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
Grow Your Audience Through
Podcasting By Daniel M. Clark
It isn’t as sexy as video. It isn’t as trendy as
mobile advertising or social media, If you ask
anyone in our industry if they do it, chances
are, they don’t.
Podcasting.
Often overlooked and underrated,
podcasting is a fantastic way to communicate
with your customers and fans, expand your
reach and, frankly, have a lot of fun. The best
part about it? It’s practically free to do and
easier than almost anything else you have in
your repertoire.
It’s cheaper, faster and much more simple to
produce than video. It isn’t as complicated as
getting into the mobile game. It isn’t nearly
as time consuming as social media. You don’t
have to replace any of those activities—if
you’ve got twenty minutes a week and a
microphone (you almost certainly do, on both
counts) you can be a successful podcaster.
Still not convinced? Wizzard Media
announced that 1.4 billion podcast
downloads were processed in 2009. They
are just one source for podcasts. People are
listening. What do you want to say to them?
4 | AUGUST 2010 | FEEDFRONT MAGAZINE
Choose a Topic
What do you have to talk about? I know there
is something related to your business that
you can talk about for 20 minutes. Do you
release new products every week? Would you
like to interview people in your company or
in your industry? Choosing a topic shouldn’t
be too difficult; even the most esoteric topics
have listeners.
Just as with blogging, though, don’t feel that
you need to be all business. It is often better
to podcast about a topic you’re passionate
about. Listeners will get to know you and
your bio (which you’ll mention at the start
and end of each show) will lead them back to
your business.
Plan, Plan, Plan
One key to listener retention is ensuring that
listeners know what to expect. Once you’ve
chosen your topic, stick to it. If your topic
is fine art, don’t spend ten minutes talking
about your dog. Listeners won’t stick around
waiting for your main topic to come up. You
don’t need to be completely inflexible, but
vary too wildly and you’ll turn off the listeners
you’ve worked to attract.
Part of listener expectations is your schedule.
Ideally, you will publish your podcast
episodes on the same day(s) every week. Like
blogging, content published on a regular
schedule is preferred by the people that
consume it.
Another key to listener retention is repetition.
Not repetition in what you say, but repetition
in how you say it. Be yourself, or choose a
persona that you can stick with. Consider
your topic, and plan your style accordingly.
Worried about your voice? Don’t be! Be
natural. You’re not Tom Brokaw or Oprah, and
listeners don’t expect you to be. Your voice is
fine.
Once you’ve got a plan, you’re ready to
investigate the technical details of recording,
editing, uploading and promoting. The good
news is all those things are a breeze once
you’ve got your plan in place!
Daniel M. Clark is a co-host of the Geek Dads
Weekly podcast (geekdadsweekly.com).
The typical CPA affiliate has three main
components to a campaign that determine
whether it’s a failure or a success: Traffic
Source -> Landing Page -> Affiliate
Offer. We’ll discuss traffic sources, as this
component can make or break the whole
campaign.
Paid traffic sources typically fall into a
few major categories with countless
subcategories.
Pay-Per-Click (PPC)
PPC is very broad. Search engines, as well
as most social networks, use a PPC bidding
model to sell off their ad inventory. There
are also ad networks dedicated to selling
media on a pay-per-click basis.
Many affiliates start out by using PPC
because there is typically not a large
monetary commitment; ads are easy to
change and the traffic tends to be scalable.
The problem with PPC is that search
engines and social networks have high
quality standards which sometimes causes
an issue getting the ad to actually run.
Pay-Per-View (PPV)
PPV, sometimes also called contextual
traffic, is generated through adware
installed on a user’s computer. The user
downloads a game or other piece of
software bundled with adware provided by
an ad network that caters to this niche.
The advertiser can then bid on targets
based on keywords the user types or
websites they visit. This triggers a popup.
By Ad Hustler
opportunity to scale it out is tremendous.
Ad Hustler
The downside is that you are typically
locked into your media buys and the
upfront investment required can be
substantial.
I’ve used all of these traffic sources
profitably. My advice to other affiliates
is to master one traffic source to start.
Rather than jumping around and trying to
capitalize on the latest and greatest source
of traffic to hit the streets, learn the ins and
outs of one particular source.
This will allow you to have a solid traffic
source to launch new campaigns, better
connections with account managers and
Some advantages to PPV are that there are sometimes gets you access to profitable
no quality score issues and getting your ad information that other affiliates would
to show up is as simple as outbidding the never find out about.
other advertisers that want to show up on
that target.
Ad Hustler has been advertising online for
The downside is that the traffic tends to be more than 7 years, and he blogs at
lower quality, harder to monetize and there www.adhustler.com
is so much that it can crash your server.
Media Buy
Media buys are typically priced one of two
ways: a cost per impression basis (CPM)
or flat rate for a set time period. You can
either do individual site buys where you
contact a webmaster and negotiate a deal
to advertise on a site, or go through an
ad network and have your ads placed on
many sites.
The upside to media buys is that if you
can create a profitable campaign, the
FEEDFRONT MAGAZINE | AUGUST 2010 | 5
 Photo by Gary-Rosenzweig-MacMost.com
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
and there was the audio of a song called
Hogg Theme Song by YTCracker. That was my
first exposure to what I later found out was
Nerdcore hip hop and I liked it.
It had the sound of hip hop, but the lyrics
covered nerd stuff like video games and
programming. And this guy Bryce Case, Jr.,
aka YTCracker (pronounced “whitey cracker”),
intrigued me. I checked out his Wikipedia
entry and found it he’s a former cracker who
gained infamy for defacing several federal
and municipal government sites in the United
States, as well as in private industry at the age
of 17.
Since then, he’s made a name for himself in
affiliate marketing, as well with his music,
record label (Nerdy South Records), and as a
DJ.
Recently, I sat down with him to get the rest
of the story behind YTCracker.
Shawn Collins: What’s the origin of your
name, YTCracker?
YTCracker: In a nutshell, YTCracker (or its
various other forms of capitalization I utilize,
depending on what mood I am in) is just
By Shawn Collins
a catchy infini-entendre that plays off the
color of my skin, computer hacking, “youthful
technology”, the Kourier girl “Yours Truly” from
Snow Crash, the YucaTan Peninsula, and the
simulation game Yoot Tower. Conveniently,
when people want to know if I am around,
they can text/email/IM me with the efficient,
six-character message “yt yt?”
As a white nerd coming up in the rap game,
I could take the wind out of the sails of many
a battle rapper by being self-deprecating
from the jump. Sadly, it is somewhat of a
misnomer because I am actually only half- weakest link in any computer system is the
white - my dad is close to 50% Choctaw and moron sitting in front of the keyboard, and
Cherokee, and my mom is 50% Hawaiian and as long as there are morons to be socially
Chinese. engineered and manipulated like pawns or
college-age girls, the hackers will always have
It is for this reason that YT most likely stands
the upper hand.
for “Young Trickster,” thereby joining the ranks
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
Young, and the Young Money clique. mention the “trash 80” - did you learn on the
TRS-80 as a kid?
SC: Do you think government sites are
properly fortified against cyber terrorism YTC: I was a precocious Young Trickster. I
threats? How about air traffic, banks, public loved reading, and my wonderful mother got
utilities? me started early on with the books, and my
dad was a rocket scientist who spent his day
YTC: In another nutshell, no, but not
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

attempted to capture all of the illustrious
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.
a few hours a day because I was an idiot. I
made egregious amounts of money for a 16
Learn From Magazine Covers
year old, but [insert platitude about a time
machine here].

SC: What are you doing in affiliate marketing Ola Edvardsson

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

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

 Aaron Dragushan
By Aaron Dragushan
Avoiding the Butterflies
of Distraction
Mental “butterflies” are distracting thoughts that flutter into your
head and lead you astray when you’re trying to work. Examples
would be new ideas, things you need to do, or simply the urge to
check your email.
The problem with chasing them is that you don’t get right
back to whatever you were working on. After doing whatever
distracted you, somehow you ended up on YouTube, Facebook,
etc. and an hour later you have nothing to show for it.
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
brain is the culprit. Every time you see something new, your brain
releases the feel-good chemical dopamine.
Tomorrow morning when you first check your email, see if you
notice a little whoosh of excitement as you scan your new unread
messages. This effect happens right away, before your brain can
actually read the subject lines; all you know at that moment is
that they’re new.
So, how can you fend off these butterflies of distraction?
Keep a pad of paper and a pen next to your computer. The next
time a butterfly flutters into your head, write it down on the
pad instead of following it. This way you stay focused, and don’t
wander off into the foothills of the internet.
Good luck!
Aaron can be found on Twitter as @Dragushan and helps
entrepreneurs kick butt at Upgrademe.org.
10 | AUGUST 2010 | FEEDFRONT MAGAZINE
Mobile Affiliate Marketing
– 4 Ways to Start
By Jim Lillig and Liane Carmi
Jim Lillig and Liane Carmi
There are four main ways for affiliates to get into the mobile
performance marketing arena. Click-to-call, smartphone applications,
mobile landing pages, and SMS campaigns provide different channels
where affiliates can profit in this growing industry.
Click-to-call campaigns are used with pay-per-call offers. Affiliates who
have access to pay-per-call campaigns place ads for tracked phone
numbers, and, as the name implies, are paid per call.
In combination, pay-per-call and click-to-call are well-suited for mobile
advertising. The one-step call process when a consumer clicks on the
ad increases conversions. Banners, text ads, display ads, search ads
and mobile landing pages dedicated to displaying the tracked phone
number are all great ways to promote pay-per-call offers.
Unlike pay-per-call campaigns, which are not widely available,
smartphone applications are probably the most well-known
advertising media when it comes to the mobile industry.
Consulting firm Chetan Sharma estimates in a recent study that
mobile app downloads will reach almost 50 billion by 2012. This
overabundance of impressions available means low competition for
affiliates.
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
appdog.com, or Apple’s iAds platform.
Affiliates who favor organic (free) marketing on the Web might be
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
should take the time to do appropriate research. Also, note that mobile
devices vary widely in their display abilities, so be sure to use the
mobile preview tool to check your site’s compatibility.
Mobile sites are a great way to build a list, which is why SMS
campaigns work so well with this type of marketing. Affiliates who are
tired of the low open rates on their emails will be glad to know that
on average, according to Nielsen ratings, 90% of SMS messages are
opened within 15 minutes.
This gives list builders the ability to target their prospects at a specific
time of the day - or even in specific geographic areas. Note that
consumers are more sensitive about text messages, so it is important
to be very relevant in your SMS marketing.
Click-to-call, application ads, mobile search and SMS campaigns are all
great ways to get involved in mobile affiliate marketing. Those who get
in on the action today are likely to find themselves profiting greatly
from this growing industry.
Jim Lillig, Vice President of Business Development, and Liane Carmi,
Project Manager at Offermobi.com, the first US-Based mobile
performance network.
FEEDFRONT MAGAZINE | AUGUST 2010 | 11

Why Was My Affiliate
Application Declined?
By Trisha Lyn Fawver
I hear a lot of affiliates ask this question,
wondering why their applications get
declined by various merchants or advertisers.
As a former affiliate manager, there are a lot of
reasons why I might reject an application.
There are many managers out there that
are, shall we say, less than stellar in the
communications department. Therefore, in
an effort to bridge this gap, here are some
things affiliates should consider when their
applications are declined.
Are my website URLs correct?
I’ve seen instances where affiliates have
misspelled their domain names accidentally,
added an extra http://, left off the extension
(.com? .net?). Many affiliate managers are
savvy enough to omit the extra http:// or try
adding the .com to see if a website loads, but
I know some are not so diligent, so it’s best
that you make checking your websites as easy
as possible for the affiliate manager.
Have I been declined a lot?
There may be a bigger issue at hand, like
problems with your hosting company.
If you’re experiencing a lot of declined
12 | AUGUST 2010 | FEEDFRONT MAGAZINE
Michael Buechele, Stephanie Lichtenstein and Trisha Lyn Fawver
applications, you should check to ensure that
all your sites are up and running properly. Try
viewing your website in different browsers
(Firefox, IE, Chrome, etc.) to see if something
isn’t loading correctly. Some merchants are
very sensitive to the content and layout
of a site where their advertisements will
potentially be seen.
Do I have any unprofessional or
questionable content on my website?
Some brands are more sensitive when it
comes to the content on a website where
their ad will appear. For example, the Apple
Store has very strict guidelines relating to
website content and where you’re allowed
to place banner advertisements. Larger
brands tend to have stricter guidelines, and
may choose to decline you if your websites
do not convey a similar professional image
that is on par with the brand. You can
consider changing your website to meet their
standards or finding another merchant with
more lenient standards to promote.
Are all my websites listed in my profile?
Some networks require you to apply to
programs for each of your websites, but most
simply ask that you to list all of your affiliate
sites. It is an affiliate manager’s job to check
out the affiliate’s websites to find that good,
niche fit. If you’re applying for a software
affiliate program and only have your knitting
website listed, the affiliate manager may not
see a good fit and choose to decline you.
Having all your websites listed shows the
affiliate manager that you work in different
verticals and they can see more potential for
appropriate promotions.
There are hundreds of other reasons why you
might be declined. It ultimately depends on
the merchant and what kinds of affiliates they
want to work with.
Always attempt to reach out to the affiliate
manager if you’ve been declined for a
program you really want to promote. It never
hurts to ask for an explanation or a second
chance.
Trisha Lyn Fawver is a client support specialist
at ForMeToCoupon.com and blogs at TrishaLyn.
com.
Cathy Stucker
Guest posting on other people’s blogs has both short and long term
benefits. In the short-term, you’ll garner exposure to a new audience
and increased traffic as they click through to your site to learn more
about you and what you do.
In the long-term, the links you get will help your search engine
rankings, and the visibility and credibility of being featured on many
blogs will build your reputation as a leading authority in your industry.
To get the greatest benefit from guest posting, you need a strategy.
Here are some ways to make guest posting work for you.
Guest post regularly. Get in the habit of seeking out blogs that
can use your content and offer posts to them. Add an entry to your
calendar to seek out guest posting opportunities and create content
for them.
Post to a variety of blogs. Think creatively to find blogs that are not
in direct competition with your blog, but may share an audience. For
example, on my blog for mystery shoppers I have run guest posts on
topics ranging from online surveys to cheap ink and toner refills to
green shopping. I even had a post from a mystery novelist who writes
books with a mystery shopper heroine.
Give your best content. Guest posting is not a way to get rid of
posts that are not good enough for your own blog. This will be many
readers’ first exposure to you, so make sure they see you at your best.
Generally, you should not republish your guest post anywhere else.
Ask (nicely) for the links you want. Some bloggers have specific
rules about how they link to guest posters, but many are open to using
By Cathy Stucker
Guest Posting
for Traffic
and Links
your preferred links. That doesn’t mean you should load up your post
with links. Many bloggers will allow you to have two links in your bio,
including anchor text links. Some will even allow links in the body
of the post. Ask for what you want, but accept that you may not get
everything you ask for.
Promote your guest posts. When your posts are published, let
people know about them. Post the links to Twitter, Facebook and other
social networking sites. Bookmark and Stumble the posts. Post links to
them on your site. Submit your guest posts to blog carnivals. The more
people who see your guest posts, the more valuable they are.
Use your guest posts to build relationships with other bloggers.
Submitting a guest post does not have to be a one-time event. It
can be a stepping stone in building relationships with bloggers in
your niche. In addition to promoting your guest posts, respond to
reader comments on the blog and stay involved with the blogger and
their audience. Keep the door open for future interactions, such as
reciprocal guest posts, joint ventures and more.
Just a little time invested in guest posting can pay big dividends in
traffic, search engine rankings and dollars in your pocket.
Cathy Stucker runs a free service to connect bloggers and guest posters at
http://BloggerLinkUp.com/.
FEEDFRONT MAGAZINE | AUGUST 2010 | 13

