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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
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
The typical CPA affiliate has three main opportunity to scale it out is tremendous.
Ad Hustler
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
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!
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.
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
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
return and 2) that visitor won’t tell his or her friends or colleagues to
Nick Usborne visit your site.
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.
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.
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.
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
as a human being, not a title. You’ll be I continue to receive an amazing education
He’s not alone with this view point remembered as someone “real.” from proven experts on how to be a more
that networking is a transactional effective online business woman. Is it
numbers game. This is why I advocate It’s About Them awkward to go in as a foreigner? Hell yes.
unNetworking; it’s an authentic and non- Try the host mindset. When you host a But the discomfort lasts only as long as it
PLATINUM SPONSOR
transactional way of building your Rolodex. party you aren’t focused on yourself; you’re takes to introduce yourself to one person.
too busy making sure everyone else is unNetworking is about building authentic
Think Long Tail having a good time. When you approach relationships with people that you like and
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
for events; it’s a way of life. Building then stay connected while they explain. will want to do business with you.
relationships with human beings is never Think of either who or what you know that
transactional. It means a true connection might assist them and then follow through.
with another. It’s better to bring home This will set you apart from everyone. Stop by www.TheCoachShoppe.com
one business card of someone you really And when it’s your turn to speak, you to schedule a free call with Kim to help GOLD SPONSOR
connect with than a stack from people know where to put the emphasis on your understand how to get your life or business
you can’t even recall. Here’s a secret: offerings. on track.
most of the people you meet won’t be an
immediate prospect. That part comes later Mix it Up
once they know and trust you. Letting go Go to events or groups that you don’t
of the mindset that you must “score a deal” consider yourself a member of. You can
will loosen you up so you can find true be sure to stand out since you will be the SILVER SPONSOR
BRONZE SPONSOR
connection with the people you meet. only one of your kind, a guaranteed way to
broaden your relationships.
Be Authentic
You don’t have to be a master of This last one is why I’m even here in this
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.
(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)
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)
(This Session is Open to Gold, Platinum, and Diamond Pass Holders Only)
(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)
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.
Warren Whitlock
Author of the first book on Twitter, speaker, blogger and marketing
consultant.
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
PaydayLoansPayBig.com/Envy