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The Official Magazine of Affiliate Summit Issue 13 | January 2011

It’s OK to Monetize
By Missy Ward
Five Ways to Get an Page 2
Affiliate’s Attention
By Tricia Meyer
Page 10

The Secret to Success


in Business
By Shawn Collins
Page 31

New Trends in
Social Media
By Ricky Ahuja
Page 18

Affiliate Summit West


2011 Agenda
Page 34
CONTENTS FeedFront | January 2011

02 Editors’ Note: The State 16 Ins and Outs of Affiliate 30 Affiliate Marketing Goes
of the Affiliate Blogosphere Negotiating Hyper-Local
By Missy Ward By Cindy Ballard By Carolyn Tang Kmet

03 Effectively Use Datafeeds to 17 The Hidden Opportunities 31 The Secret to Success in


Enrich Your Website Behind Attribution Business - Persistence
By Eric Nagel Standards By Shawn Collins
By Scott Allan
04 Five Reasons Why You Aren’t 32 Pay-Per-Call - Get Off the
Making Money 18 New Trends in Social Media Sidelines
By Charles Bohannan By Ricky Ahuja By Rob Duva

05 Grow Your Audience Through 19 Affiliates Can’t Afford to be 34 Agenda


Podcasting III: Distribution Non-compliant
By Daniel M. Clark By Rachel Corcoran 44 Drew Eric Whitman Bio

07 Four Keys to Negotiating with 20 Leaving New Jersey, An 45 Brian Solis Bio
Affiliate Managers Affiliate Roadtrip
By Colleen Darwent By Shawn Collins 46 Speaker Bios

08 Making the Transition from 21 Increasing Conversions 61 Merchant’s Choice: CPA or


Employee to Entrepreneur Rates with On-Site Affliate Network?
By Joe Lilly Messaging By Le Michelle Nguyen
By Logan Lenz
09 Is Your Social Media Expert a
62 Types of Content
23 How to Get Your Affiliate Publishers & Objectives to
Fraud?
Wishes Granted Pursue
By Missy Ward
By Mia Vallo By Geno Prussakov
10 Five Ways to Get an Affiliate’s
24 Why Use LinkedIn? 64 Affiliate Summit
Attention
By Mike Buechele unConference 2010 Recap
By Tricia Meyer
By Shawn Collins
11 Search Marketing vs. Social 25 Effectively Communicating
Advertising With Affiliates 65 Five Places to Find Customer
By Deborah Carney Testimonials
By Don Batsford, Jr
By Justin Premick
12 How to Spot a Good Merchant 26 Is Offering Pre-paid Deals
By Kim Salvino Good for Merchants? 66 People to Follow on Twitter
By John Vehlewald
13 The New Intersection of 68 Wynn Las Vegas Map
Search and Social Media 27 Never Too Young to Start
By Jay Berkowitz By Jill Swartwout

14 Can Coupon Affiliates and 29 Avoiding the Pitfalls of


Merchants Get Along? International Marketing
By Travis Jacobson By Paul Kemshell

STAFF
Co-Editors in Chief – Missy Ward, Shawn Collins
Co-Publishers – Missy Ward, Shawn Collins
Contributing Writers - Ricky Ahuja, Scott Allan, Cindy Ballard, Don Batsford, Jr, Jay Berkowitz, Charles Bohannan, Mike Buechele, Deborah Carney, Daniel M. Clark, Shawn
Collins, Rachel Corcoran, Colleen Darwent, Rob Duva, Travis Jacobson, Paul Kemshell, Carolyn Tang Kmet, Logan Lenz, Joe Lilly, Tricia Meyer, Eric Nagel, Le Michelle Nguyen,
Justin Premick, Geno Prussakov, Kim Salvino, Jill Swartwout, Mia Vallo, John Vehlewald, Missy Ward
Magazine Coordinator - Amy Rodriguez
Graphic Design – David Hallock

Affiliate Summit , Inc.


522 Hunt Club Blvd. #411
Apopka, FL 32703
tel (417)-2SUMMIT (278-6648)
fax (908) 364-4627

Articles in FeedFront Magazine are the opinions of the author and may not necessarily reflect the views of the magazine, or its owners. FeedFront Magazine always welcomes
opinions of an opposite nature.
For more information, visit: www.FeedFront.com
Interested in advertising? Please visit http://feedfront.com/advertising/ or email us at: feedfront@affiliatesummit.com
© 2011 Affiliate Summit, Inc. and Individual Authors.

FEEDFRONT MAGAZINE | January 2011 | 1


The State of the
Affiliate Blogosphere
By Missy Ward

was recently digging into Technorati’s State of the


Blogosphere 2010 report, which surveyed over
7,200 bloggers, and provided great insight as to
who is blogging, what they are blogging about,
why they are doing it, how often, and where they
are blogging from.

There were some interesting key trends this year,


including the growth of mobile blogging, the influence
of women and mom bloggers on the blogosphere, and
the growing trust consumers have for bloggers over
traditional media.

But no other trend was more exciting to me than the


compelling statistic that 36% of bloggers surveyed
reported making money from their blogs.

That number, while still low, indicates a significant


increase from 2009, meaning that more bloggers than
ever are attempting to make money from their blogs.
Additionally, the data also revealed that bloggers who
received revenue from blogging generally blogged more
this year than ever before.

According to the survey, while self-expression and


sharing expertise still lead as blogger’s primary
motivations, a significant portion of part-time and self- Missy Ward
employed bloggers admit to blogging to make money or
supplement their income.
Affiliate Summit recognized this shift early this year and
Overall, only 18% of bloggers surveyed reported a subsequently created Monetize Summit, which makes
non-salary income from their blog in 2010. The most its debut on the Sunday of Affiliate Summit West 2011
common ways of generating blog revenue were from in January. This series of beginner educational sessions
display ads, affiliate marketing links, paid postings and will focus on turning a blog into a profit center, making
search ads. money using pop culture content, providing tips and
tricks to increase conversions, and teaching attendees
Unfortunately, the mean income reported was $9,985, how to use a datafeed to monetize a site.
which, in my opinion, indicates that (A) bloggers still
view blogging as a way to subsidize their hobby, to some With more than half of the bloggers surveyed planning
extent, or (B) they just don’t know how to monetize their on blogging even more, and 43% planning to expand
blogs properly, but want to learn. the topics they blog about, it is our goal to help those
bloggers be able to afford to spend more time to do just
Over the last year, I’ve run into a whole lot of more that.
(B)’s. This is very exciting to me, whether the newfound
open-mindedness to content monetization was economy- Affiliate marketing shares in the blogger’s optimism for
driven or because bloggers have finally realized that it is the future and we welcome you to our growing family.
OK to monetize one’s blog.
Technorati’s state of the Blogosphere 2010 Report can be
Either way, the affiliate marketing industry wins a read in full at http://feedfront.com/technorati
brand-new crop of passionate content providers, who
are outpacing other social media and many traditional
media outlets, in terms of generating consumer
recommendations and purchases, according to the Missy Ward is a Co-Founder of Affiliate Summit, Co-
survey. Editor-in-Chief of FeedFront Magazine and manages
MoneyMindedMoms.com.

2 | January 2011 | FEEDFRONT MAGAZINE


EFFECTIVELY
USE DATAFEEDS
TO ENRICH
YOUR WEBSITE
By Eric Nagel

atafeeds are tools can do for you, you


a hot topic may want to look at third
today, but party tools. PopShops and
many people GoldenCAN are two examples
don’t know which read merchant
where to datafeeds and update your
begin. Luckily, website when the datafeed
there are is updated. This is the true
tools available that make power of datafeeds: setting
datafeeds useful to anyone it up once, and not having to
who has a website. update it every time the price
changes or the product goes
To start, it’s best to out of stock.
understand what a datafeed
is (usually)... a plain-text file If you really want to get
which contains a list of all of into datafeeds, you can
a company’s products, and write programs (in PHP, Perl,
includes the product name, ASP) that go out, grab the
description, URL to an image, datafeed, and update your
price, your affiliate link, and website. This eliminates
more. third party tools (and any
associated costs) and gives
Each line of a datafeed you greater control over
represents one product. A the look, feel, and content
datafeed can be one to tens displayed.
of thousands of lines long.
While datafeeds may seem
Many affiliate networks not Eric Nagel like an easy way to enhance
only have ways to download your website, there can be
a merchant datafeed, but also provide a means to view problems. First, not all merchants provide datafeeds. If
the products of a datafeed through their interface. By they do, the information in them is not always the most
viewing the datafeed in the network’s interface, you can up-to-date.
browse through their products, and select which you’d
like to promote. The merchant’s website may show one price, yet there
could be a completely different price in the datafeed.
The simplest way to use a datafeed is to search via the In addition, sometimes products that are no longer
affiliate network for a product you’d like to feature, copy available on the merchant’s site are still listed in the
the given HTML code, and paste it into your website datafeed. When this happens, your user will see the
(much like adding a banner). product on your site, click through to the merchant site,
and be presented with an error message.
Some affiliate networks also have tools which allow you
to search and select multiple products to feature on Datafeeds may not be the Holy Grail affiliate marketers
your site. Similar to a single product, you just copy the are searching for, but by using them with your existing
HTML code and paste it into your website. The code that content, you can enhance your website, improve on your
you paste may be static, meaning when the datafeed user’s experience, and maybe even increase your profits.
updates, your website does not, or it may be JavaScript,
which updates your site when the datafeed is updated.
Eric is an affiliate marketer who uses his programming
Once you’ve reached the limits of what the network knowledge to create unique, automated sites.

