affiliate Summit East | 2010 Agenda
Saturday, August 14
Early Registration Search Marketing Campaign Review Innovate! New Exciting Applications of Affiliate Marketing
Location: 2nd Floor Promenade Session 1a Session 1c
Location: Gramercy Suite Location: Sutton Complex (Beekman & North)
Time: 4:00pm – 8:00pm Time: 12:00pm-1:00pm Time: 12:00pm-1:00pm

Come by Saturday evening to pick up your badge and attendee Attendees will apply to have their site and campaigns reviewed Affiliate marketing is increasingly used in new web startups, services
bag so you can enter immediately at noon on Sunday when the before the conference. Our panel of experts in SEO, link building, and applications. Discover the most exciting new ideas that are
show opens! PPC, social, and affiliate will choose 4-5 companies for review. helping to grow and highlight affiliate marketing industry.

Sunday, August 15 Experience level: Intermediate


Target audience: Affiliates/Publishers
Experience level: Advanced
Target audience: Affiliates/Publishers, Merchants/Advertisers,
Booth Setup Meet Market Niche/vertical: Search Marketing Networks
Location: Rhinelander Gallery & Americas Hall 1 Location: Americas Hall 2 Niche/vertical: Innovation
Exhibitor Move In: 8:00am – 6:00pm Time: 12:00pm – 6:00pm • Kate Morris, SEO Consultant, Distilled Consulting (Twitter @
Exhibitor Move In: 9:00am – 12:00pm katemorris) (Moderator) • Joe Stepniewski, Co-Founder, Skimlinks (Twitter @digijoe)
Registration
• Kristy Bolsinger, Social Media Marketing Strategist, (This Session is Open to Gold, Platinum, and Diamond Pass Holders Only)
Location: 2nd Floor Promenade Affiliate Summit kicks off with an extended session of structured, face to face
RealNetworks (Twitter @Kristy)
Time: 8:00am – 6:00pm networking. Merchants will have tables set to meet with affiliates to discuss
their affiliate programs and cut deals. Vendors that cater to affiliates and • Scott Polk, Founder, ScottPolk.com (Twitter @scottpolk)
First Timers Guide for Affiliate Summit merchants will also have tables to share information about their products and
• Carolyn Shelby, Web Experience Manager, United Way of
Location: Gramercy Suite services. Each table is a meeting spot for teaching, learning, closing deals,
Metropolitan Chicago (Twitter @cshel)
Time: 10:00am-11:00am creating partnerships and finding new opportunities.
• Christa Watson, CEO of Awesome, TheChrista.com (Twitter @
Advice for people attending the Affiliate Summit conference ChristaWatson)
for the first time. (This Session is Open to Gold, Platinum, and Diamond Pass Holders Only)
• Shawn Collins, Co-founder, Affiliate Summit (Twitter @
affiliatetip) Fast Track Your Business with Outsourcing
Session 1b
(This Session is Open to all Pass Holders)
Location: Murray Hill Suite
Time: 12:00pm-1:00pm
Blogger Room
Location: Clinton Suite
Learn how outsourcing is the shortcut to online success. 10yr
Time: 12:00pm – 6:00pm
veteran shares proven, low cost strategies and examples you
can copy to significantly reduce the time of building a successful
The Blogger’s Lounge is an area reserved for credentialed
business.
bloggers/press to grab some desk space, blog, interview, relax
and network. Heather Smith will be the BlogMistress of the
Experience level: Beginner, Intermediate
Affiliate Summit Blogger’s Lounge, where she’ll be acting as
Target audience: Affiliates/Publishers
liaison between Affiliate Summit and the press and bloggers
Niche/vertical: Outsourcing
attending the show.
• Heather Smith, Blogger, Beautiful British Columbia
• James Martell, President, Net Guides Publishing Inc. (Twitter
(Twitter @heatherinbc)
@jamesmartell)

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

OCTOBER
36 || AUGUST 2009| FEEDFRONT
2010 | FEEDFRONT MAGAZINE
MAGAZINE
Affiliate Summit East | 2010 Agenda
Podcasting 101 New Lead Generation Models: Social-Mobile-Viral
Simplify the Web to Achieve Your Goals Affiliate Tactics, Opportunities, and Traffic Comparisons
Session 1d Session 2b
Session 3a Session 3d
Location: Sutton Complex (South & Regent) Location: Murray Hill Suite
Location: Gramercy Suite Location: Sutton Complex (South & Regent)
Time: 12:00pm-1:00pm Time: 1:30pm-2:30pm
Time: 3:00pm-4:00pm Time: 3:00pm-4:00pm
In this era of self-publishing, anyone – including you – can produce Lead generation in the new media game. How to turn friends into fans
Content Management Systems (CMS), themes, templates, SEO— Affiliate tactics, opportunities, and traffic comparisons will be
a podcast (and make money doing it!) Come learn the basics of and customers. In this energizing, interactive session, discover how to
AAAAHHHHHH! Initially, it all seems very confusing, but today, we’re discussed in this session.
producing, monetizing, hosting and promoting your very own podcast. drive traffic, leads, and sales in the new media game.
going to simplify the Web and learn what it REALLY takes to dominate.
Experience level: Beginner, Intermediate, Advanced
Experience level: Beginner Experience level: Intermediate
Experience level: Beginner Target audience: Affiliates/Publishers
Target audience: Affiliates/Publishers Target audience: Affiliates/Publishers
Target audience: Affiliates/Publishers Niche/vertical: Targeting
Niche/vertical: Podcasting Niche/vertical: Lead Generation
Niche/vertical: WordPress Themes
• Chris Pearson, Overlord, DIYthemes, LLC (Twitter @pearsonified) • Kim Kaplan, Vice President, Plentyoffish
• Lisa Picarille, Consultant, LisaPicarille.com (Twitter @lisap) • Declan Dunn, CEO, Dunn Direct Media (Twitter @declandunn)
(Moderator) (This Session is Open to Gold, Platinum, and Diamond Pass Holders Only)
(This Session is Open to Gold, Platinum, and Diamond Pass Holders Only)
(This Session is Open to Gold, Platinum, and Diamond Pass Holders Only)
• Daniel M. Clark, Owner, Host, Geek Dads Weekly (Twitter @
danielmclark) More Money, Same Traffic, List Building & Paths
Leveraging Profits Through Social Media Connections Affiliate Summit Newcomer Program Meetup
• Trisha Lyn Fawver, Client Support, For Me To Coupon (Twitter @ Session 3b
Session 2c Location: Gibson Suite
TrishaLyn) Location: Murray Hill Suite
Location: Sutton Complex (Beekman & North) Time: 6:30pm – 7:30pm
Time: 3:00pm-4:00pm
• Joe Magennis, Principal, Baseballisms (Twitter @joemagennis) Time: 1:30pm-2:30pm
(Open to all attendees enrolled in the Affiliate Summit Newcomer Program)
(This Session is Open to Gold, Platinum, and Diamond Pass Holders Only) Want to make more money for the same traffic? Learn about ideas on
Affiliates using social media for advertising alone are missing most of
how to gather data before, increase sales and show multiple offers
the profits.
Leading Advertisers Discuss Their Effective Affiliate Programs after you make the sale.
Session 2a
Experience level: Intermediate, Advanced
Location: Gramercy Suite Experience level: Beginner, Intermediate, Advanced
Target audience: Affiliates/Publishers
Time: 1:30pm-2:30pm Target audience: Affiliates/Publishers
Niche/vertical: Twitter
Niche/vertical: Monetization
Learn from some of the biggest online stores and brands on what
makes their affiliate program successful. Tips, tricks, debate, and • Warren Whitlock, Publisher, BestSellerAuthors.com (Twitter @
discussion on the future of affiliate and performance marketing. • Jason Akatiff, President, Coleadium Inc. dba Ads4Dough (Twitter
WarrenWhitlock)
@smaxor)
Experience level: Intermediate (This Session is Open to Gold, Platinum, and Diamond Pass Holders Only)
(This Session is Open to Gold, Platinum, and Diamond Pass Holders Only)
Target audience: Merchants/Advertisers
Niche/vertical: Affiliate Program Management Supercharging WordPress for SEO
Seven Deadly Sins of Affiliate Marketing 2010
Session 2d
Session 3c
Location: Sutton Complex (South & Regent)
• Steve Schaffer, Founder & CEO, Offers.com (Twitter @ Location: Sutton Complex (Beekman & North)
Time: 1:30pm-2:30pm
SteveSchaffer) (Moderator) Time: 3:00pm-4:00pm

• Courtney Goldstein, Director, Online Card Acquisition,American WordPress provides an excellent foundation for SEO, but there are
A fast paced multi-media presentation on affiliate danger zones
Express many ways to improve it. I’ll present key techniques and powerful
focusing on the latest FTC enforcement priorities and initiatives and
plugins that can supercharge a WordPress site for SEO.
• Darci Grum, Affiliate Marketing Manager, Sears Holding plaintiffs’ targets infused with useful tips and humor.
Company Experience level: Beginner, Intermediate
Experience level: Intermediate
• Chris Symons, Principal, Partnerships and Alliances, Travelocity. Target audience: Affiliates/Publishers
Target audience: Affiliates/Publishers
com Niche/vertical: SEO
Niche/vertical: Legal
(This Session is Open to Gold, Platinum, and Diamond Pass Holders Only) • Jon Henshaw, Co-Creator & Product Manager, Raven Internet
• Bennet Kelley, Founder, Internet Law Center (Twitter @
Marketing Tools (Twitter @RavenJon)
InternetLawCent)
(This Session is Open to Gold, Platinum, and Diamond Pass Holders Only)
(This Session is Open to Gold, Platinum, and Diamond Pass Holders Only)

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Affiliate Summit East | 2010 Agenda