By Todd Bloch
B2B Affiliate Marketers
Forrester projects B2B (business-to-business)
interactive marketing spending to hit $4.8
billion in 2014, over double an estimated
$2.3 billion in 2009. We believe that affiliate
marketing will be a big component of that
growth.
B2B affiliate programs have taken a back seat
in the industry, despite the fact that many
B2B businesses already rely on contractors
to drive sales offline. Nonetheless, business
advertisers have not gained the attention of
online affiliates because of long sales cycles,
latent transactions, offline conversions and
high customer acquisition costs.
That is all about to change thanks to better
tracking technologies and creative new
ways of structuring programs. Here are
several ways that advertisers can collaborate
with affiliates to build dynamic, successful
programs:
1. Advanced call tracking – Losing qualified
leads due to offline channels is a legitimate
concern for affiliates running B2B offers.
Advertisers can calm these concerns by
using a simple call tracking solution. In
short, call center agents enter affiliate IDs
(presented under the advertiser’s phone
number) into customer records during
phone calls.
2. Lifetime commissions – B2B businesses
often lose money on the first sale but earn
14 | AUGUST 2010 | FEEDFRONT MAGAZINE
Todd Bloch
profit over the lifetime of that customer. and payouts are all handled via the
Offering residual commissions on lifetime network platform.
referral revenue will help affiliates compete.
Eliminating the cookie window is a good 6. Endemic affiliates – Your list of prospects
start, but a cookie is only good if the is much narrower than in the B2C world.
customer uses the same browser forever Proactively uncovering, recruiting and
and cookies aren’t deleted. building relationships with niche affiliates
with content related to your business is a
3. Commission structure– It can take months solid strategy.
for leads to convert into acquisitions
due to multiple touch points, various
Outside of the affiliate arena, it seems B2B
decision makers and high value purchases.
marketing has found success in every media
Affiliates want commission on leads, but
channel. For instance, on television with
businesses are concerned about quality.
Bloomberg and CNBC, search with Business.
One option is to offer hybrid commissions,
com, online content with BizJournals.com or
paying a modest bounty on leads, but
Entrepreneur.com and even print with Crain’s,
also a substantial bonus for each lead that
Inc. magazine and others.
converts.
Agencies, program managers and networks
4. Batch file reporting – Tracking pixels will can now educate advertisers and affiliates on
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
all actions on a regular basis is the answer. opportunities in the B2B sector, and it is
Importing this batch file ensures affiliates poised to ride shotgun with B2C affiliate
garner commissions on all sales the pixel marketing.
misses, offline transactions and latent
conversions.
Todd Bloch is a Director at PartnerCommerce, a
5. Offline sales force - Remember the
B2B affiliate network located in New York.
Avon women that sold door-to-door?
B2B merchants are empowering field
sales agents, tele-reps and even cable TV
affiliates to promote products and services
on a performance basis. Setup, reporting

Affiliate.com Team - Pho
to By Scott Richter
Salas
Ward and Melissa
Jaz Pester, Missy
Team Dinner - Ph
Karen Garcia and
Amy Rodriguez -
Photo By Karen Ga
Affiliate Marketers Raise $73,000
to Battle Breast Cancer
In 2007, I founded AffiliateMarketersGiveBack.com with two
goals in mind: to raise money to support Breast Cancer research,
treatment, awareness and community programs through
combined efforts within the affiliate marketing industry and also
provide an outlet for people to help themselves by uplifting others
in a ways that another piña colada-filled vacation, more “stuff” or a
beefier resume couldn’t possibly begin to do.
With this in mind, on June 5th-6th, Team Affiliate Marketers Give
Back set out on our 4th annual walk to fight breast cancer. This
time, we took on the streets of Chicago for the 2010 Avon Walk for
Breast Cancer.
This year’s team consisted of Brian and Melissa Chase, Sara
Salas D’Onofrio, Jenny Fredrick, Jaz Pester and Scott Richter of affiliate.
- Photo By Melissa
com, Melissa Salas of Buy.com, Kevin Strawbridge of Dealtaker.com,
oto By Missy Ward Chris Pearson and Jenna Jasso of DIYThemes, Karen Garcia of GTO
Management, Brian Littleton of ShareASale, Brook Schaaf of Schaaf-
PartnerCentric, Kevin De Vincenzi of XY7.com and Amy Rodriguez
and myself of Affiliate Summit.
On the evening before the event, we all got together at Gino’s East
of Chicago for a team dinner consisting of lots of carbs (pizza and
beer). Most of us got to bed early as we had to be up in time to
make the 5:00 am bus to the opening ceremony which was held at
Soldier Field. It was an emotional event, giving us the motivation
we needed to get walking as soon as they let us out of the gates at
7:00 am.
Day one’s walk took us from Soldier Field through the beautiful
neighborhoods of Chicago, many of which I’ve never seen before.
rcia
Affiliate Marketers Give Back Team - Photo By Missy Ward
26.2 miles later, we crossed our first finish
line at Warren Park, the site of the temporary
Avon Wellness Village, where many of the
walkers camp overnight.
While some of the team headed back to the
hotel, some of us decided to walk (hobble)
just a little bit further to a local Mexican
restaurant to celebrate our first victory with
tacos y cerveza.
Day two’s 13.1 mile walk came way too early
for me. Standing in line at 5:45 am feeling
sore and covered with blisters, I had to
question my sanity for a moment. But after
seeing a few of the folks that were standing
in line with me that were currently going
through chemotherapy, about to tackle the
same walk, I had a much better perspective
on what I was about to set out to do.
The route was extraordinary. The views
along the water were stunning while the
walk through the Cancer Survivor’s Garden
was met with mixed emotions of hope and
sadness.
After a quick pit-stop at the Chicago
Blackhawk’s Store to pick up some shirts to
support the team later that night, we were
back on the road to Soldier Field where I
By Melissa Salas
Brian Littleton - Photo
By Missy Ward
crossed the finish line with Melissa Salas. Denver in June 2011. For more information
about walking or sponsoring the team, please
After months of fundraising, 39.3 miles
visit http://AffiliateMarketersGiveBack.com.
walked, dozens of team blisters and aching
muscles, I am proud to say that Affiliate
Marketers Give Back raised our highest team
Missy Ward is the Co-editor-in-Chief of
amount to date: $73,552.65. Our team was
FeedFront Magazine and Co-Founder of Affiliate
the 5th largest fundraising team and I was the
Summit.
3rd largest fundraiser overall.
I’d like to thank all of the people on my
team, all of the folks that supported us with
donations and words of encouragement
along the way and the rest of the walkers that
took on Chicago with us.
In total, the Avon Walk for Breast Cancer
Chicago raised over $7.7 Million, most
of which was distributed immediately at
the Closing Ceremony to breast cancer
organizations throughout the Chicago area
to support the remarkable work they do in
the fight against breast cancer, work that will
someday rid the world of this disease.
We all have so much to be proud of as we
showed the world what the power of a united
community can do.
The 5th Annual Affiliate Marketers Give Back
walk to fight breast cancer will take place in
Photo By Melissa Salas
Melissa Salas and Missy War
d - Photo By Melissa Salas
Joshua Wexelbaum
I’m sitting in a small van, cross-legged next to
seven slightly smelly hippies as we navigate
through the desert landscape of Namibia,
Africa.
Nothing is around for hundreds of miles
except a tribal village where we purchase
precious stones from local kids on the side of
the road.
The previous day, I spotted a cyber cafe in
a small town and managed to get online to
check my campaigns. The next time I’ll be
able to check my stats will be in a few days, as
we approach a larger city.
Last year, I rented an apartment in Shanghai,
China for two months and watched Usain
Bolt break the world record in the Olympics.
I just got back from a three month trip to
Melbourne, Australia where I went to the
Formula1 race, and then drove a rental car
through New Zealand.
Work hard, play hard. Grind a few months of
the year, travel the rest. For the past six years,
I’ve lived the life most people dream. I’ve
backpacked through dozens of countries and
rented luxury apartments in beautiful cities
across the globe.
This is my affiliate lifestyle.
Let’s get something straight. Affiliate
18 | AUGUST 2010 | FEEDFRONT MAGAZINE
Life of a
Traveling
Affiliate
By Joshua Wexelbaum
marketing is an incredible business because
we make mad cash and can work from
anywhere.
Affiliates often ask me, “How can I travel like
you?”
Here’s the Game Plan:
1) Pick a city. I suggest Buenos Aires, Cape
Town, Melbourne, Barcelona, Tel Aviv or
Shanghai (in that order).
2) Find a rental apartment using craigslist.
com. The apartment should have a
broadband Internet connection installed
prior to your arrival. Beware of scammers on
Craigslist; do not pre-pay.
3) Ensure your affiliate business is generating
stable profits. Your business should run on
auto-pilot and require less than a few hours of
daily work.
4) Establish your budget and income goals.
Your passive income should be at least
double your expenses in your target country.
5) Buy your airline ticket. With a specific
departure date, you cannot postpone or
procrastinate taking the trip.
Tips for Success
Travel to a single city and work from your
laptop. It’s more difficult to run your business
By Ali Croft
Boosting Your Traffic and
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
while backpacking.
making it all about you will increase the
Bring your monitor(s), laptop & smartphone. I
Do your homework – use Google News, chances of people taking you seriously.
packed two 24” monitors to Australia.
Google Blog Search and BackType to see
who the influential bloggers, reporters, Learn how to write a news release, which can
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
desk and comfortable chair.
list of people you want to target. you in front of journalists and web searchers
while increasing SEO.
Running Your Affiliate Business Abroad
Less is more here; the more targeted your list,
The most difficult part of traveling abroad
the better. Start with realistic expectations Try offering your targets pre-written articles.
is maintaining your work ethic. You need
- chances are that USA Today won’t be Bloggers are always on the hunt for more
discipline. Business must always remain the
interested until they see others on the web content, and offering them neutral, non
first priority.
Ali Croft
buzzing about your business. self-promotional guest blog posts targeted
to their audience is a good way to build
Finally, you must structure your affiliate
Once you’ve got your list, start finding ways relationships while generating good PR.
business as a system. Focus on producing
Public relations is an essential component to provide value to your targets. Comment 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).
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
You manage your team, and your team
your business while building trust with your yourself. looking for sources for their stories. With your
manages the system.
potential customers, increasing the likelihood newly minted writing skills, pitch yourself as
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.
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
computer!
to do some of your own. getting their attention when you have news PR isn’t rocket science. It just takes time.
to share. Like in affiliate marketing, research, test and
In its simplest form, PR is about getting optimize for the best results.
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
and he blogs at ScrappyBusiness.com.
Whether these people are bloggers, reporters your writing skills. There are tips on writing
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
media and web forums - the key to getting my favorite sites include CopyBlogger and Drive Media.
them to write or talk about you is building TopRankBlog.
mutually beneficial relationships. Just like in
the real world, people help people they know. Learn what’s really newsworthy (hint: it’s
usually not your newest widget). Put your
When beginning your PR effort, one of the company news in context with what’s
FEEDFRONT MAGAZINE | AUGUST 2010 | 19

Pop Culture Sites:
Quick Pros
and Cons
By Tricia Meyer
Every time I hear about a popular, new book
series, my mind immediately goes to whether
or not it would make a good niche website.
I start searching the web frantically for
everything I can find about the book,
including how deep the series will be,
whether there is talk of movies, and the
amount of merchandising being done.
Sometimes I sit on the idea for weeks
and other times I register a domain name
immediately.
The one thing I always do when I launch a
new site is work through the pros and cons
of starting a site for that niche. Here are my
Pros:
top three suggestions for each if you are
considering starting any type of pop culture
niche website.
Cons:
• If you are trying to launch a site about
a new topic before anyone else, you are
taking a gamble whether that particular
topic is going to become hot. The
chances are good that you will have
to launch a number of sites like this
before you end up with some that really
explode.
20 | AUGUST 2010 | FEEDFRONT MAGAZINE
Tricia Meyer
• Even if the niche becomes a hot one,
it may be hard to monetize beyond
Google AdSense and products
targeting the demographic interested
in the given topic. Even if products
exist, they may not be available
through affiliate programs or may only
be in affiliate programs with which you
do not want to work.
• Pop culture sites do not usually have
much of a shelf life. People move on to
the next popular artist, television show,
and even book series in a short time. By
the time you build up your traffic, no
one may be interested in it anymore.
• Sites are easy to launch and generally
do not initially cost you more than a
domain name and your time. Using
WordPress and a free or cheap theme,
you can have a site up and running in
an evening.
• When you are interested in the topic,
it can be fun to research it, write
about it, and look for complementary
merchandising opportunities. If you are
going to be reading about it and talking
about it with your friends anyway,
why not make some money off of your
knowledge?
• Google Alerts are a pop culture
webmaster’s best friend. By setting up
alerts for your topic, you can be notified
within an hour of any news about the
topic, including product releases, book
pre-orders, movie debuts, and concert
ticket sales.
When launching a pop culture niche site,
sometimes you get really lucky (hello,
Twilight!). Other times you don’t get much of
a return on your investment (Percy Jackson
who?).
As long as you weigh the pros and cons of
your decision, you won’t regret that you took
the chance.
Tricia Meyer is the owner of Sunshine Rewards
and runs a number of niche sites.
Michael Wayne
Joomla is a content management system,
similar to WordPress. The primary difference
is that Joomla has a lot more built-in features
& functionality.
With Joomla’s Extensions, you can turn your
site into a social network, membership site,
and more in minutes. If you’re looking for a
new tool to increase your leads and sales,
Joomla just might be the right solution.
The WordPress Alternative
Many affiliates avoid Joomla because it’s more
difficult to learn than WordPress, and doesn’t
seem to provide great built-in SEO. In reality,
Joomla can actually provide equal or greater
SEO results if utilized correctly.
There are also many SEO extensions available,
such as SH404SEF, that give you granular
control over your SEO and rival anything
WordPress has to offer. While Joomla does
have a bit of a steeper learning curve, there
are a ton of tutorial websites available for
beginners to help you get up and running
fairly quickly.
Modules Make Split Testing Easy
Joomla has an awesome feature called
modules, which are content blocks of code,
widgets, or applications.
Use Joomla!
to Explode Your
Affiliate Income
Modules can be placed in multiple preset
locations, anywhere in your template. You
can create multiple modules that display
ad banners or affiliate links and place them
virtually anywhere on your site.
The beauty of modules is that they are
conditional. You can display them according
to section, category, and/or by user state
(registered user or guest). This basically
provides built-in split testing!
Complete Editorial Control
Joomla provides complete editorial control.
You can assign users to user-groups, such as
authors, editors, publishers, etc., with ease.
Think of the possibilities: you could install and
launch multiple niche content sites, set up
unlimited ad modules, and have them display
conditionally according to their author,
category and/or section.
Also, Joomla enables you to display one set
of ads for registered users and another set for
guests. Your imagination can run wild with
the number of different scenarios you could
run to maximize your click-through rates.
List Building & Email Marketing
Administrative account management is built
into the core of Joomla. The benefit here is
FEEDFRONT MAGAZINE | AUGUST 2010 | 21
By Michael Wayne
that you’ll always have immediate access to
your entire database of users. Joomla’s built-
in “mass email” tool can send email blasts to
all your users, in plain text or HTML.
You can also target by user groups, such as
authors, editors, publishers, etc. It’s a great
tool for marketing & connecting with your
community – with their permission of course.
Endless Possibilities
Joomla has some affiliate-friendly extensions,
including JomSocial, which lets you turn your
Joomla site into a full-featured social network,
and JoomFish, a tool that enables you to
natively translate your site into almost any
language.
Used together, they are great tools for
targeting by interest or demographics, and
for generating additional international traffic.
Joomla is an indispensable tool in my affiliate
arsenal and if you give it a shot I’m sure it will
be for you as well!
Michael Wayne is a blogger (MikeWayne.com),
affiliate marketer, and President of MediaCraft
Marketing, LLC.