FEEDFRONT MAGAZINE | January 2011 | 3


You don’t really You need to make real-world human
connections.

want to make I find the best way to start

money. networking is within your local


community. Even stopping by a
coffee shop a few times a week
Sounds counter-intuitive, but some gets you away from your computer
of us possess powerful subconscious and around people, which is where
thoughts that prevent us from relationships live.
wanting to make money.
Remember — people first. Then
Maybe it’s the way we were raised, come tactics and technology.
or an incident from our past that
connects money with pain. Or,
maybe we’re stuck in “starving
artist” mode.
You have no
Whatever the issue, it’s important
business model.
you immediately identify and fix it. You need a business model to make
Remember — a big secret to making money. Just having a blog or niche
money is mastering the mental website is not a business. There
game. have to be mechanisms in place to

Reasons Why
generate revenue and turn profits.

You aren’t The good news is that there are

providing value. infinite business models that work

You Aren’t Anyone can slap up a website. What


on the web. You get the excitement
and pleasure of picking your own.

Making Money
you do with it is what really matters. Internet marketing is a really great
With that said, think about your place to be right now, and there’s
content — who is it for and what no reason why you can’t make
does it do for them? money!
By Charles Bohannan
If you can’t answer those questions,
Blazing a path to Internet riches is
then you’re not providing value.
nearly impossible if you don’t have
the right mindset. I should know Content that entertains or
because I didn’t make money online enlightens, but is poorly written,
for my first two years. Eventually is far better than a beautiful and
I got smart and realized what was optimized site that says a lot but
holding me (and possibly you) back: means nothing.

You’re not doing For example, here’s an imaginary


description from an imaginary
anything. surfing website of a real surf break
not far from my home:
Are you constantly brainstorming, When it gets big it gets
taking notes and learning how intense. When the tide is low you
to monetize things, but not can get some deep in and outs i
actually doing anything? mean super deep. watch out for
sharks.
Why is this? I think it’s because it’s
much easier to nurture a great idea As a surfer, I don’t care about the
in your mind than it is to release it bad spelling and grammar. Those
to market. three sentences are pure gold!

Acting on an idea demands bona-


fide courage and confidence, and a You’re not
willingness to skip perfection to get Charles Bohannan is an editor’s
results. And let’s face it—if you don’t
act, you don’t make money.
networking. editor. Follow his passion for
publishing and marketing at
All the initiative and positive attitude Wordful.com.
and value in the world won’t do a
thing unless people know you exist.

4 | January 2011 | FEEDFRONT MAGAZINE


show notes just like you would any
other blog entry, and then enter
the address of your MP3 file from
our last step. The plugin takes
care of the rest. Your episode will
be displayed in a player within the
entry you just published.

PowerPress will tell you what your


By Daniel M. Clark RSS feed address is. PowerPress
supports category feeds, so with a
category dedicated to your podcast
episodes, only your episodes, not
your regular blog content, will be
sent to iTunes and other directories.

iTunes
Millions of potential listeners are
looking for content like yours in the
iTunes store! Launch iTunes and
navigate to the podcast directory.
The “Submit a Podcast” link is in the
right sidebar. Click that, and you’ll
be asked to give your show’s RSS
address. Next, you’ll be prompted
for a title, author, genre, and more.
Fill those out—or make corrections
if PowerPress has assisted you—and
you should be approved and listed in
a matter of hours.

Growth is not just about iTunes.


Perform a web search for “podcast
directory” and you’ll find dozens of
sites to submit your RSS feed to,
n the past two issues of If your company can provide space
and these can all bring additional
FeedFront, we discussed the on its servers, that’s fantastic; if
listeners.
reasons why you should be you’re on your own, dedicated media
podcasting, the planning hosting solutions exist to consider.
stages, and the recording of
your first show. Next up is
Your MP3s can be uploaded to
libsysn.com, blubrry.com, geekcast.
Next Steps
the proper tagging of your fm, or comparable services. The Congratulations, you’re a podcaster!
show and the uploading and media host you choose will tell you It’s all about promotion from this
distributing your episodes. if you need an FTP (a file transfer point forward; producing quality
method) client. Some hosts support episodes and promoting them well
ID3 Tags web interface uploads. Upon upload,
you’ll have the unique file address
will grow your audience and boost
your business!
necessary to post your episode to
Few things are as important for your website or blog.
branding as your ID3 tags—the meta
data stored in the MP3 file. This
includes your episode title, artist
name, even your show’s artwork.
Posting
A program like ID3 Tag Editor (pa- Though there are many ways to post
software.com) helps tremendously. an episode, integrating a podcast
This data is displayed in your site’s into your WordPress blog is dead
media player, in iTunes and on iPods, simple when using the PowerPress
Zunes or other portable players. plugin (blubrry.com). With
PowerPress, posting an episode is as

Uploading easy as posting a blog entry. In fact,


it’s exactly the same!

Beware web hosts that advertise Once you set the plugin’s options,
“unlimited” transfer; putting large Daniel M. Clark is the founder of
a new input field will show up on
podcast files on a shared web QAQN.com, home of several audio/
the New Post page. Type your
hosting server is asking for trouble. video productions.

FEEDFRONT MAGAZINE | January 2011 | 5


IMITATION
IS
TOUGH TO
GET THE SPOT.

REAL DEAL.
Come see for yourself at ClickBank Booth #201:
1.5 BILLION OVER 46,000 75% OVER 30,000 PAYING ON-TIME,
IN USD PAYOUTS DIGITAL PRODUCTS COMMISSIONS TRANSACTIONS PER DAY EVERY TIME
©2010 ClickBank All Rights Reserved.
Four Keys to
Negotiating with
Affiliate Managers
By Colleen Darwent perfectly fine. However, if you decide
2. Integrity to actively work with an affiliate
Some affiliates like to fly solo and manager, it is important to talk with
Just be open and honest. If you
others prefer to utilize their Affiliate the affiliate manager about your
are interested in an offer and
Manager’s knowledge and resources intentions. Communicate your goals,
need a certain payout, then just
to maximize their opportunities and strategies and what you expect
ask. There have been times when
payouts. Over the years, I have of the network and your affiliate
I have told an affiliate that I
had numerous negotiations with manager. When it comes down to it,
couldn’t pay out what they were
affiliates on offers and payouts. we all have the same goal – to make
requesting. Conversely, there have
money while not compromising
been instances when I approached
Before negotiating or discussing our ethics. Be candid with your
management about giving a
payouts, it is important for affiliates AM about your experience level.
particular affiliate a certain payout
to understand a networks business Everyone starts somewhere so don’t
with very slim margins. Bottom line,
model and take full advantage of be shy; the affiliate managers job is
you have to be able to trust the
maximizing their relationship with to help you grow your business.
affiliate manager and vice versa.
the affiliate manager.
Keeping these four points in mind
Here are four keys to negotiating
what I believe will create a “win-
3. Capabilities/ when talking and negotiating with
your network affiliate manager helps
win” for both the network and the Results foster a good working relationship
affiliate. and ultimately will create a long
Before entering any negotiation, it’s term partnership.
imperative to know what’s important
1. Understanding to you and what you’re willing to
‘give up’ for the sake of getting
Margins what you want. What’s the least
you’re willing to accept in order to
A network’s business model pick up the offer? Do your research
is similar to a manufacturer/ and know what the going rates are.
distributor/retail sales chain. The Let the affiliate manager know what
Manufacturer (Advertiser) creates type of results you anticipate and
the product and utilizes the discuss any previous success or
distributor’s (Network) resources failures. There will always be “hot”
and capital to generate sales offers, but you shouldn’t place all
through retail stores (Affiliate/ your focus on what’s hot. You know
Publisher). The network makes a your business, what you’re good at
margin for assuming the risk of and what you’re not. Focus on what
acting as the middleman between you know, and specialize in it.
the advertiser and publisher. Some
affiliates receive payments daily or Colleen Darwent
weekly which leaves the network
assuming risk as most advertisers
4. Communication
Colleen Darwent is an affiliate
have longer net terms. As I stated earlier, some affiliates manager at RevenueStreet.com, a
prefer no or minimal communication division of TheMediaCrew.
with an affiliate manager, which is (www.RevenueStreet.com)