Monday, August 16
Continental Breakfast Master of Your Domain? Luncheon
Location: Americas Hall 2 Session 4c Location: Americas Hall 2
Time: 9:00am-10:00am Link Building Victories and Failures Location: Sutton Complex (Beekman & North) Time: 12:30pm-1:45pm
Session 4a Time: 11:30am-12:30pm
(Breakfast is Open to Platinum and Diamond Pass Holders with Breakfast Location: Gramercy Suite (Lunch is Open to Platinum and Diamond Pass Holders With Lunch Tickets
Tickets Only) Time: 11:30am-12:30pm The basis of business on the internet is your domain name. Buying, Only)
selling, defending, procuring and maximizing domain names is key
Coffee Service Overview of easy and advanced link building opportunities, using aspect of any affiliate marketer. Facebook Advertising From Soup To Nuts
Location: Meal Area everything from the newest tools to complex advanced strategies for Session 5a
Time: 10:00am-12:30pm and 2:00pm-6:00pm building links. Experience level: Intermediate Location: Gramercy Suite
Target audience: Affiliates/Publishers Time: 2:00pm-3:00pm
Registration Experience level: Intermediate Niche/vertical: Domains
Location: 2nd Floor Promenade Target audience: Other Advertising on Facebook is a huge opportunity for affiliate marketers.
Time: 7:30am – 5:00pm Niche/vertical: SEO But most affiliates stop – finding the platform very frustrating to use.
• Gary Kibel, Partner, Davis & Gilbert LLP (Twitter @GaryKibel_law) Come and get the scoop on how it “really” works.
(Moderator)
Blogger Room
• Wil Reynolds, Associate, SEER (Twitter @wilreynolds) Experience level: Beginner, Intermediate
Location: Clinton Suite • Sara Freixa, Brand Protection Manager, Americas, Melbourne IT
Time: 8:30am – 6:00pm DBS Inc Target audience: Affiliates/Publishers, Merchants/Advertisers
(This Session is Open to Platinum and Diamond Pass Holders Only)
Niche/vertical: Facebook
• Peter Marinello, Director, Electronic Retailing Self-Regulation
The Blogger’s Lounge is an area reserved for credentialed bloggers/ Turn Website & Social Media Traffic Into Gold Program
press to grab some desk space, blog, interview, relax and network. Session 4b • Jeremy Schoemaker, Marketer, ShoeMoney Capital INC (Twitter
Heather Smith will be the BlogMistress of the Affiliate Summit Location: Murray Hill Suite (This Session is Open to Platinum and Diamond Pass Holders Only) @shoemoney)
Blogger’s Lounge, where she’ll be acting as liaison between Affiliate Time: 11:30am-12:30pm
Summit and the press and bloggers attending the show. Using Social Media For SEO (This Session is Open to Platinum and Diamond Pass Holders Only)
This presentation will share 10 cutting edge strategies to generate Session 4d
massive website traffic and social media clicks and turn that traffic into Location: Sutton Complex (South & Regent) Avoiding the Google Slap
• Heather Smith, Blogger, Beautiful British Columbia (Twitter @
revenue. Time: 11:30am-12:30pm Session 5b
heatherinbc)
Location: Murray Hill Suite
Experience level: Intermediate If you thought Twitter was just for talking about great BBQ and Time: 2:00pm-3:00pm
Exhibit Hall
Location: Rhinelander Gallery & Americas Hall 1 Target audience: Affiliates/Publishers Facebook was just for making old girlfriends jealous – thing again.
Niche/vertical: Soical Marketing Learn tactics to leverage social media to boost your rank on Google. Panel discussion with key executives from Google and ClickBank on
Time: 10:00am – 5:00pm
landing page quality scores and ad quality guidelines.

(Exhibitors may set up beginning at 9:00am.) Experience level: Beginner, Intermediate, Advanced
• Jay Berkowitz, Internet Nursery School Professor and CEO, Ten Experience level: Intermediate
Target audience: Affiliates/Publishers, Networks
Golden Rules (Twitter @JayBerkowitz) Target audience: Affiliates/Publishers, Merchants/Advertisers
Opening Remarks & Keynote Niche/vertical: SEO
Niche/vertical: Google
Location: Grand Ballroom Suite (This Session is Open to Platinum and Diamond Pass Holders Only)
Time: 9:45am – 10:45am • Josh Ziering, Owner, Full Speed SEO (Twitter @JoshuaZiering)
• Dush Ramachandran, Vice President – Sales & Business
(This Session is Open to Platinum and Diamond Pass Holders Only) Development, ClickBank (Twitter @DushR)
• Jim Kukral, CEO, JimKukral.com (Twitter @jimkukral)
• Frederick Vallaeys, AdWords Evangelist, Google (Twitter @
• Frank Luntz, Political Consultant, Pollster, and Author Affiliate Showcase
siliconvallaeys)
Location: American Hall 2
(This Session is Open to All Pass Holders) Time: 11:30am-12:30pm (This Session is Open to Platinum and Diamond Pass Holders Only)

Affiliate Showcase will be an opportunity for affiliates to preside over


tables where merchants and networks can visit with them to discuss
working together.

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

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Affiliate Summit East | 2010 Agenda
Social Media Marketing for Affiliates SEO Site Review/Clinic Why Q4 is the Year Long Season Ask the Experts
Session 5c Session 6a Session 6c Location: American Hall 2
Location: Sutton Complex (Beekman & North) Location: Gramercy Suite Location: Sutton Complex (Beekman & North) Time: 5:00 pm-6:00pm
Time: 2:00pm-3:00pm Time: 3:30pm-4:30pm Time: 3:30pm-4:30pm
Ask the Experts will be an opportunity for merchants, networks and
Session will touch on three main aspects to social media marketing: Live Q&A, site audits and suggestions on how to help the internal Think Q4 planning begins in Q2 or Q3? Think again. Really executing affiliates to ask questions about various specialties and issues.
how it works, content, and managing the process to create and run site structure, as well as ideas how to build a better site for organic on the crucial holiday season means planning all year long. Hand picked experts will handle topics in their specialty, and conduct
your campaigns. rankings. Experience level: Intermediate chats, answer questions and share opinions during this networking
Target audience: Affiliates/Publishers, Merchants/Advertisers and education session.
Experience level: Intermediate Experience level: Intermediate Niche/vertical: Retail
Target audience: Affiliates/Publishers Target audience: Merchants/Advertisers
• Affiliate Program Case Studies: Strategies and Practices: Melanie
Niche/vertical: Social Media Niche/vertical: SEO
• Kim Riedell, Vice President, Client Development, Commission Seery, President, Affiliate Advocacy LLC (Twitter @Mellies)
Junction, a ValueClick Company (Twitter @CJnetwork)
• Are You Kidding Me? Merchant Mistakes: Adam Riemer,
• Brent Csutoras, Social Media Consultant, Brent Csutoras, Inc • Rae Hoffman, CEO, Outspoken Media (Twitter @sugarrae)
(This Session is Open to Platinum and Diamond Pass Holders Only) President, Adam Riemer Marketing, LLC (Twitter @rollerblader)
(Twitter @brentcsutoras) (Moderator) (Moderator)
• Beyond Business Cards: Jen Goode, Doodler in Charge, JGoode
• Kevin Henrikson, Technical Director, Henrikson Media (Twitter @ • Greg Boser, President, 3 Dog Media, LLC (Twitter @GregBoser) Affiliate Marketing in a Digital World Designs (Twitter @jgoode)
kevinhenrikson) Session 6d
• Michael Gray, President, Atlas Web (Twitter @graywolf )
Location: Sutton Complex (South & Regent) • Effective Affiliate Payments: Alex Mifsud, CEO, EntroPay (Twitter
• Muhammad Saleem, Director of Social Media Strategy, Tribune
(This Session is Open to Platinum and Diamond Pass Holders Only) Time: 3:30pm-4:30pm @entropay)
Media Group (Twitter @msaleem)
• Explode Your Traffic With Content Marketing: Michael
(This Session is Open to Platinum and Diamond Pass Holders Only) Crowdsource Your Success Affiliate marketers face challenges making money on lower priced Pomposello, Account Executive, Content Written (Twitter @
Session 6b items such as MP3’s and eBooks. We’ll present best practices and some pwebbiz)
Android Affiliate Mobile Marketing Location: Murray Hill Suite tips and tricks that work.
Session 5d Time: 3:30pm-4:30pm • How to Avoid Becoming a Regulatory: Linda Goldstein, Partner,
Location: Sutton Complex (South & Regent) Manatt, Phelps & Phillips, LLP
Experience level: Beginner
Time: 2:00pm-3:00pm Discussion about how to utilize various crowdsourcing tools Target audience: Affiliates/Publishers • How To Outsource Your Boring Tasks Overseas: John Hasson,
and resources as an affiliate marketer and merchant to improve Niche/vertical: Digital President, JAH Media, LLC (Twitter @JohnHasson)
How best to integrate your affiliate program for the mobile web & conversions and improve revenue.
• Listing Building Playbook: Brian Evans, Internet Marketing
applications along with mobile advertising & marketing options for all
• Zahid Khan, Senior Product Manager, Amazon.com (Twitter @ Entrepreneur, DailyConversions.com (Twitter @dailyconversion)
devices including the fastest growing mobile platform, Android. Experience level: Intermediate
AmazonAssociate)
Target audience: Affiliates/Publishers • Long Term Facebook Strategies: Keith Posehn, President, Zorz
Experience level: Intermediate Niche/vertical: Marketing (This Session is Open to Platinum and Diamond Pass Holders Only) LLC (Twitter @zorzllc)
Target audience: Affiliates/Publishers
• The New Frontier for Infommercials: Affiliate Marketing!:
Niche/vertical: Mobile Marketing/SEO
• Matt Mickiewicz, Co-Founder, 99designs, Flippa & SitePoint Rebecca Madigan, Executive Director, Performance Marketing
(Twitter @sitepointmatt) Association (Twitter @pmassociation)
• Michael Martin, Owner, Mobile Martin (Twitter @googleandblog)
(This Session is Open to Platinum and Diamond Pass Holders Only) • The Pay-Per-Call Opportunity: Jason Spievak, CEO, RingRevenue,
(This Session is Open to Platinum and Diamond Pass Holders Only) Inc. (Twitter @ringrevenue)
• Pay Per View Traffic and Techniques: Kris Trujillo, Owner, F5 Ads,
Vertical Exchange LLC (Twitter @Cashtactics)
Location: American Hall 2
Time: 2:00pm-3:00pm • So I Sinned, Now What?! – Tom Cohn, Of Counsel, Venable LLP
• Using APIs to Maximize Affiliate Opportunities: Christopher
Vertical Exchange will be an opportunity for affiliates, merchants and Calvi, Business Development Executive, Adknowledge (Twitter @
networks to find one another by vertical to network and work our politivi)
deals.
• WordPress Plugins: Julia Barrett, Director, Affiliate Marketing,
(This Session is Open to Gold, Platinum, and Diamond Pass Holders Only) Shopzilla, Inc. (Twitter @szpublisher)

(This Session is Open to All Pass Holders)