Write Web Content
Worth Sharing
Nick Usborne
As affiliate marketers, we are often tempted by the lure of high
volume, inexpensive content. We figure that if we take a list of a few
hundred long tail keyword phrases, we can write an article around
each, and then make out like a bandit with free search engine traffic.
Realizing how much work is involved to do that, we may start
looking at outsourcing our content writing overseas for $2 a page.
We may also turn to automated content rewriting software to churn
out pages for even less.
This approach has gained some traction among affiliate marketers
because it works - up to a point. Yes, you can optimize low quality
content and fool the search engines, most of the time. But you can’t
fool your readers.
Readers will recognize rubbish content in a heartbeat. As a result,
while a small percentage will click on a link that might make you
a few pennies, you can be sure of two things: 1) that visitor won’t
By Nick Usborne
return and 2) that visitor won’t tell his or her friends or colleagues to
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
more engaged also. For instance, when people click through from
a status update to Yahoo News, Sports, Finance or another Yahoo
property, they end up spending at least twice as much time there
than the average visitor. For Yahoo, tapping into social traffic is what
it’s all about.” (Excerpt from Techcrunch.com. May 17, 2010)
At a time when low quality content is finding its way onto more
and more websites, you have an opportunity to separate yourself
from the crowd, by creating pages which are helpful, informative,
engaging and worth sharing.
You can make a few bucks with cheap content. But you can create a
business with quality content that’s worth sharing.
Nick Usborne is the Founder of WebContentCafe.com, the author of Net
Words, and New Path to Riches, and has been writing copy and content
online since 1995.
FEEDFRONT MAGAZINE | AUGUST 2010 | 23

Marketing to
Women Online
By Sara Anderson
When Dove’s sales declined, as a result
of being lost in a crowded market, they
reached out to Edelman Public Relations
for help. Utilizing the power of video,
storytelling, online advertising, and social
media, Dove’s efforts to reclaim their
market share exceeded the company’s
expectations, resulting in a 700% increase
and $1 billion in product sales, based on
findings in the Dove Campaign for Real
Beauty Case Study.
The key to their success? Appealing to
women’s emotions by focusing their
campaign on redefining beauty and
improving women’s self esteem.
Dove’s success illustrates the importance of
marketing to the emotional side of women.
Marketers must drop the old mentality of
“targeting” women and connect with them,
instead. Earn their trust.
Women account for 85% of consumer
purchases, buying for themselves, their
families, and their businesses*. Additionally,
they control 51.3% of the nation’s private
wealth, according to “Influence: How
Women’s Soaring Economic Power will
Change Our World for the Better”. With
such tremendous buying power, affiliate
marketers cannot afford to misunderstand
what drives the purchases of this
demographic.
Below are 5 guidelines to follow when
marketing to the group that really holds
the wallet.
24 | AUGUST 2010 | FEEDFRONT MAGAZINE
Speak Her Language
Don’t disrupt her online experience with
over-hyped sales messages. Gently spark
her interest with empathetic, relational ad
copy. Video can be a powerful medium to
quickly evoke emotion.
Connect Her with Others
Women are biologically wired to share
experiences with each other. While men
are sold by facts and figures, women would
rather hear about how a person’s life was
improved by a product.
Allow Her to Research
One advertising message may not be
enough to convince a woman that your
product is what she needs, and she will
most likely explore more details over time
before making a purchase. Create URLs that
are easy to remember, so she can find your
site quickly when she is ready to buy.
Appeal to Changing Status Trends
While traditional status luxury lust is
here to stay, trendwatching.com points
to a couple new status trends that are
emerging.
• Generosity: Donations to nonprofits.
10% of proceeds donated to a child
in need.
• Green Credentials: Eco-friendly
goods and services. Organic baby
food.
Sara Anderson
Patterns
Cognitive anthropologist Dr. Bob Deutsch
writes marketers should recognize that
women have the ability to perceive more
than the metric of a product attribute.
Women take it all in and then decide how
your product or service fits into the pattern
of her life. Help her figure that out and your
marketing campaigns will be pure gold.
While marketing to women takes extra
preparation, keep in mind the words of Og
Mandino, author of The Greatest Salesman
in the World, “Never skimp on that extra
effort, that soft word of praise or thanks,
that delivery of the very best that you can
do.”
Though it may prove to be challenging
at first, once you have created marketing
campaigns that effectively meet her
emotional needs and fit within the
pattern of her life, you will have a distinct
advantage over your competitors. Now
that’s money.
Sara is a blogger, fashion-addict, and founder
of the online fitness community,
fitvolution.com.
Steve Guberman and Mike Green
By Shawn Collins
My first home office was an unfinished
basement with a concrete floor and cinderblock
walls. A couple coats of paint, a cheap area rug,
and some pictures on the wall made it more
homey, but it still sort of sucked.
There was no natural light, it was hot always, and
I couldn’t get a cell signal.
If only there was a coworking space in my area
back then.
What is Coworking?
Wikipedia defines coworking as “a style of work
which involves a shared working environment,
sometimes an office yet independent activity.
Unlike in a typical office environment, those
coworking are usually not employed by the
same organization. Typically it is attractive
to work-at-home professionals, independent
contractors, or people who travel frequently
who end up working in relative isolation.
Coworking is the social gathering of a group of
people, who are still working independently,
but who share values, and who are interested in
the synergy that can happen from working with
talented people in the same space.”
So, for all the affiliate marketers working out
there in isolation, coworking can be a great
alternative to the distractions and limitations of
Converge Lounge
Get Out of the
Basement & Into
working at home.
Not to mention the use of meeting rooms and
other common areas in the coworking space.
The Coworking Experience
I recently found out on Twitter that the first
coworking space in New Jersey was opening. It’s
a place called Converge (Twitter: @convergenj),
and it was close to my house, so I hopped in the
car to go and get a look at their space and chat
with Steve Guberman and Mike Green, who
started it up.
In addition to being the first coworking place in
NJ, Converge is also the first in the country to be
affiliated with a university. Converge is on the
campus of Kean University, and just a block from
an NJ Transit train stop.
I was impressed at the layout and amenities at
Converge. Their facility includes a wide-open
atrium filled with desks, as well as a lounge, two
conference rooms, and two studios.
Since they’re on a college campus, they have the
added benefit of access to a pool of local intern
labor.
The Price of Coworking
In the case of Converge, they have a variety of
Converge Lounge Kitchen
packages that range from $20/day to $400/
month, depending on the needs of members.
Members receive benefits such as hi-speed
Internet access; use of printer, scanner, and fax;
conference room access; coffee, tea, beverages,
and snacks; and member-only events.
I’ve looked around my general area for office
space in the past, and the rates and benefits of
coworking are way more attractive than a lease
in an office building.
This provides a nice alternative to a new affiliate
marketing business that doesn’t want to lock
into a lease, as well as purchasing furniture,
getting Internet and other utilities set up, etc.
Plus, I like how they are planning to use the
space for things like meetups and guest
speakers. Not only does the cost of coworking
provide a place for your company, but also
a built-in community of potential mentors,
inspirations, partners, and friends.
More information on coworking at
www.coworking.com.
Shawn is a Co-founder of Affiliate Summit and Co-
Editor-in-Chief of FeedFront Magazine.
Converge Conference Room

Tips for Creating
Effective Web Video
By Kevin Hillman
Web video has barged right through the
front doors of online advertising and
marketing. With the rise in new, web-based
technology, coupled with high speed
internet connections, video on the web has
become a crucial tool, moving viewers from
basic interest and inspiring them to take
action.
Web video has grown to new heights with
social media websites such as Facebook and
MySpace allowing for users to place videos
on their pages.
One of the most important things you want
to remember when creating a web video is
your target audience. Unfortunately, most
people seem to forget this one important
thing.
Remember to create footage for the viewer’s
eyes only, not yours! This is the key to
creating effective video for the web. The
target audience will determine how you
want to present your topic as well as the
tone of the video.
Once you know your target audience, the
next step will be to determine the objective
of your video. What is your video intended
to do? Is it intended to sell, market, or
promote a product or simply to entertain
26 | AUGUST 2010 | FEEDFRONT MAGAZINE
your viewers?
Next, decide how you want to present the
topic to your audience. Will you present it in
the form of a comedy, drama, lively, factual,
or a documentary? Select the one that
would be best to get your message across.
Video quality also plays an important role
in drawing in viewers. The quality of the
video can either establish great creditability
and professionalism or show that you’re not
serious about the message you’re trying to
get across.
Exceptional quality shows that you really
care about what it is you’re presenting and
that you took the time and effort to make
the best possible video for the viewer. Low
quality video screams rushed, sloppy work
and that you could care less about the
interests of the viewer.
Want maximum exposure on the Internet?
It’s only a few clicks away with the numerous
websites that allow you to upload your video
once it’s completed. A few of the bigger
websites are YouTube, Vimeo, and iTunes.
The more websites your video is posted on,
the more viewers your video will get. Launch
a stunning multimedia campaign and watch
Show Me the Money!
What’s the key to an affiliate’s
heart? Great advertisers?
Stellar service? Leading
technology? Maybe. We’d
argue that while all of these
are important, receiving
commission earnings quickly
and cost-effectively tends to
top the list.
While many affiliates operate
within the boundaries of
traditional payment methods,
a variety of more advanced
Kevin Hillman options are being introduced
to turn a satisfying payment
process into a rewarding
your conversion rates skyrocket. experience.
The last, and perhaps the most important This is particularly important
tip, for creating effective web video would for global networks that face
be to always keep your audience engaged. high transfer fees and longer
By doing so, this will allow you to keep wait times. As a result, offering
the length of the video, without it being a suite of payment options
a problem. When the video first begins, becomes a competitive
engage your viewers with an attention- advantage, especially in the
grabbing opening that will hook them. eyes of affiliates that use the
Once you have your viewer’s full attention, immediate cash flow to grow
introduce what it is that you want to their business.
accomplish in the video.
As one example, buy.at
Be very careful not to over-do the opening
launched a prepaid MasterCard
of a video by being too silly or being too
with Payoneer to simplify
serious. These simple suggestions will help
the payment process for
you become more aware of what exactly
international affiliates. A year
you must do to create a highly effective web
later the team reached out to
video.
affiliates in several countries to
evaluate their experience and
determine next steps.
Kevin’s extensive experience includes working
on numerous acclaimed national television
Case Study #1
shows and commercials. Affiliate: Cashbacking /
Region:UK
Challenge: BACS payments
took 3 -4 days before clearing
with the bank
Solution:Used the card to
By Gil Abir and Amy Ely
receive payments, for ATM
withdrawals, and for online and
offline purchases
Result: Not only are payments
faster, this affiliate appreciates
the convenience of using
the card almost anywhere as
another source of funds
“Faster payment is crucial
and I’m able to predict more
accurately when the funds will
be available on the account. I’m
thoroughly impressed with the
service provided, particularly
how easy it is to manage my
account online with up-to-date
transaction details.” Amy Ely and Gil Abir
-Daniel Stewardson,
Cashbacking
year over year growth in card
Case Study #2
Case Study #3 signups since their launch in
Affiliate: Ticket Crush /
Affiliate: Saya Intellicall / 2005, indicating the increasing
Region: US
Region: India popularity of alternative
Challenge: Sought out a
Challenge: Commission payment options.
more convenient and versatile
checks took up to 30 days to
payment option
clear and become usable funds What’s the bottom line?
Solution: Setup the card
Solution:Signed up for the card Explore new payment
to receive payments from
to receive payments, use the options that exceed affiliate
multiple countries and contacts
ATM service, and withdraw cash expectations. It may be
Payoneer’s customer support
Result: Funds are now available deciding factor of whether or
for balance information
within a few hours, providing not you keep their business.
Result: Quick access to
an efficient global payment
both US and international
option
payments and uses the card
Gil Abir is VP of Corporate
to compartmentalize buy.at
“The world is changing very fast, Partnership at Payoneer, and
earnings and expenses from
so we need fast service to go with Amy Ely is Marketing Manager at
other sources of income
the world. [This] card is a good buy.at.
solution.” - Abdullah Saya, Saya
“The buy.at MasterCard is
Intellicall
extremely convenient and a
great choice for an affiliate in any
Overall, the findings were
country. It’s easy to call Payoneer
very positive and revealed the
anytime I have questions and
variety of ways that affiliates
I’m impressed with the service
in different countries chose to
overall.”
use the card. Beyond buy.at,
-Kyle McPeck, TicketCrush.com
Payoneer saw an average 77%
FEEDFRONT MAGAZINE | AUGUST 2010 | 27