FEEDFRONT
FEEDFRONTMAGAZINE
MAGAZINE || December 2010
January 2011 |7
Making the Transition
from Employee to
Entrepreneur
By Joe Lilly

Given th
the fact that most of us are Who knows, you just may even be be better positioned to recruit where
trained to be good employees– able to transform your former boss you need assistance, and your
rather th
than groomed to become into a new client. business will have a better chance of
entrepren
entrepreneurs – making the achieving stability.
transition from working for someone
else, to b
being self-employed can Set Goals/Create A Make a list of all the things you’re
oftentime
oftentimes be difficult. Plan bad at, and spend some time
figuring out how to overcome
I recognized that I’d be facing As an employee, superiors those weaknesses. Industry events
new challenges when I went into evaluate your performance. As an like Affiliate Summit are full of
business for myself, but I wasn’t entrepreneur no one holds you educational opportunities and also
prepared for how different. Although accountable other than yourself. provide plenty of time to network
I’m still an entrepreneurial work-in- It is always best to begin with a with subcontractors and new
progress, a few lessons learned in business plan, one that offers a business partners. For this reason,
2010 have helped me a lot: mission statement and documents I’m convinced that conferences are a
your short term and long-term great investment.
Don’t Burn Bridges goals. The business plan (and it
doesn’t need to be more than a few These are just a few of the things
pages) will help serve as a guide I’ve learned while building my
Being unhappy with your job can business. Although I’m working
measure your ongoing growth.
be a great catalyst for change; and longer, harder hours than ever
Because business, just like
more than one entrepreneur has before, owning a business is also
life, can be quite unpredictable;
started their business for this very fun and really rewarding. If you’re
your business plan needs to
reason. But it’s always best to give considering taking the plunge, I wish
have flexibility. Any number of
your soon-to-be former employer you all the success in the world!
factors may come into play that
the respect they deserve, and
will require you to make course
depart on the best possible terms.
corrections – and you need to be
ready.
Once you’ve made the decision
to forge out on your own, begin
by assisting with any transitional Address Your
planning your former job requires.
After all, someday you will have your Weaknesses Quickly
own employees and you’ll will want
them to treat your business with Being an employee is a team sport;
professionalism should they elect to your weaknesses are offset by
part ways. Being professional with someone else’s strengths. Being
your employer will also help to build a small business owner is more
your reputation; and your reputation like golfing. You can only rely
on yourself. If you don’t address Joe Lilly
is your most important asset when
launching a business. your weaknesses, nobody will.
Acknowledge your strengths and
weaknesses. When you do, you’ll Joe Lilly writes about business,
music, and dog rescue at
baldguitardude.com
8 | January 2011 | FEEDFRONT MAGAZINE
By Missy Ward

Lately, I’ve received more and more for you?”- Lori Miller, Twitter.com/ media channel) and get no results.”
requests to recommend “a social PokerVixen – Sharon Mostyn, SharonMostyn.
media marketing expert” (their com
words, not mine) to help create “When you look at their Twitter
and manage their company’s social account and it states they joined “When you also see them in forums
media strategy. Overall, it appears Twitter six months ago.” – Karen complaining that they can’t get
that the bulk of the people that have Rocks, SparkFireMarketing.com any traffic and are thinking of
asked, have not been too keen on giving up.” – Malcolm McDonough,
their existing expert. “When they can only talk tools PregnantByDesign.com
(Facebook, Twitter) and not
Many have even felt duped by the strategy; when they talk nothing “When they call themselves a social
firm they hired. After looking at but buzzwords like “engagement, media expert in the first place.” –
a couple of the choices, it’s easy metrics, authenticity” without Josh Todd, InsideAffiliate.net
to see how the companies might context.” – Davina Brewer,
feel deceived, based on the fact 3HatsCommunications.com Unfortunately, I couldn’t fit all of
L
that they’ve hired self-proclaimed the comments here, but you can
“experts” who I remember claiming “When you can’t find anything about read them at www.missyward.com/
to be experts in something else just them on Google and their site is NotAnSMExpert.
a year ago. nothing more than a price sheet
splash page.” – Anastasia Hilinsky, There are a lot of great firms out
A while back, I asked readers of my HilinskyConsulting.com there, and it is my hope this will
blog to provide some suggestions on help separate the wheat from the
red flags folks should look for when “When they talk in %’s instead chaff.
interviewing social media marketing of real numbers… 200% growth
companies. Here are some of their in Fans! (From 4 to 11)” – Kevin Missy Ward
comments I received on my blog, Webster, LevelAnalytics.com
Facebook and Twitter:
“When they neither have an outline,
“When their email address is @ nor a clear plan on how they will
gmail, @msn or @yahoo instead of promote your business through
a “real” company address. If you Social Media” – Geno Prussakov,
can’t set up branded email, I doubt AMNavigator.com
you can test, measure and optimize
social media campaigns.” – Anne “When they don’t inventory your
Holland, WhichTestWon.com current communication channels,
know what UGC stands for and have
“When the first thing they talk about never used PickFu.” – Pat Grady,
for Social Media is Facebook, Twitter RhinoFish.com
and LinkedIn.” – Patrick Allmond,
AllAboutFocus.com “If the social media expert insists
that you can’t measure the ROI on
“When the expert negotiates their Social Media, chances are, they don’t
consulting fee in free food. If they know what they’re doing.” – Derek
don’t know how to command proper Halpern, SocialTriggers.com Missy is the Co-Founder of Affiliate
pay for their services, how are you Summit, Co-Editor-in-Chief of
to expect that they know how to “When you search for the company FeedFront Magazine and manages
generate actual tangible revenue name on Twitter (or any social MoneyMindedMoms.com.

FEEDFRONT MAGAZINE | January 2011 | 9


ith tens of thousands of merchants across a number of different
networks, affiliates are always being approached to promote new
affiliate programs.

How can affiliate managers and merchants get the attention of


the affiliates and ensure that their programs get consideration?

Here are five quick tips.

Look at the affiliate’s site and tell him exactly how he can promote you. Don’t
just say “I think we would be a good fit.” Everyone says that when they
haven’t actually looked at the site. Tell the affiliate what specific products
you have that fit his niche, where your banners might work, and what kind of
copy you can offer. Don’t be pushy but give suggestions that show that you
are not just mass mailing affiliates; you actually researched their sites.

Give the affiliate all of your contact information up front. Do not sign the
recruitment email “The X merchant affiliate team.” The affiliate wants to know
that you are going to be easy to contact, and the affiliate may even have
specific questions before applying to your program. If she cannot quickly get
in touch with you, she may just pass over the email.

Provide the affiliate with a sample of your product at a conference or by mail.


Swag is fun but an actual sample of your product that the affiliate can try out
is more likely to compel him to want to promote you.

Tell the affiliate why your program is unique. This is more than just a
description of the merchant. Give the affiliate such a compelling reason
to join that she won’t be able to ignore the email. Do you offer higher
commissions than other merchants in the same space? Do you allow
unlimited keyword bidding? Are you the number one retailer for a specific
type of product?

Lastly, and this one is the most important one, build a relationship with
the affiliate. Affiliates can get thousands of emails a day and often ignore
most of them. The only way that you guarantee to get the attention of an
affiliate is to build a relationship before pushing your program. This might
include hanging out together at conferences, engaging them on Twitter, or
participating in forums that they frequent. The more that the affiliate likes
you as a person, the more likely he or she is to promote your merchant.

Tricia Meyer

Tricia Meyer is the owner of Sunshine Rewards, Helping Moms Connect, and
other niche sites.

10 | January 2011 | FEEDFRONT MAGAZINE


By Don Batsford, Jr addition, these fields are mostly filled in when a user
first joins. Each day that passes a social profile gets less
Why are my great performing ads on Google relevant. An untouched profile can drift from an accurate
underachieving on Facebook? depiction of an individual towards a time capsule of
interests from 2006.
Search Marketers will commonly list distribution
partners they feel online advertisers should be
spending money with. This typically includes Google Strategy – Trust in the power of
Google, Yahoo, Bing and Facebook listed the confessional box.
in a neat little row.
With Google, users type in exactly what they
Grouping these together can want to see at that moment. Advertisers should
spell disaster if you don’t have a continue to focus on targeted sets of keywords
completely different strategy for within each ad group paired with highly
search engines and social media. relevant ad copy. The advertiser can utilize
unsocial keywords knowing that the search
is between the user and the search engine.
Google Inventory – Algorithms don’t judge and keywords are an
Users are actively seeking new honest view into what someone is searching
information on any topic. for in real time.