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Affiliate Summit East | 2010 Agenda
Tuesday, August 17
Continental Breakfast Uncovering Advanced Paid Search Strategies How to Eliminate Affiliate Fraud 100% The Info Product Co-Creation Formula
Location: Americas Hall 2 Session 7a Session 7d Session 8b
Time: 9:00am-10:00am Location: Gramercy Suite Location: Sutton Complex (South & Regent) Location: Murray Hill Suite
(Breakfast is Open to Platinum and Diamond Pass Holders with Breakfast Time: 11:30am-11:50am Time: 11:30am-11:50am Time: 12:10pm-12:30pm
Tickets Only)
Allen will provide a checklist of qualities advertisers should look for in Step-by-step detailed review of proven techniques and technologies In this presentation I reveal the simple, step-by-step formula that my
Coffee Service search partners to bring PPC campaigns to the next level, including to eliminate affiliate fraud. clients and I use to transform our lists’ inquiries and comments into
Location: Meal Area traffic quality, targeting and tracking, and service. best-selling information products .
Time: 10:00am-12:30pm and 2:00pm-6:00pm Experience level: Advanced Experience level: Beginner, Intermediate, Advanced
Target audience: Merchants/Advertisers Target audience: Affiliates/Publishers, Merchants/Advertisers, Experience level: Intermediate
Registration Niche/vertical: Search Advertising Networks, Other Target audience: Affiliates/Publishers
Location: 2nd Floor Promenade Niche/vertical: FTC Niche/vertical: Information Products
• Allen Hammock, Director, LookSmart (Twitter @brainvat)
Time: 8:00am – 3:00pm
(This Session is Open to Platinum and Diamond Pass Holders Only) • Rey Pasinli, Executive Director, Total Apps, Inc. (Twitter @ • Clay Collins, CEO, The Interactive Offer and Business Idea
Blogger Room TotalApps) (Twitter @ClayCollins)
Location: Clinton Suite How to Turbocharge Your Business
Time: 8:30am – 4:00pm Session 7b (This Session is Open to Platinum and Diamond Pass Holders Only) (This Session is Open to Platinum and Diamond Pass Holders Only)
Location: Murray Hill Suite
The Blogger’s Lounge is an area reserved for credentialed bloggers/ Time: 11:30am-11:50am Affiliate Freakonomics: Market Quirks at Work Implementing a Successful Coupon Strategy
press to grab some desk space, blog, interview, relax and network. Session 8a Session 8c
Heather Smith will be the BlogMistress of the Affiliate Summit To be successful without burning out, you need to work smart. I’ll Location: Gramercy Suite Location: Sutton Complex (Beekman & North)
Blogger’s Lounge, where she’ll be acting as liaison between Affiliate show you how to find time, focus like a laser, boost your energy & Time: 12:10pm-12:30pm Time: 12:10pm-12:30pm
Summit and the press and bloggers attending the show. distraction-proof yourself against the inevitable time gremlins.
Experience level: Beginner A look at click data uncovering the quirks of the affiliate market Learn how to effectively implement a successful coupon strategy into
Target audience: Affiliates/Publishers preventing most publishers from optimizing revenue — and how your business and increase sales, profits and conversion by using sole
• Heather Smith, Blogger, Beautiful British Columbia (Twitter @
Niche/vertical: Productivity technology can make things right again. affiliate ownership, branded coupon keywords and more.
heatherinbc)
Experience level: Beginner, Intermediate, Advanced Experience level: Intermediate
Exhibit Hall • Aaron Dragushan, Founder, Upgrade Me (Twitter @dragushan)
Target audience: Affiliates/Publishers, Networks Target audience: Merchants/Advertisers
Location: Rhinelander Gallery & Americas Hall 1
(This Session is Open to Platinum and Diamond Pass Holders Only) Niche/vertical: Optimization Niche/vertical: Coupons
Time: 10:00am – 4:00pm
(Exhibitors may set up beginning at 9:00am.)
Curation. Can You Filter Free Content? • Oliver Roup, CEO, VigLink (Twitter @oroup) • Travis Cox, eCommerce Manager, ICON Health & Fitness
Session 7c
Opening Remarks & Keynote
Location: Sutton Complex (Beekman & North) (This Session is Open to Platinum and Diamond Pass Holders Only) (This Session is Open to Platinum and Diamond Pass Holders Only)
Location: Grand Ballroom Suite
Time: 11:30am-11:50am
Time: 10:00am – 11:15am
Processes for Building Profitable Affiliate Websites
Curation is the hottest word in web content today. Can you harness Session 8d
• Shawn Collins, Co-Founder, Affiliate Summit (Twitter @ the power of Web aggregation and curation to increase page views, Location: Sutton Complex (South & Regent)
affiliatetip) return visits, conversions, and sales. Time: 12:10pm-12:30pm
• Jim Kukral, CEO, JimKukral.com (Twitter @jimkukral)
Experience level: Intermediate This session will explain how to navigate from a website concept to a
(This Session is Open to All Pass Holders) Target audience: Affiliates/Publishers live and profitable business earning revenue from affiliate offers.
Niche/vertical: Curation
Experience level: Intermediate, Advanced
Target audience: Affiliates/Publishers
• Steve Rosenbaum, CEO, Magnify.net (Twitter @magnify)
Niche/vertical: Site Building
(This Session is Open to Platinum and Diamond Pass Holders Only)
• Ryan Wilson, SVP, Intela (Twitter @aremdubya)

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

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Affiliate Summit East | 2010 Agenda

Luncheon Turn Small Changes Into Huge Business Results


Location: Americas Hall 2 Session 9c
Time: 12:30pm-1:45pm Location: Sutton Complex (Beekman & North)
Time: 2:00pm-3:00pm
(Lunch is Open to Platinum and Diamond Pass Holders With Lunch Tickets
Only) How to transform your business and skyrocket your profits by using
the law of compounding and proven, easy to implement, incredibly
Affiliate Platforming: How to Attract & Retain Audiences effective business strategies from my Blueprints to Profits Program.
Session 9a
Location: Gramercy Suite Experience level: Beginner, Intermediate, Advanced
Time: 2:00pm-3:00pm Target audience: Affiliates/Publishers
Niche/vertical: Business Owners
Affiliate marketing is a whole new ball game. The problem is there are
so many tools, which ones should you use and how? This session looks
at best platforms in both social media and viral marketing. • Paul Lemberg, CEO, Lemberg + Company (Twitter @paul_
lemberg)
Experience level: Beginner, Intermediate, Advanced
(This Session is Open to Platinum and Diamond Pass Holders Only)
Target audience: Affiliates/Publishers, Merchants/Advertisers
Niche/vertical: Audiences
Strategies for Marketing to Women
Session 9d
• Scott Stratten, UnPresident, UnMarketing (Twitter @ Location: Sutton Complex (South & Regent)
UnMarketing) Time: 2:00pm-3:00pm

(This Session is Open to Platinum and Diamond Pass Holders Only) 3 out of 4 women identify themselves as the primary shoppers
for their households. We will discuss marketing to women from a
How Bloggers Can Successfully Connect with Audiences merchant, OPM, and affiliate viewpoint.
Session 9b
Location: Murray Hill Suite Experience level: Beginner, Intermediate, Advanced
Time: 2:00pm-3:00pm Target audience: Affiliates/Publishers, Merchants/Advertisers
Niche/vertical: Marketing
Advice and tips for bloggers to increase their success in connect with
audiences and at the same time making them more appealing to
advertisers and increase revenue. • Kim Salvino, Sr. Account Manager & Affiliate Evangelist, buy.at
(Twitter @Kim_Salvino) (Moderator)
Experience level: Intermediate • Tricia Meyer, Owner, Sunshine Rewards (Twitter @sunshinetricia)
Target audience: Affiliates/Publishers
Niche/vertical: Blogging • Kristin Kinsey, President/CEO, MadHatter Consulting, Inc. (Twitter
@kc)

• Kristopher B. Jones, Founder & President, KrisJones.com (Twitter • Laura Parvey-Connors, MomGeek/Media Designer, Vanns and
@krisjonescom) (Moderator) Mamalode (Twitter @laurapconnors)

• Drew Bennett, Blogger/Photographer, BenSpark.com (Twitter @ (This Session is Open to Platinum and Diamond Pass Holders Only)
BenSpark)
Closing Session
• Tim Jones, Co-Owner, Destinations To Explore, Inc. (Twitter @
Location: Sutton Complex (Beekman & North)
TheRealTimJones)
Time: 3:15pm-4:15pm
• Murray Newlands, Co-Founder, Influence People (Twitter @
murraynewlands) (This Session is Open to All Pass Holders)

• Eric Schechter, Social Media Manager, Clickbooth (Twitter @


EricSchechter)

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


Keynote Bio

Frank Luntz Speaker Bios


Frank Luntz is one of the most honored communication
professionals in America today. Time magazine named
him one of “50 of America’s most promising leaders aged
40 and under” and he is the “hottest pollster” in America
according to The Boston Globe. Frank was named one of
the four “Top Research Minds” by Business Week and was
the winner of the coveted Washington Post “Crystal Ball”
award for being the most accurate pundit in 1992. Public
Television’s Bill Moyers had this to say about Frank: “He’s
a magician with a gift for the politics of words and what
words best connect with the hearts and minds of the
public”. Said comedian Al Franken: “Asking Frank Luntz if
he understands public opinion is like asking Julia Child if
she knows how to make a souffle.”

Dr. Luntz has written, supervised, and conducted more


than 1,500 surveys, focus groups and dial sessions in
over two dozen countries and four continents over the
past decade. Frank has become the go-to consultant
when Fortune 100 companies need communication
and language guidance, from General Motors to Federal
Express, Disney to American Express, from AT&T to Pfizer,
from Kroger supermarkets to McDonalds and the entire
soft drink and motion picture industry, as well as the
U.S. Chamber of Commerce, the National Association of
Manufacturers and the Business Roundtable.

The “Instant Response” focus group technique pioneered


by Frank was profiled on 60 Minutes. He has also been
a guest on Meet the Press, Nightline, The Today Show,
The NewsHour with Jim Lehrer, Good Morning America,
Hannity and Colmes, Charlie Rose, Real Time with Bill
Maher, and Hardball with Chris Matthews. He also served
as a consultant to the award-winning NBC hit show “The
West Wing.”

More media outlets have turned to Dr. Luntz to


understand the hopes and fears of Americans than to any Keynote Bio
other political pollster. In the 2000 election cycle, Frank
conducted almost two-dozen focus groups for MSNBC
and CNBC, including live sessions following each night
of both party conventions and presidential debates. His
reoccurring segments on MSNBC/CNBC, “100 Days, and
Jim Kukral
1000 Voices” won the coveted Emmy Award in 2001. He For almost 15-years, Jim Kukral has helped small businesses and large companies like Fedex, Sherwin Williams, Ernst & Young
was a primary night and election night commentator for
and Progressive Auto Insurance understand how to build successful new online businesses or energize and refresh existing
The News with Brian Williams on MSNBC in 2000 and for
Hardball in 2004. Frank was the first and most vociferous ones. A graduate of The University of Akron with a BA in Public Relations and a minor in Sales & Marketing, Jim has spent time
public opinion expert to predict the GOP’s demise in the working with publicly traded firms and small businesses alike. Jim’s work and experience in the Internet marketing industry has
2006 congressional elections. Frank has conducted focus
group sessions for all three major television networks, two branded him as a leading thinker and thought-leader in the community. He currently serves as a Certified Adjunct Professor for
of the three cable news channels, PBS and the BBC. He has The University of San Francisco online where he teaches thousands of students how to harness the power of online marketing.
also conducted focus groups for The Wall Street Journal,
Newsweek, The New Yorker, and U.S. News & World Report. Jim is also the author of two new books to be published by Wiley Press. The first, called “Attention! This Book Will Make You
Money”, will be in bookstores in August 2010. The second book, called “The Ultimate Pitch”, is scheduled to be released in 2011.
Frank is the author of the much acclaimed Words that
Work: It’s Not What You Say, It’s What People Hear. The Today, Jim manages a successful Web business consulting firm (http://www.thebizwebcoach.com) where he helps businesses
book delves deeply into the art and science of language
find ways to skyrocket their sales, leads and publicity through the power of online marketing. You can find out about all of Jim’s
creation, examining how the simple choice of words can
change the course of history. work and projects by visiting http://www.jimkukral.com.
Affiliate Summit East 2010 Speakers
Speaker Bios