David Dalka
Chris Brogan stated “Most major brands
are doing some sort of affiliate marketing...
are you?”at the recent Business Marketing
Association 2010 Conference.
It was great to see people outside of
performance marketing’s core challenging
senior level marketers to learn about
performance marketing. Certainly a sign that
things are changing as the increasing volume
of content online is reducing the reach
and impact of traditional brand marketing
channels.
As Chief Financial Officers scrutinize
marketing budgets more closely, the
opportunity exists for marketers utilizing
emerging channels with superior ROI like
affiliate marketing and search to advocate
significant budget shifts away from legacy
channels.
However, this can only occur if you educate
your senior level leadership teams across
the organization about the economics
and features that performance marketing
provides.
With 2011 budget season just around
the corner, here are some tips on how to
advocate increased budgets to performance
marketing channels. It’s important to consider
that there are emerging channels like mobile
and elsewhere where performance marketing
28 | AUGUST 2010 | FEEDFRONT MAGAZINE
A Case for the increased
2011 Performance
Marketing Budgets
By David Dalka
principles will potentially to play a large role.
Here are a few things I do when presenting
senior level strategy sessions to advocate
more efficient marketing allocations and
execution:
Explain the benefits of the performance
marketing channel to budget team
members – You are the expert. You
understand the issues because you’ve
attended the conferences, done the hard
work in the trenches and busted your butt.
The executive team doesn’t know what
you know – YET! You must transfer the
wisdom and knowledge so that others can
understand.
Meet with all of these people individually
BEFORE you meet as a group – People are
at vastly different points on the learning
curve in regards to online marketing issues.
Respect that by simplifying concepts and
encouraging questions. If you meet as a
group, most people are afraid to ask for
explanatory questions; meeting privately will
create the opportunity for understanding.
Most importantly, start with people at your
peer level in each target group, then move to
the actual budget team. You will get practice
and learn valuable insights
Tie the conversation to the potential for
improvement in business outcomes - Invite
the people for coffee or lunch and say, “I’d
like to explain to you what I do and how it
affects our revenue, costs and profit”. Be sure
to connect the conversation to trying to
improve business outcomes; it will improve
the odds of proper time allocation for your
meeting and set the frame that you want to
help everyone in the organization be more
successful.
Encourage future communication and
questions – If they view you as a helpful
resource about the Internet, they will come to
you with more questions and raise the profile
and understanding about the great work you
are doing in performance marketing.
These small steps create understanding and
raise of the profile of performance marketing,
which is ultimately good for everyone. Share
this article and others like it; there is a long
journey ahead. Enjoy the ride.
David Dalka is a business leadership consultant
and marketing speaker, http://www.daviddalka.
com
By Robert Drumm
The Path to Multiple Affiliate
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.
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
network can be an attractive option for crediting the affiliate who sent the last click.
retailers.
Double the workload is another problem
When reviewing this strategy for your that will arise including multiple newsletters
company, keep in mind the positives and and other affiliate communication. Creating
negatives of additional networks. separate feeds with different requirements
and the maintenance that goes with that can
A second network can add a significant be an issue.
revenue boost to your affiliate channel
through the addition of new affiliates, Merchants may also find some networks will
competitive recruiting benefits, and require more work than another and will
contrasting features and promotional need to decide if the additional labor can be
Robert Drumm
opportunities. covered by increased revenue.
While it may be true that most affiliates are Fraud problems will also be doubled with
allow your affiliates to mix and match the
active in nearly every network, there are a more enforcement needed for PPC and terms
easiest way to promote your products to their
solid number of partners who will only join of service violations. A strong PPC Policy and
visitors.
programs located at Commission Junction, terms should be implemented including
ShareASale, or any other traditional network. spelling out how affiliates are credited in a
Taking advantage of various ways to promote
Adding a second network to your affiliate multiple network environment and if your
your program in each network is another
program will give you access to an entirely terms are different for each network.
recruiting advantage. Newsletters, “featured
new group of affiliates who may not have
program” spots, and other placements will
worked with you otherwise. Adding multiple networks may not be the
increase your visibility to network exclusive
best solution to increase affiliate sales for
affiliates along with the majority who use
There are many recruiting advantages with every merchant, but the value is certainly
more than one network.
operating multiple networks including there once all the obstacles have been
flexibility and promotional opportunities. addressed.
The benefit of running two traditional
Offering the flexibility of networks and the
networks is countered by many different
various benefits each provide allows your
problems that can occur during setup and
partners to select the best fit for their needs. Robert Drumm is affiliate manager for AC
along the way. Merchants should be aware of
Lens, Baseball Rampage, and operates
new technology needs, additional workload,
Features like coupon feeds, RSS, and different RobertDrumm.com.
and double the problems.
ways to use product feeds at each network
FEEDFRONT MAGAZINE | AUGUST 2010 | 29

Evaluating Your
Merchant’s
E-Commerce
Website
By George Hansen
You’ve been there; you see a product online
and click the buy now link, but then you’re
taken to a cart that you just don’t trust. The
originating landing page may have looked
professional, but the cart does not pass the
security test.
This is an all too familiar situation. If you’re
the affiliate, imagine the number of sales you
have dropped and the revenue you have lost.
The quality of a merchant’s shopping
cart, and more accurately the quality of
an e-commerce website, should not be
overlooked when evaluating which products
to promote.
As an affiliate, you invest too much time and
money to support sub-par merchants and
their products. You should expect merchants
to have a world class e-commerce solution to
help convert the clicks you deliver into paying
customers.
After all, as an affiliate that’s the core of
your business. So, before partnering with
a merchant, you should evaluate the
merchant’s e-commerce website.
The Merchant’s Home Page
The first step is to evaluate the merchant’s
home page. Ask yourself if the page is
30 | AUGUST 2010 | FEEDFRONT MAGAZINE
inviting? Does it feature an image of the
product? Does the page look professional? Is
the navigation intuitive and are all requisite
elements included? Are global elements
included and if so for which locals? Is the
page translated? Are localized versions of the
products available?
Key Elements
Next, look at key elements that are critical to
the e-commerce portion of the merchant’s
website. The most important elements for an
affiliate are the product detail pages. Check to
see if each product has a dedicated page and
determine if the page is inviting, professional
and sales focused.
Notice the page layout and if the product
picture, description and call-to-action are
located above the fold of the website. Look to
see if consumers are provided with enough
information to make an informed buying
decision, such as independent references and
user-generated feedback.
Product Detail Page Layout
Ensure the product detail page layout is
well merchandised, clear and actionable.
Consumers should be able to scroll through
the featured details for more information
about the product and again be prompted to
take action.
George Hansen
Shoppers who are ready to buy should
be able to make an immediate purchase
without further navigation, while those in the
information gathering stage should be able
to read through the product features and
once fully informed make a product purchase.
The Shopping Cart
The final step is to look at the actual cart
itself. Determine if the cart page is intuitive
and simple to use and if the products are
accurately represented. Walk through the
purchase process itself – and in some cases
actually make a purchase. The ultimate litmus
test is trust – do you trust the cart?
By following these steps, you will be informed
before making your decision to support a
merchant and their products.
George Hansen is the Director of Sales and
Business Development for Digital River
oneNetworkDirect.
The Rebranding of
Affiliate Marketing
Lately there has been much talk about
how affiliate marketing fits into the overall
advertising and marketing industry. There has
also been an increased effort to bring major
brand advertisers into the space and how to
best introduce more key advertisers to the
opportunities (and profits) we can provide as
affiliates.
It has been suggested that we have outgrown
the simple term affiliate and should now call
ourselves performance marketers.
Overall, this makes sense. Few people I
encounter offline understand anything about
what it is that we do. So I conducted a small
experiment. While I was meeting with a few
people at a local business networking event,
I described my company as a performance
marketing company. Someone (thankfully)
asked, “What’s that”? So I gave the following
explanation:
“Performance
marketing is where
advertisers, working
through an agency,
place creatives with
publishers who accept
payment (generally
via a neutral tracking
network) as a result of
consumer action on the
advertising instead of an
arbitrary payment based
on possible reader/
viewership”.
By Scott Medlock
The reaction was quite interesting in that
everyone in the small group instantly
understood the model. The similarities
to traditional marketing and advertising
channels made sense to them.
They were able to associate their existing
knowledge and experience with their own
business advertising with what it is that
we do without me having to give a larger
explanation of affiliate marketing.
Then I added that 90% of what my
performance marketing company does is
online. I ended up making a couple referrals
to friends in our industry that day; businesses
that understood what we do and needed to
explore creating an affiliate program for their
companies. Scott Medlock
That experiment in self definition occurred
a couple months ago when several affiliate This would mean that online, TV, cable, radio,
tax issues were front and center. This got me and print media would be affected along
thinking about how our self definition as
affiliates has been hurting us.
with us and that we can stand united to fight
unfair and burdensome taxation.
TV stations regularly air infomercials during We’re all performance marketers. Whether a
the weekend nights on a performance basis. performance marketing affiliate, performance
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
fee plus a performance “commission” for as performance marketers to help others
coupons).
understand our businesses, create larger
opportunities with brand advertisers, and to
And why were those performance marketers help mitigate being separated, targeted, and
“left out” of the affiliate tax law proposals? taxed unfairly.
And what would happen if we describe our
industry structure in the terms of the rest of
the advertising and marketing industry? Scott Medlock is the Administrator of the
AffSpot Affiliate Forum and Blog
It seems to me (and I am not a lawyer) that
by reclassifying ourselves as performance
marketers and describing our structure like
the rest of the advertising and marketing
community, that if and when affiliate tax
legislation is being debated it would be
more difficult to separate us from the larger
performance marketing industry.
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

Become a
Master
unNetworker
By Kim Ann Curtin
I did an email intro to an old and new
friend after discovering they both lived in
Boston. But my old friend never reached
out. When I asked why, he said he didn’t
want to be stuck “hooking” the guy up with
business prospects or be a burden himself.
He’s not alone with this view point
that networking is a transactional
numbers game. This is why I advocate
unNetworking; it’s an authentic and non-
transactional way of building your Rolodex.
Think Long Tail
This is not a hat you can put on just
for events; it’s a way of life. Building
relationships with human beings is never
transactional. It means a true connection
with another. It’s better to bring home
one business card of someone you really
connect with than a stack from people
you can’t even recall. Here’s a secret:
most of the people you meet won’t be an
immediate prospect. That part comes later
once they know and trust you. Letting go
of the mindset that you must “score a deal”
will loosen you up so you can find true
connection with the people you meet.
Be Authentic
You don’t have to be a master of
34 | AUGUST 2010 | FEEDFRONT MAGAZINE
ceremonies or an extrovert. All you
have to be is kind and genuine. Be who
you are – anything else will come off as
fake. Mention how challenging it was to
even approach them if it was. When you
show your vulnerability you will be seen
as a human being, not a title. You’ll be
remembered as someone “real.”
It’s About Them
Try the host mindset. When you host a
party you aren’t focused on yourself; you’re
too busy making sure everyone else is
having a good time. When you approach
people ask them what it is that they need,
then stay connected while they explain.
Think of either who or what you know that
might assist them and then follow through.
This will set you apart from everyone.
And when it’s your turn to speak, you
know where to put the emphasis on your
offerings.
Mix it Up
Go to events or groups that you don’t
consider yourself a member of. You can
be sure to stand out since you will be the
only one of your kind, a guaranteed way to
broaden your relationships.
This last one is why I’m even here in this
Kim Ann Curtin
Thank You
Affiliate Summit East
2010 Sponsors
DIAMOND SPONSOR
TITANIUM SPONSOR
magazine. I attended Affiliate Summit
East last summer for the first time, in
spite of not being an affiliate marketer.
Relationships that began then have
now turned into friendships as well as
extraordinary business opportunities. Plus
I continue to receive an amazing education
from proven experts on how to be a more
effective online business woman. Is it
awkward to go in as a foreigner? Hell yes.
But the discomfort lasts only as long as it
PLATINUM SPONSOR
takes to introduce yourself to one person.
unNetworking is about building authentic
relationships with people that you like and
trust. Be that first and everyone eventually
will want to do business with you.
Stop by www.TheCoachShoppe.com
to schedule a free call with Kim to help GOLD SPONSOR
understand how to get your life or business
on track.
SILVER SPONSOR
BRONZE SPONSOR
 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

Podcasting 101
Session 1d
Location: Sutton Complex (South & Regent)
Time: 12:00pm-1:00pm
In this era of self-publishing, anyone – including you – can produce
a podcast (and make money doing it!) Come learn the basics of
producing, monetizing, hosting and promoting your very own podcast.
Experience level: Beginner
Target audience: Affiliates/Publishers
Niche/vertical: Podcasting
• Lisa Picarille, Consultant, LisaPicarille.com (Twitter @lisap)
(Moderator)
• Daniel M. Clark, Owner, Host, Geek Dads Weekly (Twitter @
danielmclark)
• Trisha Lyn Fawver, Client Support, For Me To Coupon (Twitter @
TrishaLyn)
• Joe Magennis, Principal, Baseballisms (Twitter @joemagennis)
(This Session is Open to Gold, Platinum, and Diamond Pass Holders Only)
Leading Advertisers Discuss Their Effective Affiliate Programs
Session 2a
Location: Gramercy Suite
Time: 1:30pm-2:30pm
Learn from some of the biggest online stores and brands on what
makes their affiliate program successful. Tips, tricks, debate, and
discussion on the future of affiliate and performance marketing.
Experience level: Intermediate
Target audience: Merchants/Advertisers
Niche/vertical: Affiliate Program Management
• Steve Schaffer, Founder & CEO, Offers.com (Twitter @
SteveSchaffer) (Moderator)
• Courtney Goldstein, Director, Online Card Acquisition,American
Express
• Darci Grum, Affiliate Marketing Manager, Sears Holding
Company
• Chris Symons, Principal, Partnerships and Alliances, Travelocity.
com
(This Session is Open to Gold, Platinum, and Diamond Pass Holders Only)
38 | AUGUST 2010 | FEEDFRONT MAGAZINE
Affiliate Summit East | 2010 Agenda
New Lead Generation Models: Social-Mobile-Viral
Simplify the Web to Achieve Your Goals Affiliate Tactics, Opportunities, and Traffic Comparisons
Session 2b
Session 3a Session 3d
Location: Murray Hill Suite
Location: Gramercy Suite Location: Sutton Complex (South & Regent)
Time: 1:30pm-2:30pm
Time: 3:00pm-4:00pm Time: 3:00pm-4:00pm
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
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.
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: Intermediate
Experience level: Beginner Target audience: Affiliates/Publishers
Target audience: Affiliates/Publishers
Target audience: Affiliates/Publishers Niche/vertical: Targeting
Niche/vertical: Lead Generation
Niche/vertical: WordPress Themes
• Chris Pearson, Overlord, DIYthemes, LLC (Twitter @pearsonified) • Kim Kaplan, Vice President, Plentyoffish
• Declan Dunn, CEO, Dunn Direct Media (Twitter @declandunn)
(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)
More Money, Same Traffic, List Building & Paths
Leveraging Profits Through Social Media Connections Affiliate Summit Newcomer Program Meetup
Session 3b
Session 2c Location: Gibson Suite
Location: Murray Hill Suite
Location: Sutton Complex (Beekman & North) Time: 6:30pm – 7:30pm
Time: 3:00pm-4:00pm
Time: 1:30pm-2:30pm
(Open to all attendees enrolled in the Affiliate Summit Newcomer Program)
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.
after you make the sale.
Experience level: Intermediate, Advanced
Experience level: Beginner, Intermediate, Advanced
Target audience: Affiliates/Publishers
Target audience: Affiliates/Publishers
Niche/vertical: Twitter
Niche/vertical: Monetization
• Warren Whitlock, Publisher, BestSellerAuthors.com (Twitter @
• Jason Akatiff, President, Coleadium Inc. dba Ads4Dough (Twitter
WarrenWhitlock)
@smaxor)
(This Session is Open to Gold, Platinum, and Diamond Pass Holders Only)
(This Session is Open to Gold, Platinum, and Diamond Pass Holders Only)
Supercharging WordPress for SEO
Seven Deadly Sins of Affiliate Marketing 2010
Session 2d
Session 3c
Location: Sutton Complex (South & Regent)
Location: Sutton Complex (Beekman & North)
Time: 1:30pm-2:30pm
Time: 3:00pm-4:00pm
WordPress provides an excellent foundation for SEO, but there are
A fast paced multi-media presentation on affiliate danger zones
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.
plaintiffs’ targets infused with useful tips and humor.
Experience level: Beginner, Intermediate
Experience level: Intermediate
Target audience: Affiliates/Publishers
Target audience: Affiliates/Publishers
Niche/vertical: SEO
Niche/vertical: Legal
• 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)
FEEDFRONT MAGAZINE | AUGUST 2010 | 39
 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.)
Opening Remarks & Keynote
Location: Grand Ballroom Suite
Time: 9:45am – 10:45am
• Jim Kukral, CEO, JimKukral.com (Twitter @jimkukral)
• Frank Luntz, Political Consultant, Pollster, and Author
(This Session is Open to All Pass Holders)
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
Niche/vertical: SEO
Niche/vertical: Google
(This Session is Open to Platinum and Diamond Pass Holders Only)
• 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)
• Frederick Vallaeys, AdWords Evangelist, Google (Twitter @
Affiliate Showcase
siliconvallaeys)
Location: American Hall 2
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)