When building a search strategy,


marketers focus on keywords that
Facebook Strategy – Build
off interests that are ongoing, niche or
are typed into an empty field with a
commonly updated.
search button next to it. There are
no rules with search queries; anything
Some aspects of a Facebook profile will
goes. Google does not suggest (at
be constantly updated and should shape
least not yet) that maybe you should be
your strategy for buying social advertising.
looking for a new car, finding a deal on
For example, relationship status will be
a cashmere sweater or ordering a copy
updated; while location, gender, birth
of the New York Times new bestseller. A
user goes to an empty search box when day and sexual orientation are ongoing.
Therefore an advertiser in the dating space
they need new information and do not know
can trust that a campaign targeting 27 year
the URL of a webpage that can help them with
old, single, straight, women in New York City
their question.
will accurately reach their target audience. To
improve click through rate, advertisers should
Facebook Inventory – Users are passively make sure to use profile points in the photo
sharing predefined interests. & ad copy to convey why a Facebook user
should engage with an advertisement.
Profile pieces are the main targeting vehicles in social
advertising. When joining Facebook, users are asked
to fill in any of the following information: location, age,
gender, sexual orientation, relationship status, political
leaning, religious views, employers, education, activities
& entertainment. These subjects are predefined by Don Batsford, Jr is a Partner with 31media.com, a Boston
Facebook to engage users within a community. There is based search engine marketing firm.
no section that asks for future predictions on hobbies,
dreams or business goals they would like to hit. In

FEEDFRONT MAGAZINE | January 2011 | 11


How to Spot
a Good
Merchant

ith statements of the highest payouts, up then overwrite your affiliate cookie? Does a live chat
larger than life conversion rates, and function exist on the site, and is the telephone number
other claims to fame; it can be difficult for contact prominently displayed and encouraged for
as an affiliate, to find merchants that are use? Do you receive credit for orders placed with chat
the real deal. Here’s hoping the following assistance or by phone? Knowing the answers to these
list of tips will help you in your quest to questions will require that you contact the advertiser
embark upon a long term relationship with your next directly, which leads to the next point.
new merchant.
Can You Locate a Direct Point of
There is No Escaping Permanent Contact for the Affiliate Program?
Web Ink.
Either on the site itself, a
If you’ve found a merchant, and dedicated affiliate support
you’re considering adding their
products to an existing site or
If all you hear are page, or on affiliate forums
– are you able to find a
dedicating your next niche site name, email address and
to them, be sure to do a bit of
research. If other affiliates have
crickets, this could telephone number for the
Affiliate Manager? If you
experienced payment issues,
communication problems, a high
be a warning sign have found questionable
issues about the program
reversal rate or other anomalies, a or the merchant, this is
good old-fashioned Google search
should reveal these issues. Beyond
that for questions or also your opportunity to
inquire further. If all you
searching for the merchant’s name, hear are crickets, this could
be sure to type in Merchant Name
+ Affiliate, Merchant Name + Scam
issues, you will be be a warning sign that for
questions or issues, you
and Merchant Name + Fraud.
A large amount of complaints
on your own... will be on your own, with
possible wasted effort spent
for the merchant, either from promoting products, and no
other affiliates or directly from results.
consumers, is a red flag.
It’s my hope that the tips above will save you time and
money, but in the end – go with your gut. If there are
Make a Test Purchase on the existing issues with the merchant, a test purchase doesn’t
Merchant Site. run smoothly, and no one answers your emails, start to
Google the competition instead.
Observe the order process as both an affiliate and
a consumer. Is the site difficult to navigate? Does
the merchant place roadblocks in the shopping cart
that will affect your conversion rate? Do they offer a Kim Salvino is Senior Account Manager & Affiliate
discount for joining their newsletter, and does signing Evangelist for the US arm of buy.at.

12 | January 2011 | FEEDFRONT MAGAZINE


The growth of social media sites 4. Crowd Sourcing Is A Your website alone will only be
displayed
di l d a maximum
i off ttwo
Facebook, YouTube, Twitter and
LinkedIn has created an exciting Powerful Way To Find times for a given search. Your
intersection between social media Information Facebook Page, Twitter and
and search marketing. Social media gives us the ability LinkedIn profiles and YouTube
to bypass searching through Channel can get ranked for your
Here are five social marketing websites to find information brand and target keywords.
opportunities to improve your from our trusted social media
search performance, and five ways ‘friends’. 9. Social Media Can Be a Great
search can impact your social media
Way to Build Links
marketing. 5. The Power of Subscriptions Social media profiles/pages give
Having a strong presence in as us a great opportunity for link
1. Opportunities Arise from many social media platforms as bait. People love to link to things
Instant Search possible will increase the reach
of your offers exponentially.
about themselves. Post items
search.twitter.com gives us the such as the top ten experts in
opportunity to find information The more friends you have on your field for reciprocal links.
in real time. We no longer have Facebook, links on LinkedIn,
and subscribers on YouTube, the
to wait for search engine spiders
more advocates you have for 10. Harness the Power of
to crawl webpages in order to
find instant information. Monitor your products and services. Community
Create Facebook groups,
tweets to find people looking for
your products or services. 6. YouTube Is The #2 Search Facebook ‘Fan’ pages, LinkedIn
groups and Ning sites to build
Engine In The World! social importance and create
2. Google Has an Algorithm YouTube.com is currently the your own community.
for Showing Real Time #2 most used search engine,
second only to Google and ahead
Tweets of Yahoo and BING. Optimize
Google is now instantly ranking your videos by adding keywords
tweets. There is an algorithm and building a popular YouTube
for getting tweets listed which channel.
includes the number of followers
and ReTweets you have.
7. Social Media Profiles Can Be
3. Facebook “Fan” Pages Get Optimized For Search
Setting up various social media
Indexed in Google profiles is only the first step. In
If your business does not order to be picked up in search,
yet have a ‘Fan’ page in you need to optimize them.
Facebook, you are missing out To do this, take full advantage
on an opportunity to build a of all the space on which they
community among 500 million will allow you to add content
users. Facebook pages have and add keywords to your
become extremely powerful descriptions.
marketing tools for several
reasons. First and foremost,
Facebook pages index in Google 8. Social Media Can Help You Jay Berkowitz is the Founder of
and the other search engines. Own More Real Estate in www.TenGoldenRules.com and
Search Engine Result Pages www.InternetMarketingClub.org.

FEEDFRONT MAGAZINE | January 2011 | 13


As an Outsourced Program Manager, I find myself in The risk for the merchant in this scenario is that the
the middle of the debate between coupon affiliates consumer will always go to the coupon website first. If
and merchants quite often. There have been reports the merchant does not have a coupon on the affiliate
of merchants reducing commission rates for coupon site, the consumer will likely be directed to a competitor.
affiliates, not allowing them into their program altogether Merchants can effectively use coupon affiliates to their
and even completely eliminating their affiliate program advantage by boxing out their competitors on their
due to their frustration with coupon affiliates. branded terms in paid and natural search.

There must be a way for coupon affiliates and merchants Wouldn’t merchants rather pay an affiliate commission to
to get along and work together to help each other gain a lifelong customer, rather than have that customer
generate more revenue. Kicking affiliates out or go to their competition?
lowering their commissions can’t be the solution, can it?
Affiliates and merchants can effectively work together
One argument I have heard repeatedly against coupon to make sure their branded keywords are protected and
affiliates is that they are taking sales away from all searches will result in the consumer ending up at the
merchants they would have already received. During merchant’s website. In addition to protecting branded
a recession people are looking for ways to save any keywords, coupon affiliates are also very beneficial
way that they can. Who is to say the merchant would in gaining traction on non-branded keywords, which
automatically receive that sale? will help pull consumers away from the merchant’s
competition.
One could argue that the coupon affiliate helped close
the sale because they provided a discount to the Ultimately I believe coupon affiliates and merchants
consumer. The merchant had to pay a commission on the can create a mutually beneficial partnership. While
sale, but they may have received a customer for life in merchants may have to pay commissions they would
return. not have to pay if coupon affiliates didn’t exist, this
commission is minimal when you consider the affiliate
Another popular argument is that coupon affiliates are just helped them achieve a lifelong customer. In my
outranking the merchants on their branded keywords. experience, by eliminating coupon affiliates, merchants
Several coupon affiliates have very large sites with are simply pushing potential consumers to their
a lot of loyal followers. These sites will occasionally competitors.
outrank merchants on their branded keywords in
natural search. It is likely that consumers will go to
the coupon site instead of the merchant’s site to see if
there is a discount. The merchant may end up paying a Travis is the Affiliate Manager for affiliateCREW, an
commission on a sale he may have ended up getting, but outsourced affiliate program management company.
is that a bad thing?