Jason Akatiff Jay Berkowitz Daniel M. Clark Brent Csutoras


Jason Akatiff AKA Smaxor got started in this industry 6 years ago after Jay Berkowitz is a dynamic marketing professional. He’s managed Daniel M. Clark has been a resident of the Internet since 1992. He Brent Csutoras is a seasoned Internet Marketing Consultant who
buying a bizopp software package on Black Hat SEO. But it wasn’t marketing departments for Fortune 500 brands: Sprint, Coca-Cola, either is or has been: a t-shirt designer, an art reviewer, a system primarily specializes in Social Media, Viral Linkbait and Search Engine
what was in the package that was the springboard for him into the McDonald’s and eDiets.com. Mr. Berkowitz is the Author of “Ten administrator, a video game designer and programmer, a blogger, an Marketing strategies. Known for his work on Weird Asia News, a
industry, rather, it was what was lacking. He quickly realized that Golden Rules of Online Marketing”, host of the Award-Winning affiliate marketer, a podcaster, a space cowboy, and a gangster of love. popular website serving a growing audience of around a million
the majority of prepackaged software lacked the content & systems Ten Golden Rules of Internet Marketing Podcast and CEO of www. Mostly what Daniel is right now is a work-at-home Dad, raising two unique visitors a month, Brent has built a reputation as a Social Media
needed in order to get to the next level, so he created his own! He self TenGoldenRules.com, an internet marketing consulting agency that kids, ages 4 and 1 with his wife, Angela. Daniel’s podcast is Geek Dads expert. Brent speaks regularly at some of the largest and well known
taught himself PHP in order to build out his own cutting edge systems helps companies get more traffic to their websites and convert that Weekly – www.geekdadsweekly.com – a one hour show that he does conferences, such as SMX, Pubcon, SES, and InfoPresse. He has also
and fill the void he saw in the space. Over the next few months, he traffic to sales with a focus on improving profit. Mr. Berkowitz is the with his partner, Joe Magennis. been mentioned in Forbes.com, interviewed forEntrepreneur.com, and
began assembling and training a team around him to build economies Founder of www.InternetMarketingClub.Org, Past President of the was recently recognized as one of the Top 25 Most Influential Online
of scale and help lessen the work burden. With this new found time, he American Marketing Association South Florida and a Founding Board Thomas A. Cohn Marketers of 2008. Brent has made guest appearances discussing the
quickly and aggressively moved into large scale media buying with his Member of SFIMA, the South Florida Interactive Marketing Association. Tom Cohn, of counsel to the law firm of Venable LLP, is a former FTC arts of Social Media and the impacts it has on Search Engine Marking
primary focus being in the CPA space. Today Jason owns and operates Mr. Berkowitz is a popular presenter at conferences and events such attorney [17+ years, NY regional director] representing a variety of on highly popular internet marketing radio shows such as Good
Ads4Dough CPA Network, manages the internal media buying team, as Affiliate Summit, eBay Live, Ad-Tech, The American Marketing online and offline advertisers and marketers, including affiliates, Karma, Rush Hour, and Webmaster on the Roof. Most recently, Brent
continues to run both online and offline marketing campaigns, and is Association, Search Engine Strategies, and the CEO Executive Forum. merchants and ad networks. He has spoken at Affiliate Summit West, was named a Senior Editor for Social Media in the SEM Journal and
building out quite a bit of technology. He is the recipient of the PR Star Award and a SOFIE Award. ad:tech SF, Meetup202NYC and numerous advertising law workshops awarded a SEMMY.
and conferences sponsored by Promotion Marketing Association,
Julia Barrett Kristy Bolsinger Interactive Advertising Bureau, Direct Marketing Association and many Aaron Dragushan
Julia Barrett is the Director of Affiliate Marketing at Shopzilla, Inc., Kristy Bolsinger is currently employed as a Social Media Marketing others. Tom counsels advertisers, online marketers, media companies, Aaron Dragushan is the founder of UpgradeMe.org, a community of
managing the Shopzilla Publisher Program. Having started with the Strategist with RealNetworks in Seattle, WA. Prior to her time at ad agencies and production companies on advertising, marketing online entrepreneurs who are strapping on booster rockets to take
Shopzilla Publisher Program as project manager, leading through its RealNetworks Kristy was working as a Social Media Marketing and promotion matters, and represents them in connection with themselves and their businesses to the next level with a fresh new
beta launch, Julia has gradually assumed responsibility of all aspects of Consultant and completing her MBA at Willamette University. She state and federal litigation and investigations, as well as before the approach to work. Aaron funded his first company with credit cards 12
the program. She has overseen the design, development and launch maintains a social media blog and can also be found on Twitter, National Advertising Division and other self-regulatory organizations. years ago. It has grown to serve clients such as Reader’s Digest, CNBC
of many affiliate marketing products, including the release of the Facebook and LinkedIn. He is a member of the Committee on Consumer Affairs of the New and Crest and been featured in the Wall Street Journal, PC Magazine
program’s more robust Catalog API in 2009, and the recent release of a York City Bar and the Food, Drug & Cosmetic Section of the New York and the BBC News. Aaron’s businesses now run on auto-pilot, and he
content suite catering to Shopzilla’s beso.com property. Instrumental Greg Boser State Bar Association, and he is admitted to the bar in New York and takes time off to play with his kids whenever they’ll put up with him.
in implementing operational process throughout the program, she has Greg Boser (aka WebGuerrilla) is an internet marketing consultant Massachusetts.
built a team committed to providing personal, open communication who has specialized in search engine optimization since 1996. Having Declan Dunn
with their publishers. Julia has been with Shopzilla four years, starting served as President of WebGuerrilla, LLC for over 10 years, Greg has Clay Collins Declan Dunn is CEO of DunnDirectMedia, a pioneer of affiliate
as a business analyst within Content Operations. Prior to Shopzilla, now launched 3 Dog Media, a new full service internet marketing Clay Collins is the creator of Project Mojave, a high end internet programs, and also the founder of one of the first social networks
Julia worked for Bear Stearns. Though she misses Wall Street, she is company that supports more client needs than traditional SEO. 3 marketing membership site with hundreds of members. Clay is known dedicated to education in 1995, recognized by Adobe in 2009 for the
quite happy managing shopping content distribution. Dog Media provides a fresh look at how to maximize Web 2.0 in any for repeatedly helping entrepreneurs ENSURE the massive success Social Impact in Media Award. This combination of social community
vertical, while grasping every SEO opportunity. Greg Boser has been of their products before they spend a dime on product creation or building, affiliate marketing, and business savvy is what Declan
Drew Bennett quoted in Newsweek, WSJ, as well as having been a former moderator promotion. Clay grew up with his grandparents on a citrus farm in delivers as a New Media publisher. He is an innovator and inventor of
Drew Bennett is a Husband, Father, Blog Consultant, Photographer, for WMW. You may also recognize Greg from his weekly radio show rural southern California and now lives in Minnesota where he spends breakthrough marketing strategies for over 15 years on the Internet.
Traveler, Wired Kayaker and Transformers Fan. He has taken a Photo- “SEO Rockstars” on WebmasterRadio.FM. Greg has been speaking in much of his time backpacking, bouldering, and trying to suck less at Dunn Direct Media is the 21st century form of direct marketing. Direct
A-Day for 5 straight years. He blogs about his photos and his life the conference circuit since 1999. 3 Dog Media specializes in SEO, rock climbing. media means using audio, video, and traditional direct marketing to
at BenSpark.com. BenSpark.com is a personal blog where Drew SMM, Reputation Management and Wordpress Development. generate leads and sales. Creating copy that makes it easy for people
builds community with his readers through conversation, contests Travis Cox to get to know your company, then guiding them through your own
and compelling content. Drew also builds community through his Christopher Calvi Travis Cox has been in the internet marketing field for almost five sales process developed to build trust and create repeatable, monthly
newsletters Behind The Lens where he offers his photography tips Christopher Calvi is part Jabberwocky, part business development years. He started his career at Overstock.com, where he ran the paid- revenue. You will get his findings live, and will be able to apply them
and Personal Branding Bootcamp. Drew is constantly looking for executive at Adknowledge, the largest privately owned ad network search, natural-search and email programs and helped with affiliates directly to what you are doing now.
opportunities to expand his brand. You’ll often find him at industry on the Internet. With years of experience managing, selling, and using for the auction site. After his time with Overstock, he joined ICON
conferences and tradeshows. APIs, Christopher brings a diversified perspective to his work and is Health & Fitness, the largest fitness equipment manufacturer in the
excited to be discussing the joys of RESTful web services at Affiliate world. As e-commerce manager, Travis manages the Affiliate and SEO
Summit. At Adknowledge, Christopher works closely with publishers programs and oversees all international Direct Response business.
on all breeds of feed implementation including mobile, toolbar, and Currently the number-one fitness affiliate, ICON runs a Direct Response
web content. Prior to Adknowledge, Christopher held a variety of business for more than eight websites, including NordicTrack,
positions at Shopzilla and worked on several political campaigns. He ProForm, Healthrider and Weider. ICON’s affiliate program is ranked in
holds a B.S. in Public Policy from Georgia Tech and lives in New York the top 90, and during its busy season, it is one of the top 40 in the CJ
City with his wife, Katie. You can read his blog at http://www.politivi. network. In November 2009, ICON implemented a successful coupon
com/ and follow him on Twitter @politivi. strategy that helped increase sales by 18 percent and conversion by
more than 10 percent.