40 | AUGUST 2010 | FEEDFRONT MAGAZINE


Social Media Marketing for Affiliates
Session 5c
Location: Sutton Complex (Beekman & North)
Time: 2:00pm-3:00pm
Session will touch on three main aspects to social media marketing:
how it works, content, and managing the process to create and run
your campaigns.
Experience level: Intermediate
Target audience: Affiliates/Publishers
Niche/vertical: Social Media
• Brent Csutoras, Social Media Consultant, Brent Csutoras, Inc
(Twitter @brentcsutoras) (Moderator)
• Kevin Henrikson, Technical Director, Henrikson Media (Twitter @
kevinhenrikson)
• Muhammad Saleem, Director of Social Media Strategy, Tribune
Media Group (Twitter @msaleem)
(This Session is Open to Platinum and Diamond Pass Holders Only)
Android Affiliate Mobile Marketing
Session 5d
Location: Sutton Complex (South & Regent)
Time: 2:00pm-3:00pm
How best to integrate your affiliate program for the mobile web &
applications along with mobile advertising & marketing options for all
devices including the fastest growing mobile platform, Android.
Experience level: Intermediate
Target audience: Affiliates/Publishers
Niche/vertical: Mobile Marketing/SEO
• Michael Martin, Owner, Mobile Martin (Twitter @googleandblog)
(This Session is Open to Platinum and Diamond Pass Holders Only)
Vertical Exchange
Location: American Hall 2
Time: 2:00pm-3:00pm
Vertical Exchange will be an opportunity for affiliates, merchants and
networks to find one another by vertical to network and work our
deals.
(This Session is Open to Gold, Platinum, and Diamond Pass Holders Only)
42 | AUGUST 2010 | FEEDFRONT MAGAZINE
Affiliate Summit East | 2010 Agenda
SEO Site Review/Clinic Why Q4 is the Year Long Season Ask the Experts
Session 6a Session 6c Location: American Hall 2
Location: Gramercy Suite Location: Sutton Complex (Beekman & North) Time: 5:00 pm-6:00pm
Time: 3:30pm-4:30pm Time: 3:30pm-4:30pm
Ask the Experts will be an opportunity for merchants, networks and
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.
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
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 Niche/vertical: Retail
Target audience: Merchants/Advertisers
• Affiliate Program Case Studies: Strategies and Practices: Melanie
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,
• 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)
(Moderator)
• Beyond Business Cards: Jen Goode, Doodler in Charge, JGoode
• Greg Boser, President, 3 Dog Media, LLC (Twitter @GregBoser) Affiliate Marketing in a Digital World Designs (Twitter @jgoode)
Session 6d
• Michael Gray, President, Atlas Web (Twitter @graywolf )
Location: Sutton Complex (South & Regent) • Effective Affiliate Payments: Alex Mifsud, CEO, EntroPay (Twitter
(This Session is Open to Platinum and Diamond Pass Holders Only) Time: 3:30pm-4:30pm @entropay)
• Explode Your Traffic With Content Marketing: Michael
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)
Location: Murray Hill Suite tips and tricks that work.
Time: 3:30pm-4:30pm • How to Avoid Becoming a Regulatory: Linda Goldstein, Partner,
Manatt, Phelps & Phillips, LLP
Experience level: Beginner
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)
conversions and improve revenue.
• Listing Building Playbook: Brian Evans, Internet Marketing
• Zahid Khan, Senior Product Manager, Amazon.com (Twitter @ Entrepreneur, DailyConversions.com (Twitter @dailyconversion)
Experience level: Intermediate
AmazonAssociate)
Target audience: Affiliates/Publishers • Long Term Facebook Strategies: Keith Posehn, President, Zorz
Niche/vertical: Marketing (This Session is Open to Platinum and Diamond Pass Holders Only) LLC (Twitter @zorzllc)
• The New Frontier for Infommercials: Affiliate Marketing!:
• Matt Mickiewicz, Co-Founder, 99designs, Flippa & SitePoint Rebecca Madigan, Executive Director, Performance Marketing
(Twitter @sitepointmatt) Association (Twitter @pmassociation)
(This Session is Open to Platinum and Diamond Pass Holders Only) • The Pay-Per-Call Opportunity: Jason Spievak, CEO, RingRevenue,
Inc. (Twitter @ringrevenue)
• Pay Per View Traffic and Techniques: Kris Trujillo, Owner, F5 Ads,
LLC (Twitter @Cashtactics)
• So I Sinned, Now What?! – Tom Cohn, Of Counsel, Venable LLP
• Using APIs to Maximize Affiliate Opportunities: Christopher
Calvi, Business Development Executive, Adknowledge (Twitter @
politivi)
• WordPress Plugins: Julia Barrett, Director, Affiliate Marketing,
Shopzilla, Inc. (Twitter @szpublisher)
(This Session is Open to All Pass Holders)
FEEDFRONT MAGAZINE | AUGUST 2010 | 43
 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
Time: 12:30pm-1:45pm
(Lunch is Open to Platinum and Diamond Pass Holders With Lunch Tickets
Only)
Affiliate Platforming: How to Attract & Retain Audiences
Session 9a
Location: Gramercy Suite
Time: 2:00pm-3:00pm
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.
Experience level: Beginner, Intermediate, Advanced
Target audience: Affiliates/Publishers, Merchants/Advertisers
Niche/vertical: Audiences
• Scott Stratten, UnPresident, UnMarketing (Twitter @
UnMarketing)
Session 9c
Location: Sutton Complex (Beekman & North)
Time: 2:00pm-3:00pm
How to transform your business and skyrocket your profits by using
the law of compounding and proven, easy to implement, incredibly
effective business strategies from my Blueprints to Profits Program.
Experience level: Beginner, Intermediate, Advanced
Target audience: Affiliates/Publishers
Niche/vertical: Business Owners
• Paul Lemberg, CEO, Lemberg + Company (Twitter @paul_
lemberg)
(This Session is Open to Platinum and Diamond Pass Holders Only)
Strategies for Marketing to Women
Session 9d
Location: Sutton Complex (South & Regent)
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
Jason Akatiff
Jason Akatiff AKA Smaxor got started in this industry 6 years ago after
buying a bizopp software package on Black Hat SEO. But it wasn’t
what was in the package that was the springboard for him into the
industry, rather, it was what was lacking. He quickly realized that
the majority of prepackaged software lacked the content & systems
needed in order to get to the next level, so he created his own! He self
taught himself PHP in order to build out his own cutting edge systems
and fill the void he saw in the space. Over the next few months, he
began assembling and training a team around him to build economies
of scale and help lessen the work burden. With this new found time, he
quickly and aggressively moved into large scale media buying with his
primary focus being in the CPA space. Today Jason owns and operates
Ads4Dough CPA Network, manages the internal media buying team,
continues to run both online and offline marketing campaigns, and is
building out quite a bit of technology.
Julia Barrett
Julia Barrett is the Director of Affiliate Marketing at Shopzilla, Inc.,
managing the Shopzilla Publisher Program. Having started with the
Shopzilla Publisher Program as project manager, leading through its
beta launch, Julia has gradually assumed responsibility of all aspects of
the program. She has overseen the design, development and launch
of many affiliate marketing products, including the release of the
program’s more robust Catalog API in 2009, and the recent release of a
content suite catering to Shopzilla’s beso.com property. Instrumental
in implementing operational process throughout the program, she has
built a team committed to providing personal, open communication
with their publishers. Julia has been with Shopzilla four years, starting
as a business analyst within Content Operations. Prior to Shopzilla,
Julia worked for Bear Stearns. Though she misses Wall Street, she is
quite happy managing shopping content distribution.
Drew Bennett
Drew Bennett is a Husband, Father, Blog Consultant, Photographer,
Traveler, Wired Kayaker and Transformers Fan. He has taken a Photo-
A-Day for 5 straight years. He blogs about his photos and his life
at BenSpark.com. BenSpark.com is a personal blog where Drew
builds community with his readers through conversation, contests
and compelling content. Drew also builds community through his
newsletters Behind The Lens where he offers his photography tips
and Personal Branding Bootcamp. Drew is constantly looking for
opportunities to expand his brand. You’ll often find him at industry
conferences and tradeshows.
50 | AUGUST 2010 | FEEDFRONT MAGAZINE
Jay Berkowitz
Jay Berkowitz is a dynamic marketing professional. He’s managed
marketing departments for Fortune 500 brands: Sprint, Coca-Cola,
McDonald’s and eDiets.com. Mr. Berkowitz is the Author of “Ten
Golden Rules of Online Marketing”, host of the Award-Winning
Ten Golden Rules of Internet Marketing Podcast and CEO of www.
TenGoldenRules.com, an internet marketing consulting agency that
helps companies get more traffic to their websites and convert that
traffic to sales with a focus on improving profit. Mr. Berkowitz is the
Founder of www.InternetMarketingClub.Org, Past President of the
American Marketing Association South Florida and a Founding Board
Member of SFIMA, the South Florida Interactive Marketing Association.
Mr. Berkowitz is a popular presenter at conferences and events such
as Affiliate Summit, eBay Live, Ad-Tech, The American Marketing
Association, Search Engine Strategies, and the CEO Executive Forum.
He is the recipient of the PR Star Award and a SOFIE Award.
Kristy Bolsinger
Kristy Bolsinger is currently employed as a Social Media Marketing
Strategist with RealNetworks in Seattle, WA. Prior to her time at
RealNetworks Kristy was working as a Social Media Marketing
Consultant and completing her MBA at Willamette University. She
maintains a social media blog and can also be found on Twitter,
Facebook and LinkedIn.
Greg Boser
Greg Boser (aka WebGuerrilla) is an internet marketing consultant
who has specialized in search engine optimization since 1996. Having
served as President of WebGuerrilla, LLC for over 10 years, Greg has
now launched 3 Dog Media, a new full service internet marketing
company that supports more client needs than traditional SEO. 3
Dog Media provides a fresh look at how to maximize Web 2.0 in any
vertical, while grasping every SEO opportunity. Greg Boser has been
quoted in Newsweek, WSJ, as well as having been a former moderator
for WMW. You may also recognize Greg from his weekly radio show
“SEO Rockstars” on WebmasterRadio.FM. Greg has been speaking in
the conference circuit since 1999. 3 Dog Media specializes in SEO,
SMM, Reputation Management and Wordpress Development.
Christopher Calvi
Christopher Calvi is part Jabberwocky, part business development
executive at Adknowledge, the largest privately owned ad network
on the Internet. With years of experience managing, selling, and using
APIs, Christopher brings a diversified perspective to his work and is
excited to be discussing the joys of RESTful web services at Affiliate
Summit. At Adknowledge, Christopher works closely with publishers
on all breeds of feed implementation including mobile, toolbar, and
web content. Prior to Adknowledge, Christopher held a variety of
positions at Shopzilla and worked on several political campaigns. He
holds a B.S. in Public Policy from Georgia Tech and lives in New York
City with his wife, Katie. You can read his blog at http://www.politivi.
com/ and follow him on Twitter @politivi.
Daniel M. Clark
Daniel M. Clark has been a resident of the Internet since 1992. He
either is or has been: a t-shirt designer, an art reviewer, a system
administrator, a video game designer and programmer, a blogger, an
affiliate marketer, a podcaster, a space cowboy, and a gangster of love.
Mostly what Daniel is right now is a work-at-home Dad, raising two
kids, ages 4 and 1 with his wife, Angela. Daniel’s podcast is Geek Dads
Weekly – www.geekdadsweekly.com – a one hour show that he does
with his partner, Joe Magennis.
Thomas A. Cohn
Tom Cohn, of counsel to the law firm of Venable LLP, is a former FTC
attorney [17+ years, NY regional director] representing a variety of
online and offline advertisers and marketers, including affiliates,
merchants and ad networks. He has spoken at Affiliate Summit West,
ad:tech SF, Meetup202NYC and numerous advertising law workshops
and conferences sponsored by Promotion Marketing Association,
Interactive Advertising Bureau, Direct Marketing Association and many
others. Tom counsels advertisers, online marketers, media companies,
ad agencies and production companies on advertising, marketing
and promotion matters, and represents them in connection with
state and federal litigation and investigations, as well as before the
National Advertising Division and other self-regulatory organizations.
He is a member of the Committee on Consumer Affairs of the New
York City Bar and the Food, Drug & Cosmetic Section of the New York
State Bar Association, and he is admitted to the bar in New York and
Massachusetts.
Clay Collins
Clay Collins is the creator of Project Mojave, a high end internet
marketing membership site with hundreds of members. Clay is known
for repeatedly helping entrepreneurs ENSURE the massive success
of their products before they spend a dime on product creation or
promotion. Clay grew up with his grandparents on a citrus farm in
rural southern California and now lives in Minnesota where he spends
much of his time backpacking, bouldering, and trying to suck less at
rock climbing.
Travis Cox
Travis Cox has been in the internet marketing field for almost five
years. He started his career at Overstock.com, where he ran the paid-
search, natural-search and email programs and helped with affiliates
for the auction site. After his time with Overstock, he joined ICON
Health & Fitness, the largest fitness equipment manufacturer in the
world. As e-commerce manager, Travis manages the Affiliate and SEO
programs and oversees all international Direct Response business.
Currently the number-one fitness affiliate, ICON runs a Direct Response
business for more than eight websites, including NordicTrack,
ProForm, Healthrider and Weider. ICON’s affiliate program is ranked in
the top 90, and during its busy season, it is one of the top 40 in the CJ
network. In November 2009, ICON implemented a successful coupon
strategy that helped increase sales by 18 percent and conversion by
more than 10 percent.
Speaker Bios
Brent Csutoras
Brent Csutoras is a seasoned Internet Marketing Consultant who
primarily specializes in Social Media, Viral Linkbait and Search Engine
Marketing strategies. Known for his work on Weird Asia News, a
popular website serving a growing audience of around a million
unique visitors a month, Brent has built a reputation as a Social Media
expert. Brent speaks regularly at some of the largest and well known
conferences, such as SMX, Pubcon, SES, and InfoPresse. He has also
been mentioned in Forbes.com, interviewed forEntrepreneur.com, and
was recently recognized as one of the Top 25 Most Influential Online
Marketers of 2008. Brent has made guest appearances discussing the
arts of Social Media and the impacts it has on Search Engine Marking
on highly popular internet marketing radio shows such as Good
Karma, Rush Hour, and Webmaster on the Roof. Most recently, Brent
was named a Senior Editor for Social Media in the SEM Journal and
awarded a SEMMY.
Aaron Dragushan
Aaron Dragushan is the founder of UpgradeMe.org, a community of
online entrepreneurs who are strapping on booster rockets to take
themselves and their businesses to the next level with a fresh new
approach to work. Aaron funded his first company with credit cards 12
years ago. It has grown to serve clients such as Reader’s Digest, CNBC
and Crest and been featured in the Wall Street Journal, PC Magazine
and the BBC News. Aaron’s businesses now run on auto-pilot, and he
takes time off to play with his kids whenever they’ll put up with him.
Declan Dunn
Declan Dunn is CEO of DunnDirectMedia, a pioneer of affiliate
programs, and also the founder of one of the first social networks
dedicated to education in 1995, recognized by Adobe in 2009 for the
Social Impact in Media Award. This combination of social community
building, affiliate marketing, and business savvy is what Declan
delivers as a New Media publisher. He is an innovator and inventor of
breakthrough marketing strategies for over 15 years on the Internet.
Dunn Direct Media is the 21st century form of direct marketing. Direct
media means using audio, video, and traditional direct marketing to
generate leads and sales. Creating copy that makes it easy for people
to get to know your company, then guiding them through your own
sales process developed to build trust and create repeatable, monthly
revenue. You will get his findings live, and will be able to apply them
directly to what you are doing now.
FEEDFRONT MAGAZINE | AUGUST 2010 | 51