14 | January 2011 | FEEDFRONT MAGAZINE


“It’s not the size ˜ȱ‘Žȱ˜ȱ’—ȱ‘Žȱꐑǰȱ
it’s the size of the ꐑ in the dog.”
ȯŠ›”ȱ Š’—

Practicing high standards in the industry


for ten years and counting

ŽŽȱŠĴ’—•¢ǰȱ‘Žȱ—Ž ȱ‘Š›ŽŠ•Žȱ–ŠœŒ˜Ĵǯȱ
˜›ȱ–˜›Žȱ’—˜›–Š’˜—ȱ™•ŽŠœŽȱŸ’œ’ȱ‹•˜ǯœ‘Š›ŽŠœŠ•ŽǯŒ˜–
Ins and Outs of
Affiliate Negotiating

egotiate defined in Merriam Webster


Dictionary “intransitive verb: to confer
with another so as to arrive at the
settlement of some matter”.

Every day we negotiate in affiliate


marketing. Whether it’s Affiliate
Managers and Affiliates negotiating
banner placements, coupons or
commissions, or OPM’s negotiating
contracts, vanity coupons or free
product with merchants. It’s something
affiliate marketers engage in regularly. Ironically, even with our Internet world, the best way to
negotiate is through personal, face to face contact. That
But, do affiliates really know how to negotiate, when to is why the conventions and seminars are so important
negotiate and what to negotiate with? There are certain for the people in our industry to attend.
factors which have an impact on your negotiations.
Body language and actions can play a huge role in how
To begin with, make sure that what you are negotiating you proceed with an offer. For example, if someone
for is realistic. If something is totally unrealistic, makes an offer to you, and you don’t like it, or are just
whomever you are negotiating with won’t even take it trying to counter the offer, flinching is a sure sign to the
seriously and you’ll lose their interest from the start. If other person that it’s not the offer you want. This in turn
you are asking for a 30% off coupon on a product that gives you a moment of the upper hand since you’ve now
has a 25% profit margin combined with your commission made the other person uncomfortable. Here is the best
of 15%, then it wouldn’t even be realistic for a merchant time to get the concessions from them that you will be
to entertain that. comfortable with.

You need to understand the balance that merchants need Above all, be confident. Don’t show fear or insecurity
to find when calculating margins. Sometimes a lesser while negotiating. Know when to walk away when you
commission can help you get a stronger coupon, which must, sometimes the concessions are too great. Practice
in turn can generate more sales and make it worth the negotiating at every opportunity you get. Build your
lower commissions. confidence, and don’t let a “no” inhibit you. Learn from
them instead and keep forging
Motivation is another factor to consider. How can you ahead.
convince, or motivate the other person to give you what
you want? Finding a way to make them want to help Negotiating is a technique to
you out by convincing them it will help them out also is be mastered. Realize that you
the best motivator. Have the most information possible don’t have to like negotiating,
when negotiating. Generally the person with the most but in life and in business, it is
knowledge is the winner. necessary.

As an affiliate, know your competitors commissions Cindy is the Affiliate Director


and how they promote the merchants products so you for Greg Hoffman Consulting
can compare what you can do for them. Know what and a former Affiliate Marketing
questions to ask, like prior experiences, what they like or Specialist.
dislike, etc.

16 | January 2011 | FEEDFRONT MAGAZINE


The Hidden
Opportunities Behind
Attribution Standards

ith IT industry analysts are solid arguments to be made revisit their attribution model in
at Forrester Research by the first click ‘introducers,’ the ways that will benefit all channels
predicting that multi- ‘influencers’ who represent the including affiliate. This is why
channel e-commerce will mid-cycle non-converting clicks performance marketing communities
be the biggest growth area and the ‘closers’ who are behind should act now to:
in 2011, it’s only natural the converting clicks.
that the performance • Get involved in the SIG so
marketing community This issue is the driving force that all voices are equally
is focused on figuring out a way to behind Shop.org’s creation of the represented as standards are
seize this opportunity. defined.

The definition of multi-channel is Invest in • Actively solicit feedback from


still somewhat amorphous given their networks to fairly represent
how many customer touch points it technology to gain their views to the SIG.
encompasses online and in store.
Yet for most e-commerce providers,
it has come to represent more than
greater visibility • Align with advertisers and
two channels of interaction with a
customer during the sales process.
into all customer marketers to better understand
each channel’s role in measuring

For example, it can include a


touch points campaign ROI and its impact on
affiliates.
customer purchase made in-store
based on an online deal or an online
to avoid credit • Invest in technology to gain
purchase resulting in an in-store greater visibility into all
pickup; or an in-store offer presented discrepancies. customer touch points to avoid
at checkout for an online deal. There credit discrepancies.
are an almost unlimited number of Online Marketing Attribution SIG
channels through which to reach (special interest group), which was • Revisit current commission
today’s consumers, especially when established to define standards and standards and create more
you consider the rise in mobile best practices for credit allocation. flexible reward systems that
marketing. Since being founded in 2009, the reflect industry best practices
SIG continues to attract a growing and the affiliate’s involvement in
Yet properly crediting first touch community of advertisers and the sale.
versus last touch continues to be a retailers who are committed to
heated debate. Since affiliates are rethinking the current standard Just as the number of customer
typically the last touch point in multi- which only credits the last click. touch points continues to expand,
touch interactions and the industry so will the market opportunities for
tends to measure the last click, the The most obvious challenge this advertisers, publishers and networks
benefits to publishers are clear. presents to the performance as new attribution standards
marketing community is the continue to evolve.
With so many touch points, including potential redistribution of credit
the word-of-mouth channel largely among introducers, influencers and
driven by social media, giving credit closers. However, this inevitable
where credit is due is becoming market shift also presents an Scott Allan is Vice President of
increasingly complex. Certainly there opportunity for advertisers to Marketing at LinkShare.

FEEDFRONT MAGAZINE | January 2011 | 17


By Ricky Ahuja

ocial media can be considered many things; Additionally, social gaming is fun! Anything that can turn
time-consuming, exciting, scary, necessary; a social media profile into something hot, happening,
but definitely not stagnant. Each day brings and exciting will boost potential marketing success
new developments in the world of social media, potential dramatically.
as evidenced via the popular trends that are
emerging on the current landscape.
Location, Location, Location: There will
also be a great deal of enhanced integration, sharing,
Where is social media today? It’s not important, because
it’ll look different tomorrow. That said, there are several and connecting the offline with online. While this already
trends marketers (and consumers) need to be aware of occurs, it will become more enhanced and pronounced
in order to maximize their time on Facebook, Twitter, over time. This will allow for an expanded amount of
Foursquare, and countless other networks. commerce via location based services and word of
mouth.
The notion of “free” social marketing campaigns will soon
give way to highly budgeted campaigns. This should not
come as much of a surprise, since the potential to reach
Group Buying: Direct commerce sale will
integrate with group social media, making it one of the
massive audiences should involve a much wider scope in most critical and innovative trends in the coming months
advertising campaigns. and years. It is less about selling product and more
about expanding reach and awareness.
Does that mean low budget ad campaigns will be a thing
of the past? No, but they will be sharing space with the Already, social media has expanded far beyond what
big budget campaigns. anyone thought possible. The concept may have been
purely social; connecting with friends and family in the
I don’t expect there will be marketing campaigns that early days, but has now developed into a brilliant and
do not involve social media in the near future. Social necessary internet marketing platform.
media advertising will be incorporated into all marketing
campaigns. If the goal of your campaign is success, it’s a As online time increases and integration of daily life into
no-brainer that social media plays an integral part in it. social platforms continues, the way marketers reach
audiences will experience a more dramatic shift than
Listen: There will be a new interactive component to
the advertising campaigns of the future. Due to amazing
ever before.

developments in social media, “listening” tools will What are some trends you feel should be included in this
provide the marketer with feedback on activity via social list?
media profiles in a way that is much more expansive
than what is currently available in analytical tools. The
enhanced feedback will allow for greater marketing
tweaks designed to make future campaigns more
successful.
Ricky is the CEO of Affiliate Venture Group, a leading

Social Gaming: Social gaming is here to stay


as audiences spend more time gaming online, fusing
performance based affiliate network.

it with social media will lead to tremendous publicity


gains for the client that opts to employ such a strategy.