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Speaker Bios

Brian Evans Courtney Goldstein Darci Grum


Brian Evans is a young and successful Internet Marketing Entrepreneur. For the past seven years, Courtney has worked in a variety of Darci Grum is the Affiliate Manager for Sears.com, Sears ranks No. 7 Jon Henshaw
He blogs at DailyConversions.com, which is a blog geared at a variety Acquisition and Product Management roles at American Express. Most in the Internet Retailer Top 500 Guide and is the second largest mass Jon Henshaw is a veteran of Internet Marketing and Web Design. He
of internet marketing topics to give readers as many “ah-ha” moments recently, as Director of Online Card Acquisition, she has developed merchant online, after Amazon.com. In her role she is responsible started his first company in 1996, and has worked with numerous
as possible. He runs a highly successful internet marketing and list strategies to understand, attract, and engage top consumers and for overseeing all revenue generated from affiliate relationships as startup companies and corporations. In 2007, Mr. Henshaw co-
building coaching program at ListPlaybook.com. Brian is also a highly small business owners through marketing channels that include well as maintaining and building strategic partnerships. Darci joined founded Raven Internet Marketing Tools. Raven provides a suite of
sought out consultant, managing projects, running traffic, building Affiliate, Display Media, and Paid Search. Specifically for the Affiliate Sears in 2007 from her position at Discover Financial Services where tools that allows Internet marketers to research, manage, monitor,
lists and generating leads/sales for some of the biggest names in the channel, Courtney works closely with her affiliate partners to identify she also managed affiliate marketing. Darci resides in Chicago with and report on all aspects of their campaigns. Raven has become an
business. He attributes his success to his constant studying of human appropriate capabilities to target future best customers, design her husband and new son. In her spare time, Darci enjoys running, industry standard for agencies, in-house marketing departments, and
behavior in addition to always finding ways to build relationships with optimal marketing language for Charge and Credit Card products, and traveling and spending time with family and friends. Internet marketing professionals around the world. Mr. Henshaw is
web surfers and his readers. Brian invites anyone reading this to email ensure that card members have an optimal acquisition experience. regarded as an expert in the Internet marketing industry, has written
him at brian@dailyconversions.com, if you need some quick questions Courtney holds a BS from The Wharton School and an MBA from Allen Hammock extensively about Internet marketing, and speaks often at industry
answered about list building or internet marketing. He can’t guarantee Columbia University. Allen Hammock, a 15 year veteran of the online advertising industry, conferences. He’s been quoted and mentioned on Monster.com,
an immediate response since he’s busy consulting, blogging and has served LookSmart in various sales, marketing and technical roles Website Magazine, Houston Chronicle, CNET News, and Search Engine
coaching students but will respond as soon as he can with some free Linda Goldstein since 2004. In his current position as Director of Technical Sales, Journal. He also developed and taught Internet marketing courses
advice. Linda Goldstein is widely recognized as one of the leading advertising Allen acts as an educator and evangelist for the company, teaching for the University of San Francisco, and been the guest speaker at
lawyers in the country. She is Chair of the Promotion Marketing customers and partners about LookSmart’s unique approach to search universities, including Vanderbilt’s prestigious Owen Graduate School
Trisha Lyn Fawver Association’s Legal and RegulatoryAffairs Committee and former advertising. Allen is an active public speaker, and has published several of Management.
Trisha burst onto the affiliate marketing scene in 2006 with no Chairperson of the Board of the Electronic Retailing Association. Linda articles on performance marketing, most recently “Search Marketing: A
shortage of enthusiasm. Quickly turning her passionate desire to represents clients in every sector of the advertising and marketing Portfolio Approach” in Online Strategies magazine. Rae Hoffman
learn into actionable items and real results, she has managed various industry in advertising, intellectual property, and digital media Eight years ago Rae started a small website about her son and
affiliate programs, from lead gen to retail, B2B and B2C, both in- matters. Her practice includes review of advertising campaigns John Hasson his medical condition that became one of the first international
house and with industry-leading outsourced program management for legal compliance on behalf of brand marketers and agencies, John Hasson works from home– usually in whatever he slept in. He support groups and largest website in general on the topic. It earned
agencies. Trisha currently works with For Me To Coupon, an automated representing clients in false advertising cases, and negotiating and stated out as a programmer (programming and designing databases, national media coverage and helped further medical research in
affiliate coupon feed, managing projects, running social media, drafting a wide range of industry-governing agreements. web applications and 32 bit apps for 15+ years) before he fell into the field. Investigating ways to support that site, she found affiliate
and assisting clients. Trisha co-hosts a podcast on the GeekCast.fm affiliate marketing. He has written shareware applications (one was marketing and became one of the most well known voices in the
network, Affiliate Marketing Fanatics, with Mike Buechele. Blogging
about marketing and social media at TrishaLyn.com has set her apart
Jen Goode mentioned in Wired), GIS mapping systems, accounting systems and affiliate landscape and organic search engine optimization. Today,
Jen Goode is a multitasking entrepreneur. She is a work-at-home of course websites. John has been doing affiliate marketing since her current area of research is site auditing and advanced organic
from the pack and allowed her to gain insight and expertise within the mid 2006. He got lucky his first month and posted a decent profit. link development techniques relating to all of the major engines. Ms.
mom of three, artist, social media enthusiast and “doodler in charge”
dynamic industry of affiliate marketing. His third month, he lost money. Every month since then has been Hoffman is the Principal of Sugarrae SEO Consulting. She also owns
of JGoodeDesigns.com. She offers her illustration and design work
for art licensing to manufacturers and retailers and also promotes profitable. Around late 2008 he started to really focus on outsourcing numerous successful personal websites on a wide range of topics.
Sara Freixa her designs as a merchant through various print-on-demand affiliate his daily tasks to the Philippines. — “They just got so boring to me
Sara was born in Barcelona. She graduated with a law degree from (not the Philippines, the tasks.)” Currently he has plans to launch an
Abat Oliba before obtaining a Master Degree in New Technologies
programs. Jen is an active affiliate in the Performance Marketing
outsourcing service for others to hire people in the Philippines using
Kristopher B. Jones
industry, the Affiliate Summit Newcomer Program Coordinator and has Kristopher B. Jones is well-known throughout the search-engine and
law in ESADE. She worked with J. Isern Patentes y Marcas, SL a Spanish been proactive in the fight against the Ad-Tax in Colorado. Jen writes his same methods for training and outsourcing.
affiliate marketing community as a true pioneer and leading voice on
trademark agency where she gained valuable experience in all aspects as the Denver work-at-home mom at Examiner.com and is a member trends and strategies for effective online marketing. An accomplished
of domain name work including recoveries via acquisition and filing
UDRPs. In 2005 Sara moved to New York to join the law firm Arrufat
of the PMA, COMA and CHA, the Craft and Hobby Association. Kevin Henrikson best-selling author (www.amazon.com/pepperjam), Kristopher is the
Kevin Henrikson has 11 years’ experience in technologist and former President of Pepperjam Network, a next generation affiliate
Gracia, PLLC based in Manhattan. There, Sara gained extensive insight
into the world of American and Spanish Trade Mark law as well as in
Michael Gray management positions at Silicon Valley Internet startups and public network recently acquired by GSI Commerce (NASDAQ – GSIC). Under
Michael Gray has worked in the internet world since 1998, when he companies including Yahoo and Openwave. He is a frequent speaker Kris’ leadership Pepperjam, the company he founded in 1999, was
contract law and company formations. In 2007 Sara joined Melbourne
became Webmaster for a major retailer in New York. He developed on open source messaging, AJAX and related topics. He has a B.S. in a three-time Inc. Magazine fastest growing company. Kristopher
IT where she is currently employed as a Brand Protection specialist
their website strategy and grew their online sales from $100,000 to Engineering from UCLA. was recognized in 2005 as an Entrepreneur of the Year by Bank of
based in New York. Sara works with some of the biggest corporate
over $25 million in annual website sales. Michael then moved into America and as one of the “Top 20 Business Leaders in Northeastern,
accounts in the world including Microsoft, Twitter, Sara Lee, Danone,
affiliate marketing and started his own consulting firm. Michael has Pennsylvania under the age of 40. Kristopher previously worked as a
Morgan Stanley, Discovery Communications, or The New York Times.
worked with many businesses to develop and implement their Social senior staff member to Congressman Paul E. Kanjorski (PA-11) and is
She is highly regarded in online IPR circles for her meticulous high
Media Strategy. He also specializes in blog development and Search a frequent speaker at conferences including Search Engine Strategies
quality work and her dedication client service.
Engine Optimizations for businesses of all sizes. Michael has been a (SES), eTail, ERA, and Affiliate Summit, among others.
speaker at Search Engine Strategies, PubCon, SEOClass and SMX. He is
also moderator at Sphinn and Webmaster World. Michael is President
of Atlas Web Service, located in Long Island, New York.

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Speaker Bios

Tim Jones Zahid Khan Paul Lemberg James Martell


Tim Jones has been working with internet projects and affiliate Zahid is a Product Manager with Amazon Associates, Amazon’s Paul Lemberg figures out ways for business owners to make more Recognized as a leading expert in affiliate training, James is President
marketing for the last 8 years. Tim is the co-founder and CEO of world-wide affiliate network. Zahid has been with Amazon for close money. He has been doing that for about 17 years, working with dozens of Net Guides Publishing Inc. and author of the top selling “Affiliate
DestinationsInFlorida.com; a travel site that focuses on the number to 4 years and has been instrumental in conceptualizing, designing of Fortune-100s and hundreds of small business CEOs, to double, Marketers Handbook.” A sought-after speaker, James has presented at
one travel destination in the world, Disney World. This company and delivering Amazon Widgets – rich, interactive displays that bring triple, and sometimes grow profits more than 10-fold. Over the last few Commission Junction University, Affiliate Summit, The System Seminar,
revolutionized the way Disney travel is sold. He authors several Amazon.com functionality to your website. Zahid has been closely years, his small-business clients have pocketed more than $300 million Digital River Lab, and more. He is also the host and creator of both “The
blogs and maintains several affiliate marketing sites, including involved in launching a dazzling array of widgets including MP3 Clips, in profits and cash from selling their companies. Paul launched his Affiliate Buzz” (the 1st and longest running Affiliate Industry Podcast)
TheRealTimJones.com. Tim attends and speaks at many conferences Carousel, Your Video Widget and more. With his deep technical and first software company with a partner and $3,000 of credit card debt, and “Coffee Talk,” a series of interviews with Industry Experts. James
including Affiliate Summit, and BlogWorldExpo. business understanding of widgets, Zahid is intimately familiar with selling it three years later for just under ten million dollars. He then relies on outsourcing for the creation of his websites, graphics, articles,
the dos and don’ts of rich media advertising. Before Amazon, Zahid launched another company, this time selling to a large German Bank. podcasts, and video in order to streamline his business, enabling him
was a technical analyst in the higher education software domain and After spending the next five years as corporate and market strategist to break away from the daily grind. He credits this “autopilot” for the
Kim Kaplan a senior applications engineer with Oracle Corporation. He has earned for technology giants like IBM, EDS and HP, he started advising business success and freedom he now enjoys. His latest project, the Affiliate
Kim Kaplan is VP at Plentyoffish, where she leads POF’s business
a master’s in Computer Science from Stanford University and has a owners and entrepreneurs. Paul is the creator of blockbuster business Marketer’s “SUPER Boot Camp,” is a collection of 26 recorded lessons,
development and ad monetization strategy. With over 2.5 billion
bachelor’s degree from Georgia Tech. growth programs FormulaFIVE and Blueprints To Profits, and is the hours of audio, scheduled online events—such as live Q&A sessions—
impressions a month, POF is the world’s largest online dating site,
author of the best-seller, Be Unreasonable. and a vibrant 24/7 members only forum.
requiring significant informational and relationship management to
optimize ad revenue. Having been involved in the marketing industry Gary Kibel
from both an agency and client capacity, Kim has managed multiple Gary Kibel (gkibel@dglaw.com) is a partner with the law firm of Rebecca Madigan Michael Martin
sides of the Media matrix. Kim holds a BAH from Queens University Davis & Gilbert LLP (www.dglaw.com). He practices in the areas Rebecca Madigan is Executive Director of the Performance Marketing Michael Martin is the Owner of Mobile Martin based out of San Diego
and a Masters in International Business from UNSW in Sydney, of New Media, Advertising/Marketing and IP law. Gary regularly Association, a non-profit trade association formed to connect, inform California. Michael graduated from UMass Dartmouth with a Computer
Australia. Previous speaking engagements include: AdTech/AdSpace counsels clients with respect to issues such as interactive advertising, and advocate on behalf of this rapidly growing industry. The PMA Engineering degree and a minor in German plus attaining a PMP
2009 ‘AdSense Rockstar Keynote Panel’, iDate 2010, Affiliate Meetups search marketing, affiliate marketing, enterprise technology strives to raise the profile of performance marketing by demonstrating certification from the Project Management Institute. In his 10+ years
throughout North America. implementations, contextual/behavioral advertising, privacy the value of this multi-billion marketing channel. of Internet Marketing experience he has project managed & overseen
and security, gaming, content licensing, wireless services and the online marketing improvements to such sites for SC Johnson, IGN,