Brian Evans
Brian Evans is a young and successful Internet Marketing Entrepreneur.
He blogs at DailyConversions.com, which is a blog geared at a variety
of internet marketing topics to give readers as many “ah-ha” moments
as possible. He runs a highly successful internet marketing and list
building coaching program at ListPlaybook.com. Brian is also a highly
sought out consultant, managing projects, running traffic, building
lists and generating leads/sales for some of the biggest names in the
business. He attributes his success to his constant studying of human
behavior in addition to always finding ways to build relationships with
web surfers and his readers. Brian invites anyone reading this to email
him at brian@dailyconversions.com, if you need some quick questions
answered about list building or internet marketing. He can’t guarantee
an immediate response since he’s busy consulting, blogging and
coaching students but will respond as soon as he can with some free
advice.
Trisha Lyn Fawver
Trisha burst onto the affiliate marketing scene in 2006 with no
shortage of enthusiasm. Quickly turning her passionate desire to
learn into actionable items and real results, she has managed various
affiliate programs, from lead gen to retail, B2B and B2C, both in-
house and with industry-leading outsourced program management
agencies. Trisha currently works with For Me To Coupon, an automated
affiliate coupon feed, managing projects, running social media,
and assisting clients. Trisha co-hosts a podcast on the GeekCast.fm
network, Affiliate Marketing Fanatics, with Mike Buechele. Blogging
about marketing and social media at TrishaLyn.com has set her apart
from the pack and allowed her to gain insight and expertise within the
dynamic industry of affiliate marketing.
Sara Freixa
Sara was born in Barcelona. She graduated with a law degree from
Abat Oliba before obtaining a Master Degree in New Technologies
law in ESADE. She worked with J. Isern Patentes y Marcas, SL a Spanish
trademark agency where she gained valuable experience in all aspects
of domain name work including recoveries via acquisition and filing
UDRPs. In 2005 Sara moved to New York to join the law firm Arrufat
Gracia, PLLC based in Manhattan. There, Sara gained extensive insight
into the world of American and Spanish Trade Mark law as well as in
contract law and company formations. In 2007 Sara joined Melbourne
IT where she is currently employed as a Brand Protection specialist
based in New York. Sara works with some of the biggest corporate
accounts in the world including Microsoft, Twitter, Sara Lee, Danone,
Morgan Stanley, Discovery Communications, or The New York Times.
She is highly regarded in online IPR circles for her meticulous high
quality work and her dedication client service.
52 | AUGUST 2010 | FEEDFRONT MAGAZINE
Courtney Goldstein
For the past seven years, Courtney has worked in a variety of
Acquisition and Product Management roles at American Express. Most
recently, as Director of Online Card Acquisition, she has developed
strategies to understand, attract, and engage top consumers and
small business owners through marketing channels that include
Affiliate, Display Media, and Paid Search. Specifically for the Affiliate
channel, Courtney works closely with her affiliate partners to identify
appropriate capabilities to target future best customers, design
optimal marketing language for Charge and Credit Card products, and
ensure that card members have an optimal acquisition experience.
Courtney holds a BS from The Wharton School and an MBA from
Columbia University.
Linda Goldstein
Linda Goldstein is widely recognized as one of the leading advertising
lawyers in the country. She is Chair of the Promotion Marketing
Association’s Legal and RegulatoryAffairs Committee and former
Chairperson of the Board of the Electronic Retailing Association. Linda
represents clients in every sector of the advertising and marketing
industry in advertising, intellectual property, and digital media
matters. Her practice includes review of advertising campaigns
for legal compliance on behalf of brand marketers and agencies,
representing clients in false advertising cases, and negotiating and
drafting a wide range of industry-governing agreements.
Jen Goode
Jen Goode is a multitasking entrepreneur. She is a work-at-home
mom of three, artist, social media enthusiast and “doodler in charge”
of JGoodeDesigns.com. She offers her illustration and design work
for art licensing to manufacturers and retailers and also promotes
her designs as a merchant through various print-on-demand affiliate
programs. Jen is an active affiliate in the Performance Marketing
industry, the Affiliate Summit Newcomer Program Coordinator and has
been proactive in the fight against the Ad-Tax in Colorado. Jen writes
as the Denver work-at-home mom at Examiner.com and is a member
of the PMA, COMA and CHA, the Craft and Hobby Association.
Michael Gray
Michael Gray has worked in the internet world since 1998, when he
became Webmaster for a major retailer in New York. He developed
their website strategy and grew their online sales from $100,000 to
over $25 million in annual website sales. Michael then moved into
affiliate marketing and started his own consulting firm. Michael has
worked with many businesses to develop and implement their Social
Media Strategy. He also specializes in blog development and Search
Engine Optimizations for businesses of all sizes. Michael has been a
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.
Darci Grum
Darci Grum is the Affiliate Manager for Sears.com, Sears ranks No. 7
in the Internet Retailer Top 500 Guide and is the second largest mass
merchant online, after Amazon.com. In her role she is responsible
for overseeing all revenue generated from affiliate relationships as
well as maintaining and building strategic partnerships. Darci joined
Sears in 2007 from her position at Discover Financial Services where
she also managed affiliate marketing. Darci resides in Chicago with
her husband and new son. In her spare time, Darci enjoys running,
traveling and spending time with family and friends.
Allen Hammock
Allen Hammock, a 15 year veteran of the online advertising industry,
has served LookSmart in various sales, marketing and technical roles
since 2004. In his current position as Director of Technical Sales,
Allen acts as an educator and evangelist for the company, teaching
customers and partners about LookSmart’s unique approach to search
advertising. Allen is an active public speaker, and has published several
articles on performance marketing, most recently “Search Marketing: A
Portfolio Approach” in Online Strategies magazine.
John Hasson
John Hasson works from home– usually in whatever he slept in. He
stated out as a programmer (programming and designing databases,
web applications and 32 bit apps for 15+ years) before he fell into
affiliate marketing. He has written shareware applications (one was
mentioned in Wired), GIS mapping systems, accounting systems and
of course websites. John has been doing affiliate marketing since
mid 2006. He got lucky his first month and posted a decent profit.
His third month, he lost money. Every month since then has been
profitable. Around late 2008 he started to really focus on outsourcing
his daily tasks to the Philippines. — “They just got so boring to me
(not the Philippines, the tasks.)” Currently he has plans to launch an
outsourcing service for others to hire people in the Philippines using
his same methods for training and outsourcing.
Kevin Henrikson
Kevin Henrikson has 11 years’ experience in technologist and
management positions at Silicon Valley Internet startups and public
companies including Yahoo and Openwave. He is a frequent speaker
on open source messaging, AJAX and related topics. He has a B.S. in
Engineering from UCLA.
Speaker Bios
Jon Henshaw
Jon Henshaw is a veteran of Internet Marketing and Web Design. He
started his first company in 1996, and has worked with numerous
startup companies and corporations. In 2007, Mr. Henshaw co-
founded Raven Internet Marketing Tools. Raven provides a suite of
tools that allows Internet marketers to research, manage, monitor,
and report on all aspects of their campaigns. Raven has become an
industry standard for agencies, in-house marketing departments, and
Internet marketing professionals around the world. Mr. Henshaw is
regarded as an expert in the Internet marketing industry, has written
extensively about Internet marketing, and speaks often at industry
conferences. He’s been quoted and mentioned on Monster.com,
Website Magazine, Houston Chronicle, CNET News, and Search Engine
Journal. He also developed and taught Internet marketing courses
for the University of San Francisco, and been the guest speaker at
universities, including Vanderbilt’s prestigious Owen Graduate School
of Management.
Rae Hoffman
Eight years ago Rae started a small website about her son and
his medical condition that became one of the first international
support groups and largest website in general on the topic. It earned
national media coverage and helped further medical research in
the field. Investigating ways to support that site, she found affiliate
marketing and became one of the most well known voices in the
affiliate landscape and organic search engine optimization. Today,
her current area of research is site auditing and advanced organic
link development techniques relating to all of the major engines. Ms.
Hoffman is the Principal of Sugarrae SEO Consulting. She also owns
numerous successful personal websites on a wide range of topics.
Kristopher B. Jones
Kristopher B. Jones is well-known throughout the search-engine and
affiliate marketing community as a true pioneer and leading voice on
trends and strategies for effective online marketing. An accomplished
best-selling author (www.amazon.com/pepperjam), Kristopher is the
former President of Pepperjam Network, a next generation affiliate
network recently acquired by GSI Commerce (NASDAQ – GSIC). Under
Kris’ leadership Pepperjam, the company he founded in 1999, was
a three-time Inc. Magazine fastest growing company. Kristopher
was recognized in 2005 as an Entrepreneur of the Year by Bank of
America and as one of the “Top 20 Business Leaders in Northeastern,
Pennsylvania under the age of 40. Kristopher previously worked as a
senior staff member to Congressman Paul E. Kanjorski (PA-11) and is
a frequent speaker at conferences including Search Engine Strategies
(SES), eTail, ERA, and Affiliate Summit, among others.
FEEDFRONT MAGAZINE | AUGUST 2010 | 53

Tim Jones
Tim Jones has been working with internet projects and affiliate
marketing for the last 8 years. Tim is the co-founder and CEO of
DestinationsInFlorida.com; a travel site that focuses on the number
one travel destination in the world, Disney World. This company
revolutionized the way Disney travel is sold. He authors several
blogs and maintains several affiliate marketing sites, including
TheRealTimJones.com. Tim attends and speaks at many conferences
including Affiliate Summit, and BlogWorldExpo.
Kim Kaplan
Kim Kaplan is VP at Plentyoffish, where she leads POF’s business
development and ad monetization strategy. With over 2.5 billion
impressions a month, POF is the world’s largest online dating site,
requiring significant informational and relationship management to
optimize ad revenue. Having been involved in the marketing industry
from both an agency and client capacity, Kim has managed multiple
sides of the Media matrix. Kim holds a BAH from Queens University
and a Masters in International Business from UNSW in Sydney,
Australia. Previous speaking engagements include: AdTech/AdSpace
2009 ‘AdSense Rockstar Keynote Panel’, iDate 2010, Affiliate Meetups
throughout North America.
Bennet Kelley
Bennet Kelley is founder of the Internet Law Center and has been
described by an affiliate publication as “one of the top ten qualified
attorneys in internet law.” He has considerable expertise in online
advertising having worked as in-house counsel and chief privacy
officer for internet advertising and e-commerce companies such as
ValueClick and Hi-Speed Media. He currently represents many clients
in this space in the United States and Canada. Bennet is Co-Chair of
the California Bar Cyberspace Committee and has played a leading
role in shaping internet law and policy having testified and lobbied on
internet issues in Washington and Sacramento and leading the effort
to develop a cyberspace primer for incoming state lawmakers. Bennet
is a regular on Webmaster Radio’s InBoxed and his firm’s newsletter,
Cyber Report, was named one of the top 100 Internet law resources
and recognized by the Los Angeles Press Club.
54 | AUGUST 2010 | FEEDFRONT MAGAZINE
Zahid Khan
Zahid is a Product Manager with Amazon Associates, Amazon’s
world-wide affiliate network. Zahid has been with Amazon for close
to 4 years and has been instrumental in conceptualizing, designing
and delivering Amazon Widgets – rich, interactive displays that bring
Amazon.com functionality to your website. Zahid has been closely
involved in launching a dazzling array of widgets including MP3 Clips,
Carousel, Your Video Widget and more. With his deep technical and
business understanding of widgets, Zahid is intimately familiar with
the dos and don’ts of rich media advertising. Before Amazon, Zahid
was a technical analyst in the higher education software domain and
a senior applications engineer with Oracle Corporation. He has earned
a master’s in Computer Science from Stanford University and has a
bachelor’s degree from Georgia Tech.
Gary Kibel
Gary Kibel (gkibel@dglaw.com) is a partner with the law firm of
Davis & Gilbert LLP (www.dglaw.com). He practices in the areas
of New Media, Advertising/Marketing and IP law. Gary regularly
counsels clients with respect to issues such as interactive advertising,
search marketing, affiliate marketing, enterprise technology
implementations, contextual/behavioral advertising, privacy
and security, gaming, content licensing, wireless services and
entertainment, joint ventures, copyrights, trademarks, corporate
matters and laws affecting the Internet. Davis & Gilbert is widely
regarded as the premier law firm in the U.S. representing advertising,
marketing and promotions agencies, from specialized shops to
the largest advertising holding companies in the world, and also
represents prominent technology and entertainment companies,
marketers, and advertising trade associations. Prior to becoming an
attorney, Gary was an Information Systems Analyst with Merrill Lynch.
Kristin Kinsey
Kristin Kinsey is the founder of MadHatter Consulting, Inc., through
which she manages affiliate programs for clients such as SleepyHeads.
com, SigningTime.com, LiLash.com, and BadBoy.com. Kristin’s
philosophy of combining smart marketing savvy with strong ethics
has won her the respect of merchants and affiliates alike. She holds a
degree in New Media Arts and Sciences from Indiana University, and
Applied Computer Science from Purdue University. Kristin also holds a
key position on her local Rainmaker Advisory Board.
Paul Lemberg
Paul Lemberg figures out ways for business owners to make more
money. He has been doing that for about 17 years, working with dozens
of Fortune-100s and hundreds of small business CEOs, to double,
triple, and sometimes grow profits more than 10-fold. Over the last few
years, his small-business clients have pocketed more than $300 million
in profits and cash from selling their companies. Paul launched his
first software company with a partner and $3,000 of credit card debt,
selling it three years later for just under ten million dollars. He then
launched another company, this time selling to a large German Bank.
After spending the next five years as corporate and market strategist
for technology giants like IBM, EDS and HP, he started advising business
owners and entrepreneurs. Paul is the creator of blockbuster business
growth programs FormulaFIVE and Blueprints To Profits, and is the
author of the best-seller, Be Unreasonable.
Rebecca Madigan
Rebecca Madigan is Executive Director of the Performance Marketing
Association, a non-profit trade association formed to connect, inform
and advocate on behalf of this rapidly growing industry. The PMA
strives to raise the profile of performance marketing by demonstrating
the value of this multi-billion marketing channel.
Joe Magennis
Joe Magennis is the host of the Cover the Bases podcast series for
Baseballisms.com. Joe speaks with the authors of books on baseball,
diving into their motivation for writing books about our National
Pastime, as well as and in depth look at the subject matter they have
pursued. He co-hosts a social media podcast called The Bella Buzz
and appears on the GeekCast.fm network as an original member of
the Geek Dads Weekly podcast. Joe has been involved in web based
initiatives since 1998 as a founding partner of the Atlanta based
marketing agency Fluid Media Inc.
Peter Marinello
Peter C. Marinello is the Director of the National Advertising Review
Council’s (“NARC”) Electronic Retailing Self Regulation Program
(“ERSP”) and a Vice President of the Council of Better Business Bureaus,
Inc. (“Council of Better Business Bureaus, Inc.”). Before joining NARC
in July 2004, Peter had been the Associate Director at the National
Advertising Division of the CBBB (“NAD”) since 2000 and a Senior Staff
Attorney with NAD since March of 1993. Peter has written over 500
self-regulatory decisions on various advertising topics and products
including nuclear energy, 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.
Speaker Bios
James Martell
Recognized as a leading expert in affiliate training, James is President
of Net Guides Publishing Inc. and author of the top selling “Affiliate
Marketers Handbook.” A sought-after speaker, James has presented at
Commission Junction University, Affiliate Summit, The System Seminar,
Digital River Lab, and more. He is also the host and creator of both “The
Affiliate Buzz” (the 1st and longest running Affiliate Industry Podcast)
and “Coffee Talk,” a series of interviews with Industry Experts. James
relies on outsourcing for the creation of his websites, graphics, articles,
podcasts, and video in order to streamline his business, enabling him
to break away from the daily grind. He credits this “autopilot” for the
success and freedom he now enjoys. His latest project, the Affiliate
Marketer’s “SUPER Boot Camp,” is a collection of 26 recorded lessons,
hours of audio, scheduled online events—such as live Q&A sessions—
and a vibrant 24/7 members only forum.
Michael Martin
Michael Martin is the Owner of Mobile Martin based out of San Diego
California. Michael graduated from UMass Dartmouth with a Computer
Engineering degree and a minor in German plus attaining a PMP
certification from the Project Management Institute. In his 10+ years
of Internet Marketing experience he has project managed & overseen
the online marketing improvements to such sites for SC Johnson, IGN,
Avaya, Road Runner Sports, Deepak Chopra, Trump Properties, The
Active Network, Resource Nation, as well mobile marketing news at
Mobile Martin – http://www.mobilemartin.com/. Michael Martin is
also on the SEMPO Education Committee & previously spoken at SMX
Advanced, SMX East, SMX West, SES New York, SES Chicago, WordCamp
LA, Affiliate Summit West, The San Diego Google Technology User
Group (GTUG), several PubCons, as well the PMI Project Management
Institute Annual Conference.
Tricia Meyer
Tricia Meyer is the owner of MeyerTech, LLC, which consists of various
internet properties including a loyalty site (Sunshine Rewards), a
blog for moms (Helping Moms Connect), and a number of niche sites
(notably BuyTwilightStuff.com, ChocolatePicnic.com, WimpyKidStuff.
com, and WOWPstuff.com). She spends the majority of her time
marketing to women through her different sites as well as the Twitter
accounts and Facebook pages associated with them. Tricia is a graduate
of Ball State University and the Indiana University School of Law,
Bloomington.
FEEDFRONT MAGAZINE | AUGUST 2010 | 55