18 | January 2011 | FEEDFRONT MAGAZINE


Let’s face it, the Internet is no 2. Greater cooperation among practices. You’ll get noticed as
longer the wild frontier it once was. networks to police affiliates. an expert in your field and will
Increasing regulation and heightened In a move that seems to defy be more likely to be tapped for
consumer awareness have forged conventional wisdom, network preferred payouts and special
indelible changes to the online competitors are now cooperating opportunities.
landscape. as allies, sharing intelligence
on non-compliant affiliates and 5. Think long-term to reap long-
As a result, compliance is not the opting for more self-regulation term rewards.
dirty (or worse, boring) word it in an effort to clean up the pool If you burn bridges to reap
once was, but now more of a hip of players and hopefully avoid immediate rewards, you may
catch-phrase among advertisers further legislated regulation. sacrifice long-term gain. Get
and marketers who recognize it It is getting harder for bad on board with compliance if
as the key to ultimately gaining a affiliates to hide. you want to have continuous
competitive advantage in changing revenues in the affiliate
times. 3. Prime opportunities for marketplace.
favored affiliates.
Here are five compelling reasons Networks often get opportunities
why you can no longer afford to be from advertisers to allocate
non-compliant if you’re an affiliate extra budget to special
marketer. promotions. In determining who
to recommend for these often
1. Never-ending regulations. private campaigns, networks
Through recent enforcement draw from their best-performing
actions, the Federal Trade and most compliant affiliates. If
Commission (FTC) has made it you haven’t already established
abundantly clear it is committed a stellar reputation with
to protecting consumers from networks, it’s not too late. Start
the wiles of unscrupulous today to build your reputation
online marketers. Their 2009 as an uber-compliant affiliate
release of Guides Concerning and you could be a candidate for
Endorsements and Testimonials the next exclusive campaign.
had “floggers” squarely in their
cross-hairs, and just this year 4. Act like the expert you are –
they expanded the reach of the and attract expert benefits.
Telemarketing Sales Rule to Despite the somewhat sullied
include the online marketing of reputation affiliate marketing
debt relief services. Even the has garnered over the years,
Department of Education, in a virtually no one disputes the fact
sweeping overhaul of the Higher that affiliates are the cutting-
Education Act of 1964, has edge Internet marketing experts
redefined the permissible limits who continue to blaze trails
of education marketing in order of marketing innovation into
to improve program integrity. the virtual landscape. Conduct
With potential regulatory risks yourself like the expert you are, Rachel has extensive internet adver-
at every turn, advertisers are or aspire to be: study up on the
tising experience and is Director of
diverting their budgets to online laws and regulations that affect
media sources where they have you and your industry; know Compliance for Adknowledge Affili-
greater control or that they trust your business inside and out; ate Division.
to be compliant. apply your knowledge to your

FEEDFRONT MAGAZINE | January 2011 | 19


’ve often thought about how being an affiliate
marketer means you can work from anywhere,
and I’d daydream about one day making a
move.

The idea got some legs this past summer, when


I was chatting with my wife, Vicky, about fleeing
New Jersey for Austin, TX. Before we knew it, our
summer vacation to the Jersey shore was scrapped,
and we flew out to Austin in July with our four kids to
look around.

After everybody fell in love with the people, food,


weather, etc. in Austin, we contacted a real estate
agent about listing our house. It went on the market
shortly after Affiliate Summit East 2010 in August.

We got an offer in a little more than two weeks, and


closed on the sale of our house on November 11.

After spending more than five years there. It was a


bittersweet experience to leave, but exciting to head
off to a new, exciting, scary experience in Austin.

There were so many moments in the house; the


birth of my son Jack, Christmas mornings, times with
family and friends, birthday parties, etc.

Also, it was here that I did much of my work


on Affiliate Summit, as well as learning how to
make videos and podcasts, work on a book, write
thousands of blog posts, and all sorts of other stuff.

Lots of happy memories locked into those walls. But


it was time for a change.

Since it was going to take a bunch of days for


the moving company to make it out to Austin, we
couldn’t just fly directly out there. Well, we could,
but we wouldn’t have any furniture or anything.

So, my wife and kids made a pitstop at her sister’s


house, and I went on a solo roadtrip with my dogs
and computers.

It came to around 1,800 miles by car, and I split it


up into four days.

I had grand plans of listening to industry podcasts


and audio books, but that didn’t happen at all. I went
with working the AM/FM dial the whole way through,
and that was great for some brainstorming and
hatching plans.

We moved into our new place on November 16. I


am still figuring out my way around here, and often
don’t know quite where I am, but I know I am home.

It’s never too late to take advantage of the


freedoms, big and small, afforded by this business.

States visited on my roadtrip (in the order I drove


through): New Jersey, Pennsylvania, Maryland, West
Virginia, Virginia, Tennessee, Georgia, Alabama,
Mississippi, Louisiana, and Texas.

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


Editor-in-Chief of FeedFront Magazine.

20 | January 2011 | FEEDFRONT MAGAZINE


By Logan Lenz

As someone who manages a called SnapEngage, and it has These changes have not only
handful of sites daily, I understand proven to be one of the best given me more freedom from the
how difficult it can be to break investments I have ever made as a headaches of running numbers
down conversion rates and marketer and website owner. and assessing variables all day, but
separate the methods that are it’s also yielded me an immense
working from the ones that I know what you’re thinking, increase in my conversion rates.
aren’t. When you spend money on “Nobody wants to be bothered
advertising your website(s), there by some IM window when they’re In November alone, with a smaller
are so many variables that come browsing a website.” I would advertising budget than the previous
into play that can get in the way of agree with you to a certain extent, month, I saw close to a 300%
your success. but because SnapEngage is so increase in conversions and more
extremely customizable, I urge you sales than I had seen with the larger
Reviewing and improving upon to give it a try. ad spend prior.
each of those variables is one
of the main reasons affiliate Since I installed SnapEngage on My findings just go to show that
marketing can be so tedious several of my websites, I updated people value human interaction
sometimes. a few things in order to optimize online. If I’m able to chat with
conversion rates. potential customers that will make
Wondering if your purchase button me money all day long, I am more
is in the right place on the site or • I only advertise the websites than happy to do it.
questioning whether you are using during my work hours where
the right color scheme shouldn’t be I know I will be online to chat Since it personalizes my website and
what drives us so crazy everyday. with visitors. builds trust with my customers, it’s a
Don’t we have more important strategy that I don’t mind spending
things to worry about when we’re • I make sure I am signed into my time on every day.
managing multiple sites? What GTalk whenever I can be to
about actually engaging with engage with visitors as often as
customers to make the sales? possible.

I recently installed an instant • I utilize SnapEngage’s “goto” Logan Lenz is the Founder of
messaging platform on my feature to direct website Endagon. He also helps aspiring
websites that allow me (or an visitors to the product/page entrepreneurs at www.loganlenz.
employee of mine) to chat with they’re looking for. This com.
every single website visitor function actually reloads the
automatically. The platform is visitor’s page for them.

FEEDFRONT MAGAZINE | January 2011 | 21


5. Build a Rapport
It’s easier to get a yes from affiliate
managers if you’ve established
a relationship with them. Reach
out to them even before you have
a request. Attend an affiliate
conference and arrange a personal
meeting there; an informal coffee
break for fifteen minutes will do.
Make sure to follow up after your
meeting and reiterate your request.
s an affiliate manager, I
get all kinds of requests 3. Emphasize the Aside from the five tips listed above,
from affiliates. I’ve Benefits don’t make the mistake of not
fulfilled many requests getting what you want because you
and said no to a few Show them how your request will simply don’t ask for it. So go ahead
others. To avoid that no, be beneficial to their program. and ask. If you get a no, thank them
here are five tips to get your wishes The goal of affiliate managers is for their time and keep in touch in
granted by affiliate managers. to increase sales, so focus on the case they change their mind or their
numbers. You’ll get their attention program policy changes.
1. Find Out Who They once you start talking about
increasing their sales or earnings Good luck in your next attempt
Are per click. in getting your wishes granted by
affiliate managers!
First, find the right person to talk You can also show them that you
to. You’ll find the affiliate manager’s can save them some money. For
email in the network account and example, offer a premium paid
welcome email. You can also use placement on your website for free,
the network’s online contact form. If if they are willing to fulfill your
this is your first attempt to contact request.
them, go through the contact form.
The manager will see that they have
a message when they log in to their 4. Show Them That
account and your message won’t You’re Worth It
get lost among other emails in their
inbox. Run a performance report to show
how much sales you’ve generated
You can also search for them on for them. The affiliate manager
various social networking sites, such may already review your program
as Twitter, LinkedIn and affiliate performance before your meeting,
forums. but it’s better to be prepared. Plus,
you won’t make a good impression
2. Do Your Research if you don’t know your numbers.