Bennet Kelley entertainment, joint ventures, copyrights, trademarks, corporate Joe Magennis Avaya, Road Runner Sports, Deepak Chopra, Trump Properties, The
matters and laws affecting the Internet. Davis & Gilbert is widely Joe Magennis is the host of the Cover the Bases podcast series for Active Network, Resource Nation, as well mobile marketing news at
Bennet Kelley is founder of the Internet Law Center and has been
regarded as the premier law firm in the U.S. representing advertising, Baseballisms.com. Joe speaks with the authors of books on baseball, Mobile Martin – http://www.mobilemartin.com/. Michael Martin is
described by an affiliate publication as “one of the top ten qualified
marketing and promotions agencies, from specialized shops to diving into their motivation for writing books about our National also on the SEMPO Education Committee & previously spoken at SMX
attorneys in internet law.” He has considerable expertise in online
the largest advertising holding companies in the world, and also Pastime, as well as and in depth look at the subject matter they have Advanced, SMX East, SMX West, SES New York, SES Chicago, WordCamp
advertising having worked as in-house counsel and chief privacy
represents prominent technology and entertainment companies, pursued. He co-hosts a social media podcast called The Bella Buzz LA, Affiliate Summit West, The San Diego Google Technology User
officer for internet advertising and e-commerce companies such as
marketers, and advertising trade associations. Prior to becoming an and appears on the GeekCast.fm network as an original member of Group (GTUG), several PubCons, as well the PMI Project Management
ValueClick and Hi-Speed Media. He currently represents many clients
attorney, Gary was an Information Systems Analyst with Merrill Lynch. the Geek Dads Weekly podcast. Joe has been involved in web based Institute Annual Conference.
in this space in the United States and Canada. Bennet is Co-Chair of
the California Bar Cyberspace Committee and has played a leading initiatives since 1998 as a founding partner of the Atlanta based
role in shaping internet law and policy having testified and lobbied on Kristin Kinsey marketing agency Fluid Media Inc. Tricia Meyer
internet issues in Washington and Sacramento and leading the effort Kristin Kinsey is the founder of MadHatter Consulting, Inc., through Tricia Meyer is the owner of MeyerTech, LLC, which consists of various
to develop a cyberspace primer for incoming state lawmakers. Bennet which she manages affiliate programs for clients such as SleepyHeads. Peter Marinello internet properties including a loyalty site (Sunshine Rewards), a
is a regular on Webmaster Radio’s InBoxed and his firm’s newsletter, com, SigningTime.com, LiLash.com, and BadBoy.com. Kristin’s Peter C. Marinello is the Director of the National Advertising Review blog for moms (Helping Moms Connect), and a number of niche sites
Cyber Report, was named one of the top 100 Internet law resources philosophy of combining smart marketing savvy with strong ethics Council’s (“NARC”) Electronic Retailing Self Regulation Program (notably BuyTwilightStuff.com, ChocolatePicnic.com, WimpyKidStuff.
and recognized by the Los Angeles Press Club. has won her the respect of merchants and affiliates alike. She holds a (“ERSP”) and a Vice President of the Council of Better Business Bureaus, com, and WOWPstuff.com). She spends the majority of her time
degree in New Media Arts and Sciences from Indiana University, and Inc. (“Council of Better Business Bureaus, Inc.”). Before joining NARC marketing to women through her different sites as well as the Twitter
Applied Computer Science from Purdue University. Kristin also holds a in July 2004, Peter had been the Associate Director at the National accounts and Facebook pages associated with them. Tricia is a graduate
key position on her local Rainmaker Advisory Board. Advertising Division of the CBBB (“NAD”) since 2000 and a Senior Staff of Ball State University and the Indiana University School of Law,
Attorney with NAD since March of 1993. Peter has written over 500 Bloomington.
self-regulatory decisions on various advertising topics and products
including nuclear energy, dietary supplements, direct response and
on-line marketing and has spoken on behalf of the NAD and ERSP at a
number of trade conferences and workshop seminars throughout the
country. He has also been the author of a number of articles regarding
advertising self-regulation in various trade publications. Peter is a
graduate of St. Johns University School of Law and has been a member
of the New York State Bar since 1988.

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Speaker Bios
Matt Mickiewicz Laura Parvey-Connors
Matt Mickiewicz is the co-founder of 99designs, Flippa & SitePoint. For the past five years, Laura Parvey-Connors has honed her marketing Scott Polk Wil Reynolds
99designs has been featured on “Good Morning America”, NY Times, expertise as, at various points, Media Designer, Creative Lead, and Scott Polk has built his expertise as a knowledgeable and experienced Over the past 10 years, Wil Reynolds has dedicated himself to doing
CBS News, The Economist and dozens of other major news outlets. The Graphic Designer at Vanns.com – an authorized online retailer Search Engine Optimization strategist for more than 11 years. He is two things well: driving traffic to sites from search engines and
company was named into Entrepreneur Magazine’s “Brilliant 100″ list for consumer electronics. However, her interest in marketing was currently working as the Senior SEO Analyst/SEO Evangelist at Bruce analyzing the impact that traffic has on the bottom line of companies.
in 2010 for revolutionizing and disrupting the graphic design industry broader than her job duties, so she created Meld Media, LLC to work Clay, Inc in Simi Valley, CA. Scott concentrates his resourcefulness and Wil’s career began at a web marketing agency in 1999, where he
with its unique crowdsourcing model. Flippa.com is the Internet’s with clients independently on a wide array of projects. In addition, skills on the diversified aspects of Search Engine Optimization for spearheaded the SEO strategies for companies like Barnes & Noble,
most popular marketplace for buying and selling websites. Over $37 she recently took on the online management of a new publication clients, where he’s earned the distinction of consistent top rankings in Disney, Harman Kardon, Debeers, Doubleclick, Hotjobs, and Mercedes
million in transactions have occurred, with upwards of $100,000 in created for mothers, www.mamalode.com. Laura’s background with all major search engines. He is consistently involved in technologies Benz USA. For the last 6 years, Wil and the team of search professionals
daily deals happening between website buyers & website sellers. several start-ups taught her the value of being a “Jill of all trades” and that maximize usability and accessibility when optimizing/developing at SEER Interactive have been assisting clients in maximizing their
maintaining longterm vision while working within the current reality. large web sites as well as identifying problems and solutions that visibility and sales using search engines in both SEO and SEM. You
result in major cost saving strategies. Highly successful and respected can catch Wil speaking with anyone who wants to learn about search,
Alex Mifsud Laura’s experience spans almost the entire marketing spectrum from
within the Search Engine Optimization communities, Scott has whether it is in a coffee shop or a major conference, it just runs
Alex Mifsud is Co-founder and Chief Executive Officer of Ixaris Systems, strategy and implementation to design and layout to fine-tuning the
programming code. A graduate of the University of Montana, Laura consulted and been employed by successful internet companies such through the veins! His goal at every speaking engagement is simple:
Ltd. Under its EntroPay brand, Ixaris offers one of the most cost-
has a degree in print journalism with a minor in media arts. as: Edmunds.com, AT&T Wireless, ABC News (local),Turner Properties Make sure everyone walks out with at least 1 new piece of information
effective, convenient and rapid means for businesses and consumers
(PGA/PGA Tour, Spoerts Illustrated, etc …) and numerous others. or perspective on an SEO topic.
to make safe online purchases and to send instant payments around
the world. Prior to Ixaris, Alex worked with the Technology Practice of Rey Pasinli
Arthur D Little, the global management consultancy, where his clients Rey Pasinli is one of the merchant service industry’s foremost Michael Pomposello Kim Riedell
included blue-chip companies such as Telia, VW Group, Granville experts on internet fraud and security. With nearly twelve years of Michael has spent the past two years helping businesses grow their Kim Riedell oversees publisher client account management
Baird and 3i. Alex holds a Bachelor in Electrical Engineering from the industry experience, he has successfully managed over 7,000 internet web presence using the power of content marketing. He is always nationwide and advertiser client account management on the east
University of Malta and a Masters and PhD in Computer Science from campaigns. As Executive Director of Total Apps Inc., Mr. Pasinli is enthused to talk with businesses and affiliates about leveraging coast for Commission Junction. She joined Commission Junction
the University of Edinburgh. He previously headed the Department of responsible for identifying and developing emerging fraud scrubbing quality, unique content to build traffic and authority in a niche. While from BeFree when the two companies merged in 2003 and has
Computer Science and AI at the University of Malta. technologies to improve the security of each client’s processing. Mr. Michael cannot express his passion for content marketing enough, he since managed account teams to consistently and strategically grow
Pasinli currently collaborates with former government officials, the anticipates being able to share his knowledge on the topic with others client revenue. Prior to Commission Junction, Riedell was a director
who are interested. at Student Advantage and has held numerous sales and marketing
Kate Morris top executives at multiple processors along with prominent internet
positions at Lightbridge and MCI Telecommunications. She has a
Kate Morris is an SEO Consultant at Distilled Consulting in Seattle, marketing organizations, to establish underwriting protocols, fraud
WA. Kate specializes in Paid Search (PPC), Natural Optimization detection and prevention programs along with implementation of Keith Posehn bachelor’s degree from the University of New Hampshire and an MBA
today’s most robust fraud scrubbing technologies. Clean processing is As a professional in the online world with over 16 years experience, from the Simmons College School of Management.
(SEO), Landing Page Optimization (LPO), and Social Media Marketing
(SMM). Kate blogs regularly at KateMorris.com, SEOmoz, and Distilled. less problematic and more profitable over the long term for everyone Keith has developed extensive and unique expertise in the
co.uk. Due to great friends and a love for teaching others, Kate began involved. He holds a Bachelor of Science degree in Mechanical development of online businesses in the e-commerce, social Adam Riemer
speaking late 2008 at SMX East 2008. At PubCon 2008, Kate did a panel Engineering from California State University Fullerton and a MBA from media and mobile spaces. His early experiences were in web page Adam is the founder of Adam Riemer Marketing, LLC. (ARM). Adam has
for Landing Page Optimization and an SEO site clinic. She has since Pepperdine University. development and video game production. Keith next moved into over 10 years of online marketing experience and is the trusted source
spoken at PubCon South, SMX London, Affiliate Summit East, Affiliate consulting with e-business clients as well as consulting for the for Strategy, Campaign Creation & Execution for companies from
Summit West and PubCon Vegas on various SEO, PPC, and LPO topics, Chris Pearson Sacramento Angels. In 2008 Keith founded Zorz, an online marketing the Fortune 500 to Mom & Pop Shops. Adam has spoken and been
as well as some on social media marketing utilizing Twitter. Software developer, Web ninja, problem solver, and infinite talker. consultancy providing performance marketing solutions for clients in booked on panels internationally at various conferences & events.
the web and mobile spaces. Some of the topics he has spoken on, and some of the services he can
offer your company include; Affiliate Marketing, PPC, SEO, CSEs, Email
Murray Newlands Lisa Picarille
Murray now runs his own business and manages a wide range of Lisa Picarille is a consultant specializing in the online marketing, Dush Ramachandran Optimization, Channel Development, Sales Funneling, Online Strategy,
Dush Ramachandran is the Vice President of Sales & Business User Experience & Conversion Rate Optimization & more. Prior to
clients to grow their businesses and optimize their advertising ROI. branding, social media and content creation. Previously, she was
Development for ClickBank. Ramachandran joined ClickBank in 2005 starting ARM, Adam worked in house at various Inc. 500 companies.
Affiliate Heat is an affiliate network specializing in Lead Generation the Publisher and Editor-in-Chief of Revenue Magazine. Currently,
and is responsible for ClickBank’s sales activities and alliances with He played a key role in the strategy & the implementation of their
in the UK and USA. Murray provides online PR and Social media she co-hosts the popular Affiliate Thing podcast with Shawn Collins
affiliate and vendor organizations worldwide. He holds a B.S. in Physics campaigns helping them grow into multi-million dollar corporations.
consultancy to Affiliate Networks and a broad range of International and is a regular panelist on The Spew, a podcast about women in
from St. Joseph’s College, Bangalore University and an M.B.A. from the Adam would like to invite you to join his managed programs as well
companies. online marketing. Lisa is a veteran journalist who began her career
Indian Institute of Management. Prior to ClickBank, Ramachandran as contact him at adamr(at) adamriemer (dot) me if he can help with
as a professional sports writer in Boston. She has also headed the
was VP of International, Global Alliances and Business Development at your Marketing.
news departments Wired.com, TechWeb.com, TechTV.com and
CRN.com. Her work has appeared in Rolling Stone, CRM Magazine, Requisite Technology. In this position he was responsible for building
PCWeek, MacWeek, Computerworld and InfoWorld. Lisa is a frequent out Requisite’s International Operations and leading the company’s
speaker at industry conferences including Ad: Tech, the LinkShare relationship with SAP, Atos Origin and Mitsui, all of which accounted
Symposium, Affiliate Summit, Web 2.0, Blog World Expo, and the Social for a substantial portion of Requisite’s revenue. He joined Requisite in
Media Marketing Summit. She is a founding board member for the 1998 through its acquisition of Antaeus Systems Inc., where he was
Performance Marketing Alliance and the 2008 winner of LinkShare’s the President, CEO and Founder. Prior to Antaeus, Ramachandran was
Golden Link Award for Most Vocal Performance Marketing Advocate. President and CEO of Conceptual Technologies.