Matt Mickiewicz
Matt Mickiewicz is the co-founder of 99designs, Flippa & SitePoint.
99designs has been featured on “Good Morning America”, NY Times,
CBS News, The Economist and dozens of other major news outlets. The
company was named into Entrepreneur Magazine’s “Brilliant 100″ list
in 2010 for revolutionizing and disrupting the graphic design industry
with its unique crowdsourcing model. Flippa.com is the Internet’s
most popular marketplace for buying and selling websites. Over $37
million in transactions have occurred, with upwards of $100,000 in
daily deals happening between website buyers & website sellers.
Alex Mifsud
Alex Mifsud is Co-founder and Chief Executive Officer of Ixaris Systems,
Ltd. Under its EntroPay brand, Ixaris offers one of the most cost-
effective, convenient and rapid means for businesses and consumers
to make safe online purchases and to send instant payments around
the world. Prior to Ixaris, Alex worked with the Technology Practice of
Arthur D Little, the global management consultancy, where his clients
included blue-chip companies such as Telia, VW Group, Granville
Baird and 3i. Alex holds a Bachelor in Electrical Engineering from the
University of Malta and a Masters and PhD in Computer Science from
the University of Edinburgh. He previously headed the Department of
Computer Science and AI at the University of Malta.
Kate Morris
Kate Morris is an SEO Consultant at Distilled Consulting in Seattle,
WA. Kate specializes in Paid Search (PPC), Natural Optimization
(SEO), Landing Page Optimization (LPO), and Social Media Marketing
(SMM). Kate blogs regularly at KateMorris.com, SEOmoz, and Distilled.
co.uk. Due to great friends and a love for teaching others, Kate began
speaking late 2008 at SMX East 2008. At PubCon 2008, Kate did a panel
for Landing Page Optimization and an SEO site clinic. She has since
spoken at PubCon South, SMX London, Affiliate Summit East, Affiliate
Summit West and PubCon Vegas on various SEO, PPC, and LPO topics,
as well as some on social media marketing utilizing Twitter.
Murray Newlands
Murray now runs his own business and manages a wide range of
clients to grow their businesses and optimize their advertising ROI.
Affiliate Heat is an affiliate network specializing in Lead Generation
in the UK and USA. Murray provides online PR and Social media
consultancy to Affiliate Networks and a broad range of International
companies.
56 | AUGUST 2010 | FEEDFRONT MAGAZINE
Laura Parvey-Connors
For the past five years, Laura Parvey-Connors has honed her marketing
expertise as, at various points, Media Designer, Creative Lead, and
Graphic Designer at Vanns.com – an authorized online retailer
for consumer electronics. However, her interest in marketing was
broader than her job duties, so she created Meld Media, LLC to work
with clients independently on a wide array of projects. In addition,
she recently took on the online management of a new publication
created for mothers, www.mamalode.com. Laura’s background with
several start-ups taught her the value of being a “Jill of all trades” and
maintaining longterm vision while working within the current reality.
Laura’s experience spans almost the entire marketing spectrum from
strategy and implementation to design and layout to fine-tuning the
programming code. A graduate of the University of Montana, Laura
has a degree in print journalism with a minor in media arts.
Rey Pasinli
Rey Pasinli is one of the merchant service industry’s foremost
experts on internet fraud and security. With nearly twelve years of
industry experience, he has successfully managed over 7,000 internet
campaigns. As Executive Director of Total Apps Inc., Mr. Pasinli is
responsible for identifying and developing emerging fraud scrubbing
technologies to improve the security of each client’s processing. Mr.
Pasinli currently collaborates with former government officials, the
top executives at multiple processors along with prominent internet
marketing organizations, to establish underwriting protocols, fraud
detection and prevention programs along with implementation of
today’s most robust fraud scrubbing technologies. Clean processing is
less problematic and more profitable over the long term for everyone
involved. He holds a Bachelor of Science degree in Mechanical
Engineering from California State University Fullerton and a MBA from
Pepperdine University.
Chris Pearson
Software developer, Web ninja, problem solver, and infinite talker.
Lisa Picarille
Lisa Picarille is a consultant specializing in the online marketing,
branding, social media and content creation. Previously, she was
the Publisher and Editor-in-Chief of Revenue Magazine. Currently,
she co-hosts the popular Affiliate Thing podcast with Shawn Collins
and is a regular panelist on The Spew, a podcast about women in
online marketing. Lisa is a veteran journalist who began her career
as a professional sports writer in Boston. She has also headed the
news departments Wired.com, TechWeb.com, TechTV.com and
CRN.com. Her work has appeared in Rolling Stone, CRM Magazine,
PCWeek, MacWeek, Computerworld and InfoWorld. Lisa is a frequent
speaker at industry conferences including Ad: Tech, the LinkShare
Symposium, Affiliate Summit, Web 2.0, Blog World Expo, and the Social
Media Marketing Summit. She is a founding board member for the
Performance Marketing Alliance and the 2008 winner of LinkShare’s
Golden Link Award for Most Vocal Performance Marketing Advocate.
Scott Polk
Scott Polk has built his expertise as a knowledgeable and experienced
Search Engine Optimization strategist for more than 11 years. He is
currently working as the Senior SEO Analyst/SEO Evangelist at Bruce
Clay, Inc in Simi Valley, CA. Scott concentrates his resourcefulness and
skills on the diversified aspects of Search Engine Optimization for
clients, where he’s earned the distinction of consistent top rankings in
all major search engines. He is consistently involved in technologies
that maximize usability and accessibility when optimizing/developing
large web sites as well as identifying problems and solutions that
result in major cost saving strategies. Highly successful and respected
within the Search Engine Optimization communities, Scott has
consulted and been employed by successful internet companies such
as: Edmunds.com, AT&T Wireless, ABC News (local),Turner Properties
(PGA/PGA Tour, Spoerts Illustrated, etc …) and numerous others.
Michael Pomposello
Michael has spent the past two years helping businesses grow their
web presence using the power of content marketing. He is always
enthused to talk with businesses and affiliates about leveraging
quality, unique content to build traffic and authority in a niche. While
Michael cannot express his passion for content marketing enough, he
anticipates being able to share his knowledge on the topic with others
who are interested.
Keith Posehn
As a professional in the online world with over 16 years experience,
Keith has developed extensive and unique expertise in the
development of online businesses in the e-commerce, social
media and mobile spaces. His early experiences were in web page
development and video game production. Keith next moved into
consulting with e-business clients as well as consulting for the
Sacramento Angels. In 2008 Keith founded Zorz, an online marketing
consultancy providing performance marketing solutions for clients in
the web and mobile spaces.
Dush Ramachandran
Dush Ramachandran is the Vice President of Sales & Business
Development for ClickBank. Ramachandran joined ClickBank in 2005
and is responsible for ClickBank’s sales activities and alliances with
affiliate and vendor organizations worldwide. He holds a B.S. in Physics
from St. Joseph’s College, Bangalore University and an M.B.A. from the
Indian Institute of Management. Prior to ClickBank, Ramachandran
was VP of International, Global Alliances and Business Development at
Requisite Technology. In this position he was responsible for building
out Requisite’s International Operations and leading the company’s
relationship with SAP, Atos Origin and Mitsui, all of which accounted
for a substantial portion of Requisite’s revenue. He joined Requisite in
1998 through its acquisition of Antaeus Systems Inc., where he was
the President, CEO and Founder. Prior to Antaeus, Ramachandran was
President and CEO of Conceptual Technologies.
Speaker Bios
Wil Reynolds
Over the past 10 years, Wil Reynolds has dedicated himself to doing
two things well: driving traffic to sites from search engines and
analyzing the impact that traffic has on the bottom line of companies.
Wil’s career began at a web marketing agency in 1999, where he
spearheaded the SEO strategies for companies like Barnes & Noble,
Disney, Harman Kardon, Debeers, Doubleclick, Hotjobs, and Mercedes
Benz USA. For the last 6 years, Wil and the team of search professionals
at SEER Interactive have been assisting clients in maximizing their
visibility and sales using search engines in both SEO and SEM. You
can catch Wil speaking with anyone who wants to learn about search,
whether it is in a coffee shop or a major conference, it just runs
through the veins! His goal at every speaking engagement is simple:
Make sure everyone walks out with at least 1 new piece of information
or perspective on an SEO topic.
Kim Riedell
Kim Riedell oversees publisher client account management
nationwide and advertiser client account management on the east
coast for Commission Junction. She joined Commission Junction
from BeFree when the two companies merged in 2003 and has
since managed account teams to consistently and strategically grow
client revenue. Prior to Commission Junction, Riedell was a director
at Student Advantage and has held numerous sales and marketing
positions at Lightbridge and MCI Telecommunications. She has a
bachelor’s degree from the University of New Hampshire and an MBA
from the Simmons College School of Management.
Adam Riemer
Adam is the founder of Adam Riemer Marketing, LLC. (ARM). Adam has
over 10 years of online marketing experience and is the trusted source
for Strategy, Campaign Creation & Execution for companies from
the Fortune 500 to Mom & Pop Shops. Adam has spoken and been
booked on panels internationally at various conferences & events.
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
Optimization, Channel Development, Sales Funneling, Online Strategy,
User Experience & Conversion Rate Optimization & more. Prior to
starting ARM, Adam worked in house at various Inc. 500 companies.
He played a key role in the strategy & the implementation of their
campaigns helping them grow into multi-million dollar corporations.
Adam would like to invite you to join his managed programs as well
as contact him at adamr(at) adamriemer (dot) me if he can help with
your Marketing.
FEEDFRONT MAGAZINE | AUGUST 2010 | 57