Get a background on their program If you’re new to that merchant’s


before you submit your request. If program, let them know what
you want to ask for vanity coupon you’ve done for their competitors.
codes, search coupon sites to see Mention that you’ve grown your
if that merchant has vanity coupon referrals for them by 50% in the
codes. If you want to ask for an past three months, for example.
exception to their current policy, You can also show your website
statistics, such as unique visitors. Mia Vallo manages the Network
read their policies first so you can Solutions® affiliate program
intelligently position your request. (networksolutionsaffiliates.com).

FEEDFRONT MAGAZINE | January 2011 | 23


Stephanie Lichtenstein, Jen Goode, Mike Buechele, Trisha Lyn Fawver

e all use social media networks to Don’t just send the generic “I’d like to add you to my
engage people and get our brand out network” message that LinkedIn provides. Tell the person
there. I use Twitter more for sharing why you’d like to connect. Do they have a business
interests, discussing sports, and for some you’re interested in? Are you in the same industry? Did
of my more geeky interests (like sci- you meet previously at a networking event, or have you
fi). Facebook is a mix of friends, family, and business worked with others at this person’s company? Make it
contacts. LinkedIn is all business. unique and take the time to show the person you’re
not just trying to increase your contacts for the sake of
You should use LinkedIn to increase your network reach, contacts. You can also export your contact list into a
get brand exposure for your business, and position CRM tool.
yourself as an expert in your field. When you do those
three things, then vendors, customers and possible
business partners will come to you. Use LinkedIn Answers.
It works the same way as Yahoo! Answers. You can
Have a complete profile with a search questions to answer or ask a question. This is
great for market research, searching for reviews of a
professional picture. service or software you’re thinking of purchasing, and
niche research. Above all, LinkedIn Answers is great to
Your history doesn’t need to read exactly like a brand yourself, increase exposure, and establish yourself
resume, but you should include the titles you’ve held, as an expert.
the companies you’ve worked for or started, and a
keyword rich summary under them. Add industry related
keywords in your headline, as well. Join and start groups.
You can include apps in your profile to keep it more There are groups and sub-groups for everything. I’m
current with items such as the RSS feed of your blog. a member of school, company specific, and industry
LinkedIn also has a status bar and an optional Twitter groups. Some are very selective and require approval.
update. I use Tweetdeck to post all my social profiles, By joining these groups, you are further increasing your
and suggest posting industry related topics on LinkedIn. brand and exposing yourself to more professionals

I get requests every week for my consulting services, all


Build your contact network. through word of mouth on LinkedIn for free.
When asking someone to connect with you, look to see I highly suggest reading “LinkedWorking” by Frank Agin
if you have a mutual contact (you’ll see it) and ask that and Lewis Howes for some great ideas on using LinkedIn
person to make an introduction for you. It always helps in your professional life.
to have a middleman break the ice for you. If not, then
send an invite to connect. Mike Buechele is the Founder of Adalytical, a Digital
Performance Marketing and Consulting company.

24 | January 2011 | FEEDFRONT MAGAZINE


ffiliate marketing care about the industry and helping Affiliate marketing forums also
forums are a great way their affiliates succeed. offer advertising to affiliates that
to communicate with a merchant wouldn’t otherwise be
affiliates, yet many Managers that restrict posting on able to reach. Forum software is
affiliate managers, forums to just information about optimized for search engines, and
merchants and OPMs their own program are limiting their your ad can show up quickly, as well
(Outsourced Program reach and not taking advantage of as in RSS feeds to social networks
Managers) ignore or fear them. The a wide range of affiliates that are and blogs that you wouldn’t
basis of online forums and social watching, reading, and ultimately normally have access too.
networks is to build relationships. deciding who to work with.
Online relationships built in forums
People go to forums of interest to Forums are the original social and other social networking can
them to learn about a topic and media and should be a part of then be expanded easily to offline
to meet other people interested in a plan to use all methods of networking conferences like Affiliate
the same topic. Affiliate marketing communication with affiliates Summit, making the limited time
forums are filled with people instead of relying on specifically you get at conferences more
interested specifically in affiliate social networking via sites like productive.
marketing. They want to talk about Twitter, LinkedIn, and Facebook.
it and find other people that do
what they do. Social networking sites are great
places to offer communication and
General affiliate marketing forums support, but some affiliates also
are a good resource for recruiting prefer to be somewhat anonymous,
and communicating with affiliates, especially when they are first
because affiliates are able to speak getting to know a manager or want
freely without the conversation to learn about a specific merchant.
being controlled by the merchant or
network. They want to be able to ask
questions, discuss problems and
Even negative feedback about a issues without managers and
merchant is a great opportunity for merchants knowing who they are.
an affiliate manager to come in and Some affiliates fear retribution if
address issues they may not have they bring up problems or support
realized were a problem, plus show issues that have gone unanswered.
affiliates that they are not afraid of
constructive criticism. Forums are a great place for
managers to do “damage control”
Being a vocal participant on affiliate by allowing issues to be discussed,
forums helps establish an affiliate and then providing support and
manager as an authority in the solutions. Even if a manager
industry, as affiliates read what has an issue that isn’t able to be Deborah Carney is an OPM, as well
managers have to say. Helping totally resolved to some affiliate’s as administrator of ABCsPlus.com
affiliates by answering questions not satisfaction, how the situation is and the Affiliate Summit forum.
just related to the program(s) they handled can make affiliates decide
manage shows affiliates that they to work with a manager (or not).

FEEDFRONT MAGAZINE | January 2011 | 25


ne of the most popular promotional methods If a merchant doesn’t have the margins to support
for businesses lately has been pre-paid deals. the initial discount, they need to look at this loss as a
We’ve all seen them from places like Groupon, customer acquisition cost, and work to make these new
LivingSocial, or DealEx, but are they a good customer repeat customers.
thing for merchants?

They are known by many names, such as “flash deals”, Does your business lend itself to this
“Groupons”, “group buying”, or simply “pre-paid sort of promotion?
vouchers”. Names aside, they allow a merchant to offer
deals to consumers that are so good that Just about any business can find a way
the consumer will pay for them. Generally, to structure this sort of deal to be good
they offer consumers a hefty discount for them. Services, high margin items, or
(40-60% off in many cases) in an effort to anything with a subscription attached tend
acquire a new repeat customer. to be great fits due to the high lifetime
value of bringing in a customer. If you’re
There have been some horror stories from not sure how a deal could work for your
businesses that trying these sorts of deals business, the providers of these sorts of
had a negative effect on their business. A services can talk you through ideas based
recent study from Rice University found on their experiences.
that 32% of surveyed businesses that
offered a deal with Groupon found them
to be unprofitable, and 40% said they Do you have a real
would never do another one. understanding of how
Statistics like this can make it a scary customers interact with your
proposition for many businesses. business?
Fortunately, with a little planning it
doesn’t have to be. Knowing things like average purchase
price, lifetime value of a typical customer,
Many merchants wonder how they can and time based buying trends can really help. This sort
take advantage of this new revenue source, without the of data can help you to calculate the return you can
risk to their business. There are some key questions expect to see by offering a deal, and ensure that it is
merchants should ask themselves when considering this going to be profitable for you.
avenue to drive additional revenue:
There can be a delicate balance between creating a
Is your goal short-term revenue, or deal that works for the merchant, but is still compelling
enough for the customer to actually buy. There are no
long-term growth? absolutes, but if a merchant asks themselves these
questions, creating a pre-paid deal can be a great way to
This may seem obvious, but it’s important. Offering drive additional revenue.
a deal like this to consumers generally will mean
the merchant may take a loss initially to acquire the
customer. If a merchant’s margins support the initial John Vehlewald is the VP of Affiliate Products at Inuvo,
discount, it’s a great way to drive short-term revenue. Inc.

26 | January 2011 | FEEDFRONT MAGAZINE


The affiliate marketing industry has a number of parent/ That said, I’m going to go out on a limb and say that it
child teams working together, such as Greg Rice and is never too early to encourage an interest in affiliate
Greg
eg Ri
Rice Jr.; Andy Rodriguez and Andy Rodriguez Jr.; marketing. My three-year-old certainly doesn’t know how
and Deborah Carney and Liz Fogg-Ababon. In recent
d Deb to do what I do as President and Affiliate Manager. But
years
rs I have become more involved in working with my she does know that “Mommy works on the computer a
father,
her, Bill Swartwout, in what is now our company. lot,” Mommy works with these things called “checks that
have cool pictures” on them, “Mommy types a lot,” and
Bill started planting the seed for my love of working in that Mommy has fun with her work. She even loves to
the Internet industry when I was a young teen, when he wear Mommy’s company hats and ID badges from past
first got on the Web. I’m currently working on instilling a Affiliate Summits saying that she’s going to work with
passion for technology with my three-year-old daughter, Mommy one day.
who has known how to find the browser on my iPhone so
that she could see the sports page icon, since she was
just 18 months old.