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Speaker Bios

Steve Rosenbaum Eric Schechter Jason Spievak Scott Stratten


Steven Rosenbaum is the CEO of Magnify.net – the fastest-growing As Clickbooth’s Social Media Manager, Eric Schechter works hand in Prior to founding RingRevenue, Jason was a Director and Scott Stratten is the President of Un-Marketing.com. He is an expert in Viral,
video curation platform on the web today. Magnify allows web sites, hand with industry bloggers and the company’s top publishers on a Chief Financial Officer at CallWave, Inc. (CALL), a voice-over- Social, and Engagement Marketing which he calls Un-Marketing. Almost
media companies, and content entrepreneurs to aggregate and curate daily basis. In just over a year, Eric has helped the company create a internet software and service provider. Jason led CallWave’s 50,000 people follow his daily rantings on Twitter and was voted one of the
web video from a wide variety of web sources. Currently Magnify.net powerful social presence on the web, and by utilizing Social Media, successful IPO in 2004 and was a member of the senior top influencers on the site with over 90 million users . His recent Tweet-a-
publishes over 67,000 channels of Curated-Consumer Video, and is has built a strong community of bloggers and affiliates. As the editor team that delivered 12 consecutive quarters of revenue thon raised over $16,000 for child hunger, in less than 12 hours. His book
working closely with a wide variety of media makers, communities, of the Clickbooth blog, Eric continues to provide readers with relevant growth, profitability and positive cash flow with more than “UnMarketing: Stop Marketing. Start Engaging” is due to hit the shelves in the
and publishers in evolving their content offerings to include content and insightful posts on Social Media, Affiliate Marketing, and Industry 750,000 paid subscribers. Prior to CallWave, Jason was Vice Fall of 2010 from Wiley & Sons. His clients’ viral marketing videos have been
created by, sorted and reviewed by community members. Rosenbaum News and Trends. You can connect with Eric on Twitter at twitter.com/ President of technology M&A in Broadview’s Silicon Valley viewed over 60 million times and has generated massive profits both for in
is a serial entrepreneur, Emmy Award winning documentary EricSchechter or on his personal blog EricSchechter.com. office, where he was the execution lead on more than $1.25 house products and affiliate promotions. One of the movies was chosen by
filmmaker, and well know innovator in the field of user-generated billion in successful transactions. Jason has also held product the Chicago Bears as their biggest motivator towards their Super Bowl run a
media creation, aggregation and curation. Rosenbaum’s MTV Series Jeremy Schoemaker management roles with Nextel Communications and with few years ago, while another made their client over $5 million in 7 days. He
“UNfiltered” is widely regarding as the first successful US commercial From unemployment to eight figures in only four years, Jeremy Netopia (NTPA), where he helped the company complete its recently appeared in the Wall Street Journal, Mashable.com, USA Today, CNN.
use of User Generated Video (UGV) in mass media. “ShoeMoney” Schoemaker is a blogger’s “American dream.” Starting successful IPO in 1996. Jason earned his MBA from the Kellogg com and Fast Company. That plus $5 gets him a coffee anywhere in the world.
with absolutely no capital, he educated himself and began building School at Northwestern University and his BA from UC Santa
Oliver Roup ecommerce sites to earn revenue. During this time, he started Barbara.
Oliver has over 15 years of experience solving market inefficiencies blogging his experiences at Shoemoney.com and then used the blog
and consumer problems through smart technology. Prior to founding to springboard new companies like Auctionads, which had one of Joe Stepniewski
VigLink, he was a Director at Microsoft in charge of product for the most impressive launches of any online advertising company Joe Stepniewski is the co-founder of Skimlinks.com, a leading
various media properties including XBOX Live Video Marketplace, ever. Jeremy continues to launch new startups and also chronicles his content monetization solution for online publishers. Multi-
Zune Marketplace and MSN Entertainment. Oliver was also an early adventures on his blog. award winning Skimlinks helps thousands of publishers earn
employee at Internet Radio pioneer Echo Networks and has worked an easy incremental revenue stream from affiliate marketing.
for Paul Allen at Vulcan, for iPlayer at the BBC and for the Founders Melanie Seery Skimlinks works by aggregating 23 affiliate networks and
Fund. Oliver has issued and pending patents covering micro- Melanie Seery is the President/Founder of Affiliate Advocacy, the 7,500+ merchant programs, converting product links in
transactions, media and metadata. He received his Bachelors and organization which grew from the advocacy work that earned her the publisher’s content into affiliate links automatically. Additional
Masters in Computer Science from MIT and his MBA from the Harvard Affiliate Marketing Advocate 2009 Affiliate Summit Pinnacle Award tools help content creators add relevant links easily, ultimately
Business School. and the ShareASale Industry Advocate Performance Award 2008. improving the monetization of their content without
Co-chair of NY Affiliate meetings and speaker at industry events in affecting user experience or compromising editorial integrity.
Joe previously founded SiteRefinery, an ‘internet property
Steve Schaffer 2008, 2009 and 2010, she continues to work on ways to improve
development’ startup which acquires under-performing
Steve Schaffer is the founder and CEO of Vertive, Inc. and Offers.com. the industry for everyone through education and addressing critical
industry issues including the representation and protection of ethical websites/domains and redevelops their traffic, functionality
The award-winning Offers.com is the first place to go for all the best
affiliates and merchants. She believes that all affiliates, merchants and monetization, from his background as an affiliate. Joe is
offers – from online coupons & deals to travel and service offers. The
and networks need to have voices. Also the owner of NYAffiliateVoice, a self-confessed geek based across the pond in London, but
site combines intuitive categorization and design with unique editorial
Melanie continues to speak out on various industry issues including keeps sane by enjoying the avocados, sun and beaches of his
content. Updated daily, Offers.com provides 14,000+ offers from
the internet tax issues. Melanie is also involved in several community hometown Sydney.
3,000+ merchants in 175+ categories. Vertive was founded by Steve
Schaffer in 2003. Steve has been involved in the Internet industry since service projects including raising awareness, acceptance and
1995 and is an active speaker at industry conferences. Offers.com is understanding of children with health challenges and serves as a
a charter member of the Performance Marketing Association. Prior volunteer tutor in reading and math for both children and adults.
to Vertive, he spent 10 years in product management and marketing
roles at companies including eRegCard and Symantec. Steve is a Carolyn Shelby
graduate of The University of Texas at Austin with a bachelor of Carolyn Shelby has been involved in developing and marketing
business administration in finance. Internet technologies since 1994, when she was the managing partner
of an Internet Service Provider start-up near Purdue 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 the SDLC and encourages
businesses to be “search aware” from square one. She specializes in
rehabbing under performing/out-dated Web sites and helping larger
corporations adjust their structure and focus to make the most of
new media. Carolyn can be heard on the weekly SEO 101 podcast on
BlogTalkRadio.com, or she can be found online at Cshel.com.

58 | AUGUST 2010 | FEEDFRONT MAGAZINE FEEDFRONT MAGAZINE | AUGUST 2010 | 59


Speaker Bios

Chris Symons Ryan Wilson


Chris oversees the Travelocity branded affiliate program, and also Ryan Wilson is an online marketing professional and a co-founder
works with Travelocity’s top private label partners. He has been at of Intela, a global performance marketing company with offices in
Travelocity since 2005, and in the travel industry for more than 10 London and Boulder, CO. Ryan started in online marketing in 2001
years—with a diverse background that includes online travel agencies, when he founded an online home furnishings website as a side project
the casino industry and destination marketing. In his spare time, Chris while doing technology consulting and IT management. Since starting
enjoys spending time with his wife and children, as well as umpiring Intela in January of 2006, Ryan has held senior roles in operations,
college baseball. accounting, information technology, email marketing, and lead
generation. Ryan was instrumental in the design and launch of Intela’s
lead generation business and each of the sites in Intela’s portfolio.
Kris Trujillo Ryan currently leads the email marketing, lead generation, and the
Kris is an extremely talented Internet Marketer with a large reach
software development teams at Intela. Ryan graduated from Florida
in the Affiliate Marketing industry. He started a few years back with
State University with degrees in both management information
nothing more than a desire to quite his day job (like most people). He
systems and marketing and holds a master of business administration
made his first $700 in one week online with free advertising sources
in entrepreneurship from the University of Colorado.
and later went on to generate over $13,000 in profit his first full month
into his online venture. Last October he launched MassPPVTraffic and
sold the site 4 days later. This 25 year old Internet marketer truly is the Josh Ziering
pied piper of Internet traffic. Joshua Ziering is a phoenix based SEO who loves to talk about
common sense, SEO, and tactics one can use to take on corporations
with lots of resources and budgets.
Frederick Vallaeys
Frederick Vallaeys is Google’s AdWords Evangelist. In this role, he helps
advertisers learn about which Google products are best to support
their marketing goals and represents the needs of advertisers to the
engineering and product management teams. He joined Google in
2002 to help bring AdWords to the Dutch and Belgian markets, and
has been involved in the design of many of AdWords’ core features.
He holds a bachelor’s degree in electrical engineering from Stanford
University. Frederick has spoken at numerous search marketing
conferences around the world including Search Engine Strategies
(SES), Ad:Tech, and PubCon. He has contributed his search marketing
expertise to trade books like “AdWords for Dummies” and McGraw-
Hill’s “Advertising and Promotion” text book. He has appeared on
NPR, ABC News, PBS, Fortune Small Business, and many other news
outlets to explain how AdWords can be a main driver of success for
companies.