Steve Rosenbaum
Steven Rosenbaum is the CEO of Magnify.net – the fastest-growing
video curation platform on the web today. Magnify allows web sites,
media companies, and content entrepreneurs to aggregate and curate
web video from a wide variety of web sources. Currently Magnify.net
publishes over 67,000 channels of Curated-Consumer Video, and is
working closely with a wide variety of media makers, communities,
and publishers in evolving their content offerings to include content
created by, sorted and reviewed by community members. Rosenbaum
is a serial entrepreneur, Emmy Award winning documentary
filmmaker, and well know innovator in the field of user-generated
media creation, aggregation and curation. Rosenbaum’s MTV Series
“UNfiltered” is widely regarding as the first successful US commercial
use of User Generated Video (UGV) in mass media.
Oliver Roup
Oliver has over 15 years of experience solving market inefficiencies
and consumer problems through smart technology. Prior to founding
VigLink, he was a Director at Microsoft in charge of product for
various media properties including XBOX Live Video Marketplace,
Zune Marketplace and MSN Entertainment. Oliver was also an early
employee at Internet Radio pioneer Echo Networks and has worked
for Paul Allen at Vulcan, for iPlayer at the BBC and for the Founders
Fund. Oliver has issued and pending patents covering micro-
transactions, media and metadata. He received his Bachelors and
Masters in Computer Science from MIT and his MBA from the Harvard
Business School.
Steve Schaffer
Steve Schaffer is the founder and CEO of Vertive, Inc. and Offers.com.
The award-winning Offers.com is the first place to go for all the best
offers – from online coupons & deals to travel and service offers. The
site combines intuitive categorization and design with unique editorial
content. Updated daily, Offers.com provides 14,000+ offers from
3,000+ merchants in 175+ categories. Vertive was founded by Steve
Schaffer in 2003. Steve has been involved in the Internet industry since
1995 and is an active speaker at industry conferences. Offers.com is
a charter member of the Performance Marketing Association. Prior
to Vertive, he spent 10 years in product management and marketing
roles at companies including eRegCard and Symantec. Steve is a
graduate of The University of Texas at Austin with a bachelor of
business administration in finance.
58 | AUGUST 2010 | FEEDFRONT MAGAZINE
Eric Schechter
As Clickbooth’s Social Media Manager, Eric Schechter works hand in
hand with industry bloggers and the company’s top publishers on a
daily basis. In just over a year, Eric has helped the company create a
powerful social presence on the web, and by utilizing Social Media,
has built a strong community of bloggers and affiliates. As the editor
of the Clickbooth blog, Eric continues to provide readers with relevant
and insightful posts on Social Media, Affiliate Marketing, and Industry
News and Trends. You can connect with Eric on Twitter at twitter.com/
EricSchechter or on his personal blog EricSchechter.com.
Jeremy Schoemaker
From unemployment to eight figures in only four years, Jeremy
“ShoeMoney” Schoemaker is a blogger’s “American dream.” Starting
with absolutely no capital, he educated himself and began building
ecommerce sites to earn revenue. During this time, he started
blogging his experiences at Shoemoney.com and then used the blog
to springboard new companies like Auctionads, which had one of
the most impressive launches of any online advertising company
ever. Jeremy continues to launch new startups and also chronicles his
adventures on his blog.
Melanie Seery
Melanie Seery is the President/Founder of Affiliate Advocacy, the
organization which grew from the advocacy work that earned her the
Affiliate Marketing Advocate 2009 Affiliate Summit Pinnacle Award
and the ShareASale Industry Advocate Performance Award 2008.
Co-chair of NY Affiliate meetings and speaker at industry events in
2008, 2009 and 2010, she continues to work on ways to improve
the industry for everyone through education and addressing critical
industry issues including the representation and protection of ethical
affiliates and merchants. She believes that all affiliates, merchants
and networks need to have voices. Also the owner of NYAffiliateVoice,
Melanie continues to speak out on various industry issues including
the internet tax issues. Melanie is also involved in several community
service projects including raising awareness, acceptance and
understanding of children with health challenges and serves as a
volunteer tutor in reading and math for both children and adults.
Carolyn Shelby
Carolyn Shelby has been involved in developing and marketing
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.
Speaker Bios
Jason Spievak Scott Stratten
Prior to founding RingRevenue, Jason was a Director and Scott Stratten is the President of Un-Marketing.com. He is an expert in Viral,
Chief Financial Officer at CallWave, Inc. (CALL), a voice-over- Social, and Engagement Marketing which he calls Un-Marketing. Almost
internet software and service provider. Jason led CallWave’s 50,000 people follow his daily rantings on Twitter and was voted one of the
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-
team that delivered 12 consecutive quarters of revenue thon raised over $16,000 for child hunger, in less than 12 hours. His book
growth, profitability and positive cash flow with more than “UnMarketing: Stop Marketing. Start Engaging” is due to hit the shelves in the
750,000 paid subscribers. Prior to CallWave, Jason was Vice Fall of 2010 from Wiley & Sons. His clients’ viral marketing videos have been
President of technology M&A in Broadview’s Silicon Valley viewed over 60 million times and has generated massive profits both for in
office, where he was the execution lead on more than $1.25 house products and affiliate promotions. One of the movies was chosen by
billion in successful transactions. Jason has also held product the Chicago Bears as their biggest motivator towards their Super Bowl run a
management roles with Nextel Communications and with few years ago, while another made their client over $5 million in 7 days. He
Netopia (NTPA), where he helped the company complete its recently appeared in the Wall Street Journal, Mashable.com, USA Today, CNN.
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.
School at Northwestern University and his BA from UC Santa
Barbara.
Joe Stepniewski
Joe Stepniewski is the co-founder of Skimlinks.com, a leading
content monetization solution for online publishers. Multi-
award winning Skimlinks helps thousands of publishers earn
an easy incremental revenue stream from affiliate marketing.
Skimlinks works by aggregating 23 affiliate networks and
7,500+ merchant programs, converting product links in
publisher’s content into affiliate links automatically. Additional
tools help content creators add relevant links easily, ultimately
improving the monetization of their content without
affecting user experience or compromising editorial integrity.
Joe previously founded SiteRefinery, an ‘internet property
development’ startup which acquires under-performing
websites/domains and redevelops their traffic, functionality
and monetization, from his background as an affiliate. Joe is
a self-confessed geek based across the pond in London, but
keeps sane by enjoying the avocados, sun and beaches of his
hometown Sydney.
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


By Lee Brignell-Cash
Product Feeds Can Do What?
A well-structured and accurate product
feed can be an extremely important
source of revenue for eCommerce
retailers. Applications of product feeds
in online marketing have increased
significantly in recent years to create
brand new revenue streams.
While product feeds have been used in
price comparison and affiliate marketing
for several years, marketers are now
realizing the huge potential that can
be unlocked by applying their data to
other online marketing channels. Those
that have invested in feed marketing
are seeing fantastic returns in both KPIs
as well as increased efficiencies in their
processes.
So, if this area of online marketing is
delivering results, why isn’t everyone
doing it and why isn’t there a stream of
research papers analyzing the returns?
Well, there are three main factors that
are currently slowing feed marketing
projects down:
1. Quality of merchant data feeds:
While product feeds play an important
role in partnerships, their actual
production is often seen as a lower
priority and feed quality suffers as a
result.
2. Perceived complexities of dealing
with data files: The most important
considerations should always come
back to the business goals and
application, so don’t leave it all to
Information and Communication
Technology staff.
3. Education and best practice
guidance in the marketplace: There are
very few resources available to help you
64 | AUGUST 2010 | FEEDFRONT MAGAZINE
Lee Brignell-Cash
determine your strategy and execution
with product feed marketing.
So what applications exist for marketers
who want to make use of their product
data? As previously mentioned, price
comparison or comparison shopping
engines are powered entirely by product
feeds and give us a very good example
of a well defined use, as well as how data
feeds allow affiliates to create innovative
and useful representations of merchant
data to convert sales.
Google Product Search is another
application of product feeds and is often
one of the first product feeds that a
merchant will produce and utilize (free
traffic!). The issue here can often be that
once a merchant has produced a feed
to integrate with the Google Merchant
Greg Rollett
Center platform, they will seek to use the
same format for other applications.
E-mail marketing tends to take a back
seat in most conversations about
innovative online marketing. However,
by merging eCRM and data feeds you
can create very powerful, tactical e-mail
campaigns aligned with your general
product marketing strategy.
Most online retailers have tried some
kind of behavioural retargeting or
contextual advertising. Again, the use
of feeds here can significantly improve
interaction and conversions of online
display advertising when combined with
these powerful techniques of targeting
users.
As data feeds are simply representations
of your products that you sell on your
sites, iPhone and Android apps can be
easily constructed if you have a well
formatted feed.
Look at your own business environment
and determine how feeds fit in with your
particular environment. Happy feed
marketing to you.
Lee Brignell-Cash is the Co-Founder and
COO of FusePump Ltd.
Utilizing Mobile
Ads in Affiliate
Marketing
By Michael Grabowski
The term mobile advertising often leads to
confusion as it has different meanings to
different people.
Mobile advertising can be accomplished in a
variety of ways: SMS (Short Message Service),
MMS (Multimedia Messaging Service),
Bluetooth, infrared, in-game/app marketing,
LBS (Location-Based Services), and mobile
web.
However, I am focusing on CPA offers
on mobile web for their growth rate and
targeting ability.
Mobile web advertising is a hybrid of
traditional banner, search advertising, and
PPV (Pay Per View), in that it is interruption
marketing.
As with PPV, the user is seeking a specific
bit of information, such as movie times or
weather. If you are getting in the way of these
activities, you better have something good
to say.
Affiliate marketers who use paid traffic
often rely on PPC (Pay Per Click). They learn
customer behavior in one circumstance and
then have a difficult time moving from PPC
to another method, as it requires a different
mindset.
So why move into mobile web advertising?
It’s a relatively untapped traffic source bound
to grow as mobile web becomes the standard
and feature phones (non-smart phones) die
off. Worldwide mobile advertising was $2.6
billion in 2007 and is projected at $19.1 billion
by 2012, according to eMarketer.
So what works on the mobile web? CPA offers
that require limited user interaction, such
as zip/email submits, mobile coupons, and
downloads.
It’s unlikely an iPhone user is going to fill
out a ten-field form or enter their credit card
information. The focus is quick interaction to
generate an action.
As with PPC, PPV, and media buys, tracking
what converts is essential. It has been
said a million times before, but I still see
people direct linking without any tracking
whatsoever. “Track, analyze, and regroup”
should be your motto.
To get started, the big three PPC engines
have their own mobile ad offerings, and in
recent months each have bought out smaller
networks.
You’ll want to begin where the traffic is, so
start with a network like AdMob or AdWords
(iPhone and rich media targeting setting) and
FEEDFRONT MAGAZINE | AUGUST 2010 | 65
Michael Grabowski
then scale out to other sources once your
learn the ropes. You do not want to start at a
smaller network first, as you’ll need enough
data to understand the mobile demographic.
Many networks allow you to target by
variables such as operating system, type of
connection (cellular vs. WiFi) and geographic
location. This type of targeting opens up a lot
of options for you as the advertiser.
Take geo-location, for example. Local lead
generation could be a real possibility using
this method.
The focus for your campaigns should be
simple and clear. Think about the intent
of a mobile web user as they often are not
just browsing but searching for specific
information.
Your goal is to make your information what
they are looking for.
Mobile web and other mobile marketing
methods are at the very early stages
of development and getting in now is
paramount.
Michael Grabowski is an affiliate marketer, and
you can find him on Twitter @mgrabowski.

Niche Websites - David Beats Goliath
Interviews with Wacky Planets,
YesStyle and Historic Newspapers
By Ryan Gilbert
How can you be completely outgunned,
outmatched, and outnumbered and
still win? If you are a niche site, there
are ways and means of beating the
big brands by the clever use of affiliate
marketing tactics.
We interviewed niche sites YesStyle
(yesstyle.com), Historic Newspapers
(historic-newspapers.co.uk) and Wacky
Planet (wackyplanet.com), who have all
seen their businesses skyrocket by over
70% in the last year, to discover how they
have beaten bigger, more established
brands.
What are the advantages of being a
niche site?
‘There are many advantages that a well-
run large company has over the smaller
niche company, including financial
and staff resources, economies of scale
and an ability to bundle products into
a single offering. However, a major
disadvantage, particularly within the
affiliate space, is their inability to respond
quickly. To give you an example, YesStyle
can respond faster to an affiliate bespoke
request than a big brand can, because
with a bigger brand there will be more
bureaucracy, processes, technical
development pipelines and sign-off
requirements to go through.’ Stefan
Janssens, Internet Marketing Manager for
YesStyle
It has been argued that the Internet is a
price leveler and niche sites can compete
side by side against big brands. How true
is this?
66 | AUGUST 2010 | FEEDFRONT MAGAZINE
Ryan Gilbert
‘This is very true in our case. Our Historic
Newspapers site is a true niche; it offers
one product and can be termed as a
‘Cash Cow’. The advantages of such a
niche site over a large ecommerce site
is instant recognition, high conversion
rates (4 – 8% depending on season), low
maintenance and once PPC campaigns
are mature they just need administration.
We can command higher sell prices on
a niche site as historic newspapers has
the largest collection of newspapers
in private hands.’ Jim Kinloch, Online
Marketing Manager for Historic
Newspapers.
Big brands offer trust and reliability over
niche sites. Building a brand takes time.
Brian Solis
How big a challenge is this for sites like
you?
‘I disagree with this assumption. Niche
sites can build a high level of confidence
by employing technology and processes
with recognized ‘safe shopping’ kitemarks
e.g.: the BBB logo. A website is a website
and as long as the website promotes
itself with recognized safety symbols, a
customer will purchase. If the offer to
the consumer is good and your products
really are not widely available, then
success will follow. Moreover, customer
care can be more easily achievable in a
small organization if you are prepared
to add the personal touch that so many
big businesses have now lost. In fact
we have a high level of repeat business
from customers and an email database of
50,000 registered users.’ Arthur Berman,
Founder Wacky Planets
In a May 2009 New Yorker article, ‘How
David Beats Goliath’ bestselling author
Malcolm Gladwell makes the point that
“Effort can trump ability.” He writes, “We
tell ourselves that skill is the precious
resource and effort is the commodity. It’s
the other way around as niche sites are
proving via affiliate marketing.”
Ryan Gilbert is Webgains Director USA.
Social Media’s Rules of
Engagement
Social media is reinventing marketing,
communications, and the dissemination
of information. While businesses now have
access to these rich channels, the true
promise of social media lies in the direct
connections between people who represent
companies and the people who define
markets of interest.
The devices we employ, the intentions that
motivate engagement, and the value we
offer dictate the significance of the brand-
specific social graphs we weave. It’s a simple
investment in either visibility or presence.
In social media, just like in the real world,
presence is felt.
As social media continues to evolve, defining
the “rules of engagement” will encourage
thoughtful interaction that benefits the
business, brand, customer, peers, and
prospects at every touchpoint.
The following is an outline of best practices to
help you craft a practical set of rules to guide
representatives as they engage.
1. Discover all relevant communities
of interest and observe the choices,
challenges, impressions, and wants of the
people within each network.
2. Participate where your presence is
advantageous and mandatory, don’t just
in your own domains (Facebook Brand
Page, Twitter conversations related to your
brand, etc.)
3. Determine the identity, character, and
personality of the brand and match
it to the persona of the individuals
representing it.
4. Establish a point of contact who is
ultimately responsible for identifying,
trafficking, or responding to all things that
can affect brand perception.
5. As in customer service, representatives
require training to learn how to respond
in a variety of scenarios. Don’t just put the
person familiar with social networking in
front of the brand.
6. Embody the attributes you wish to portray
and instill. Operate by a code of conduct.
7. Observe the behavioral cultures within
each network and adjust your outreach
accordingly.
8. Assess pain points, frustrations, and
also those of contentment to establish
meaningful connections.
9. Become a true participant in each
community you wish to activate. Move
beyond marketing and sales.
10. Don’t speak at audiences through
canned messages. Introduce value,
insight and direction with each
engagement.
11. Empower your representatives to offer
rewards and resolutions.
12. Don’t just listen and placate — do
something.
13. Ensure that any external activities
are supported by a comprehensive
FEEDFRONT MAGAZINE | AUGUST 2010 | 67
By Brian Solis
infrastructure to address situations and
adapt to market conditions and
demands.
14. Learn from each engagement and
provide a path within the company to
adapt and improve products and
services.
15. Consistently create, contribute, and
reinforce service and value.
16. Earn connections through collaboration
and empower advocacy.
17. Don’t get lost in translation. Ensure your
communication and intent is clear and
that your involvement maps to business
objectives.
18. Establish and nurture beneficial
relationships online and in the
real world.
19. “Un-campaign” and create ongoing
programs that keep you
connected to day-to-day engagement.
20. “Un-market” by becoming a resource to
your communities.
21. Give back, reciprocate, and recognize
notable contributions from
participants in your communities.
Excerpt from Engage, the complete guide for
brands and businesses to build, cultivate, and
measure success in the new web. It’s available
online at Amazon, Barnes & Noble, or at a
bookstore near you. http://bit.ly/engageme
Brian Solis is globally recognized as one of the
most prominent thought leaders and published
authors in new media and you can read more
about him at www.briansolis.com.
 Envy, jealousy, resentment.
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