Warren Whitlock
Author of the first book on Twitter, speaker, blogger and marketing
consultant.

60 | AUGUST 2010 | FEEDFRONT MAGAZINE


Affiliate Summit hosted nearly 200 affiliate marketers
in New York City on Monday, June 21 at the Antarctica
Bar for a night of networking, complimented by free
beer and Lombardi’s Pizza.

FEEDFRONT MAGAZINE | AUGUST 2010 | 63


Greg Rollett
By Lee Brignell-Cash

Product Feeds Can Do What? Utilizing Mobile


A well-structured and accurate product Center platform, they will seek to use the

Ads in Affiliate
Lee Brignell-Cash
feed can be an extremely important same format for other applications.
source of revenue for eCommerce
retailers. Applications of product feeds E-mail marketing tends to take a back
seat in most conversations about

Marketing
in online marketing have increased
significantly in recent years to create innovative online marketing. However,
brand new revenue streams. by merging eCRM and data feeds you
can create very powerful, tactical e-mail
While product feeds have been used in campaigns aligned with your general
price comparison and affiliate marketing
for several years, marketers are now
product marketing strategy.
By Michael Grabowski
realizing the huge potential that can Most online retailers have tried some Michael Grabowski
be unlocked by applying their data to kind of behavioural retargeting or
other online marketing channels. Those contextual advertising. Again, the use
that have invested in feed marketing of feeds here can significantly improve
interaction and conversions of online The term mobile advertising often leads to So why move into mobile web advertising? then scale out to other sources once your
are seeing fantastic returns in both KPIs
display advertising when combined with confusion as it has different meanings to It’s a relatively untapped traffic source bound learn the ropes. You do not want to start at a
as well as increased efficiencies in their
these powerful techniques of targeting different people. to grow as mobile web becomes the standard smaller network first, as you’ll need enough
processes.
users. and feature phones (non-smart phones) die data to understand the mobile demographic.
Mobile advertising can be accomplished in a
So, if this area of online marketing is off. Worldwide mobile advertising was $2.6
As data feeds are simply representations variety of ways: SMS (Short Message Service), Many networks allow you to target by
delivering results, why isn’t everyone billion in 2007 and is projected at $19.1 billion
of your products that you sell on your MMS (Multimedia Messaging Service), variables such as operating system, type of
doing it and why isn’t there a stream of by 2012, according to eMarketer.
sites, iPhone and Android apps can be Bluetooth, infrared, in-game/app marketing, connection (cellular vs. WiFi) and geographic
research papers analyzing the returns?
easily constructed if you have a well LBS (Location-Based Services), and mobile So what works on the mobile web? CPA offers location. This type of targeting opens up a lot
Well, there are three main factors that formatted feed. web. that require limited user interaction, such of options for you as the advertiser.
are currently slowing feed marketing determine your strategy and execution as zip/email submits, mobile coupons, and
Look at your own business environment However, I am focusing on CPA offers Take geo-location, for example. Local lead
projects down: with product feed marketing. downloads.
and determine how feeds fit in with your on mobile web for their growth rate and generation could be a real possibility using
1. Quality of merchant data feeds: particular environment. Happy feed targeting ability. It’s unlikely an iPhone user is going to fill this method.
While product feeds play an important So what applications exist for marketers marketing to you. out a ten-field form or enter their credit card
who want to make use of their product Mobile web advertising is a hybrid of The focus for your campaigns should be
role in partnerships, their actual information. The focus is quick interaction to
data? As previously mentioned, price traditional banner, search advertising, and simple and clear. Think about the intent
production is often seen as a lower generate an action.
comparison or comparison shopping PPV (Pay Per View), in that it is interruption of a mobile web user as they often are not
priority and feed quality suffers as a Lee Brignell-Cash is the Co-Founder and
engines are powered entirely by product marketing. As with PPC, PPV, and media buys, tracking just browsing but searching for specific
result. COO of FusePump Ltd.
feeds and give us a very good example what converts is essential. It has been information.
As with PPV, the user is seeking a specific
of a well defined use, as well as how data said a million times before, but I still see
2. Perceived complexities of dealing bit of information, such as movie times or Your goal is to make your information what
feeds allow affiliates to create innovative people direct linking without any tracking
with data files: The most important weather. If you are getting in the way of these they are looking for.
and useful representations of merchant whatsoever. “Track, analyze, and regroup”
considerations should always come activities, you better have something good
data to convert sales. should be your motto. Mobile web and other mobile marketing
back to the business goals and to say.
application, so don’t leave it all to methods are at the very early stages
Google Product Search is another To get started, the big three PPC engines
Information and Communication Affiliate marketers who use paid traffic of development and getting in now is
application of product feeds and is often have their own mobile ad offerings, and in
Technology staff. often rely on PPC (Pay Per Click). They learn paramount.
one of the first product feeds that a recent months each have bought out smaller
customer behavior in one circumstance and
merchant will produce and utilize (free networks.
3. Education and best practice then have a difficult time moving from PPC
traffic!). The issue here can often be that
guidance in the marketplace: There are to another method, as it requires a different You’ll want to begin where the traffic is, so Michael Grabowski is an affiliate marketer, and
once a merchant has produced a feed
very few resources available to help you mindset. start with a network like AdMob or AdWords you can find him on Twitter @mgrabowski.
to integrate with the Google Merchant
(iPhone and rich media targeting setting) and

64 | AUGUST 2010 | FEEDFRONT MAGAZINE FEEDFRONT MAGAZINE | AUGUST 2010 | 65


By Brian Solis

Social Media’s Rules of


Niche Websites - David Beats Goliath Engagement
Interviews with Wacky Planets, Brian Solis
2. Participate where your presence is
advantageous and mandatory, don’t just
in your own domains (Facebook Brand
infrastructure to address situations and
adapt to market conditions and
demands.

YesStyle and Historic Newspapers Page, Twitter conversations related to your


brand, etc.) 14. Learn from each engagement and
provide a path within the company to
3. Determine the identity, character, and adapt and improve products and
By Ryan Gilbert personality of the brand and match
it to the persona of the individuals
services.

representing it. 15. Consistently create, contribute, and


How can you be completely outgunned, How big a challenge is this for sites like reinforce service and value.
outmatched, and outnumbered and you? 4. Establish a point of contact who is
still win? If you are a niche site, there ultimately responsible for identifying, 16. Earn connections through collaboration
are ways and means of beating the ‘I disagree with this assumption. Niche trafficking, or responding to all things that and empower advocacy.
big brands by the clever use of affiliate sites can build a high level of confidence can affect brand perception.
marketing tactics. by employing technology and processes 17. Don’t get lost in translation. Ensure your
with recognized ‘safe shopping’ kitemarks 5. As in customer service, representatives communication and intent is clear and
We interviewed niche sites YesStyle e.g.: the BBB logo. A website is a website require training to learn how to respond that your involvement maps to business
(yesstyle.com), Historic Newspapers and as long as the website promotes in a variety of scenarios. Don’t just put the objectives.
(historic-newspapers.co.uk) and Wacky itself with recognized safety symbols, a Social media is reinventing marketing, person familiar with social networking in
Planet (wackyplanet.com), who have all customer will purchase. If the offer to communications, and the dissemination front of the brand. 18. Establish and nurture beneficial
seen their businesses skyrocket by over the consumer is good and your products of information. While businesses now have relationships online and in the
70% in the last year, to discover how they really are not widely available, then access to these rich channels, the true 6. Embody the attributes you wish to portray real world.
have beaten bigger, more established success will follow. Moreover, customer promise of social media lies in the direct and instill. Operate by a code of conduct.
brands. care can be more easily achievable in a connections between people who represent 19. “Un-campaign” and create ongoing
small organization if you are prepared companies and the people who define 7. Observe the behavioral cultures within programs that keep you
What are the advantages of being a to add the personal touch that so many markets of interest. each network and adjust your outreach connected to day-to-day engagement.
niche site? big businesses have now lost. In fact accordingly.
‘There are many advantages that a well- we have a high level of repeat business The devices we employ, the intentions that 20. “Un-market” by becoming a resource to
run large company has over the smaller Ryan Gilbert from customers and an email database of motivate engagement, and the value we 8. Assess pain points, frustrations, and your communities.
niche company, including financial 50,000 registered users.’ Arthur Berman, offer dictate the significance of the brand- also those of contentment to establish
and staff resources, economies of scale Founder Wacky Planets specific social graphs we weave. It’s a simple meaningful connections. 21. Give back, reciprocate, and recognize
and an ability to bundle products into ‘This is very true in our case. Our Historic investment in either visibility or presence. notable contributions from
In a May 2009 New Yorker article, ‘How
a single offering. However, a major Newspapers site is a true niche; it offers In social media, just like in the real world, 9. Become a true participant in each participants in your communities.
David Beats Goliath’ bestselling author
disadvantage, particularly within the one product and can be termed as a presence is felt. community you wish to activate. Move
Malcolm Gladwell makes the point that
affiliate space, is their inability to respond ‘Cash Cow’. The advantages of such a beyond marketing and sales. Excerpt from Engage, the complete guide for
“Effort can trump ability.” He writes, “We
quickly. To give you an example, YesStyle niche site over a large ecommerce site As social media continues to evolve, defining brands and businesses to build, cultivate, and
tell ourselves that skill is the precious
can respond faster to an affiliate bespoke is instant recognition, high conversion the “rules of engagement” will encourage 10. Don’t speak at audiences through measure success in the new web. It’s available
resource and effort is the commodity. It’s
request than a big brand can, because rates (4 – 8% depending on season), low thoughtful interaction that benefits the canned messages. Introduce value, online at Amazon, Barnes & Noble, or at a
the other way around as niche sites are
with a bigger brand there will be more maintenance and once PPC campaigns business, brand, customer, peers, and insight and direction with each bookstore near you. http://bit.ly/engageme
proving via affiliate marketing.”
bureaucracy, processes, technical are mature they just need administration. prospects at every touchpoint. engagement.
development pipelines and sign-off We can command higher sell prices on
requirements to go through.’ Stefan a niche site as historic newspapers has The following is an outline of best practices to 11. Empower your representatives to offer Brian Solis is globally recognized as one of the
Janssens, Internet Marketing Manager for the largest collection of newspapers Ryan Gilbert is Webgains Director USA. help you craft a practical set of rules to guide rewards and resolutions. most prominent thought leaders and published
YesStyle in private hands.’ Jim Kinloch, Online representatives as they engage. authors in new media and you can read more
Marketing Manager for Historic 12. Don’t just listen and placate — do about him at www.briansolis.com.
It has been argued that the Internet is a something.
Newspapers. 1. Discover all relevant communities
price leveler and niche sites can compete
of interest and observe the choices,
side by side against big brands. How true Big brands offer trust and reliability over 13. Ensure that any external activities
challenges, impressions, and wants of the
is this? niche sites. Building a brand takes time. are supported by a comprehensive
people within each network.

66 | AUGUST 2010 | FEEDFRONT MAGAZINE FEEDFRONT MAGAZINE | AUGUST 2010 | 67


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