Now, at just three, she manipulates her two pages of


apps on my iPhone like a pro. It just goes to show, it’s
never too young to start teaching your child how to use
technology, or to get them interested in our industry, for
that matter.

In addition to affiliate marketing, my other job has


been an elementary school teacher. It has been my
experience that not every student is fond of working on
a computer. As I have surveyed my student’s families to
find out what kind of technology they have available in
their homes, the students with no interest in computers
often do not have access to them at home.

Kids need to have a foundation in computers, as


proficiency has become essential in education and the
workplace. . Today’s children will not have much choice
but to learn to use computers as we are engulfed in a
computer-centric society. As a teacher, I do whatever I
can to introduce the use of computers into my students
lives through daily lessons, kick-starting their computer
literacy skills - and they love it!

As a mother, I am sure to include my daughter in


learning to work whatever piece of technology I happen Jill, affiliate manager of www.GirlyChecks.com, is
to be using whenever she is nearby. president of the “parent” Beaches and Towns Network,
Inc.

FEEDFRONT MAGAZINE | January 2011 | 27


Avoiding the
Pitfalls of International
Marketing

here are many intricacies However, international expansion For any growing database
within international digital will be detrimental to the survival of marketing business, international
marketing, which often data owners and direct marketers, communication is crucial for
encourages marketing which means a consideration of the sustained success, however, there
companies to remain within different nuances across geographic are several pitfalls to consider before
the safety net of their own national location is vital. embarking on a global marketing
perimeters. operation.
The first difficulty in international
However, these are exciting times email marketing is the difference By researching individual country
for international email marketing in time zones. This can make a legislation and preference,
as a cost-effective way of huge difference to the success of organizations set themselves up
communicating with consumers. campaigns, as emails received at for successful ongoing international
the start of the day are proved to communication in the future.
Companies such as StrongMail, benefit from a much better open and
CheetahMail and Datran Media click rate. Not only this, but consider
are all US email vendors that the difficulties encountered by
have expanded globally, so going seasonal campaigns when you send
global makes sense for the email out an international email about
marketing specialists targeting their bikinis – it might be summer in the
consumers. US, but with winter in Australia,
your campaign suddenly loses all
But where do you start if you have relevance.
yet to dip your toe into international
waters? Another, more dangerous, issue
is legislation. Many countries vary
Communicating internationally in their laws on email marketing,
involves much more than simply and an awareness of these
gaining access to email addresses differences is vital in maintaining
abroad, as so many companies fail good international relations. Laws
to recognize. on privacy regulations and use of
personal details vary significantly
As the number of different, targeted depending on the country, and you
demographics you need to tailor could find yourself on the wrong side
towards suddenly soars, the time of the law if you don’t take the time
zones you work in clash and the to investigate these differences.
behavioral and cultural expectations
of your consumers differ, it’s easy Collecting data in countries that are
to see why some companies fall into yet to take full advantage of email
the trap of sending international marketing will enable you to build Paul Kemshell is co-founder of global
campaigns using the same brand awareness in a developing data owners and brokers www.wrm-
strategies as their own national industry. Sooner rather than later is media.com (+44 (0)1924 229 200).
campaigns. the adage here.

FEEDFRONT MAGAZINE | January 2011 | 29


o you remember the days when an animated reaping the rewards,” says McWilliams.
banner was all the rage? The affiliate
marketing industry has come a long way from The concept of pay-per-call is pretty simple. However,
that. Affiliates are no longer confined to the the methods by which affiliates are finding their
online arena. consumers are revolutionary, at least for this particular
industry.
One way affiliates are blurring the online/offline realms
is by partnering with sites that distribute local deals, Affiliates are taking out ads in local newspapers, securing
featuring brick-and-mortar businesses. The inventory on listings in local business directories, even going after
a daily deals site changes daily, making it natural fodder spots in Google Places, so when a consumer completes
for bloggers who are constantly looking for a local search; the affiliate’s pay-per-call
fresh content to share with their readers. number appears in results.

Affiliates also seek to partner with sites All these advertising methods existed pre-
like Groupon and LivingSocial because Internet, but now they’re being leveraged
of the regional relevance local deals can by traditionally online affiliates. Pay-per-call
provide to any website. “While a website also enables affiliates to tap into the mobile
has a national based audience, readers are market. These affiliates have run mobile
still finding content that works for them in contests, built cell phone apps and created
their little area of the world. Instantly, it various click-to-call campaigns. “For us,
makes that website even more applicable mobile affiliates are becoming a bigger part
for them,” explains Jenny Martin of of the program and we make customers out
SouthernSavers.com. of people who simply will not buy online,”
McWilliams explains.
To help affiliates display geo-targeted deal
content on their sites, Groupon created Mobile is undoubtedly the next step in the
a dynamic widget tool that automatically evolution of affiliate marketing. It will
features the deal most relevant to the completely remove the computer from the
reader based on their geographic location. affiliate marketing equation, and has the
Affiliates can customize this tool to either feature deals potential to secure incremental sales for the affiliate
from a specific locale, or to display deals based on the marketing channel.
reader’s location.
By harnessing cell phones, the affiliate has near constant
With this widget in place, the affiliate extends their access to the potential consumer and can take advantage
relevance offline and becomes a resource for deals in of all downtime, from commute to commode. Groupon
their visitor’s neighborhood. And, if our widget doesn’t expects to track affiliate-referred mobile transactions by
meet the affiliate’s requirement, then they’re welcome to the first quarter of 2011.
grab our API and have their way with it.

But it’s not just all about getting online shoppers into
offline stores. Matt McWilliams, an award-winning Carolyn is the director of affiliate marketing for
affiliate manager with Legacy Learning, a company that Groupon.com.
produces and sells multimedia training courses, pays
affiliates commission for each call they refer to the call
center. “Our affiliates are thrilled with it and we are

30 | January 2011 | FEEDFRONT MAGAZINE


By Shawn Collins

I went out for a three-mile run the other day, and almost
immediately I was looking for reasons to cut it short and
take a hot shower.

It was windy and cold. Rain was coming down. My foot


was hurting. Side stitches.

Then I got to thinking about Edison Peña.

He was the Chilean miner who was who was trapped for
69 days. Peña would take three to six mile underground
jogs in the dark to kill time and stay sane.

He finished the New York Marathon back in November


2010 on a busted knee.

Think of Edison Peña when you’re struggling with your


project or company. He could have stopped at five miles,
and everybody would have praised him. But he refused
to quit.

This reminds me of a blog post from Rob Rammuny,


“19 Entrepreneurs Reveal Why People Fail to Build a
Profitable Business“ (http://feedfront.com/fail).

I participated by answering…

My favorite insight about the line between


success and failure came from a keynote address
at Affiliate Summit East 2006 by Jim Bouton
(former New York Yankee, best-selling author,
and the inventor of Big League Chew):

‘I stumbled on to the secret of success, and that


is persistence.

I just kept going out for the team anyway, even


though I wasn’t successful.

Every summer out there playing ball.


Persistence… persistence was the key.

You don’t have to be educated, you don’t have to


be talented, you don’t have to be rich, you don’t
have to be lucky – it’s available to anyone.

I’m convinced most people don’t fail, they simply


stop trying.’

I love that ending. If you want to make your breaks and


be your own boss, you need to keep trying.

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


in-Chief of FeedFront Magazine.

FEEDFRONT MAGAZINE | January 2011 | 31


e’re all motivated rates improve 5-30% when phone
differently, but let’s numbers are included in the ads.
assume for a moment Advertisers are earning 1.5 to 2x “Pay-per-call is poised to be
that we’re all in business as much for converting calls as the next big thing. Lots of
to make money. they do for online transactions. opportunities for affiliates
– get off the sidelines
Are you familiar with the famous When it comes to most things, I already”
Gordon Gekko “greed is good” wouldn’t describe myself as an
speech in the original Wall early adopter. So, I get it. Call Shawn Collins,
Street? Well, that’s why you should Performance Marketing is new. Affiliate Summit
get off the sidelines and start You’re not yet sure how it will
running pay-per-call campaigns. work for you, how to get started
or how to prioritize it against the Well, ladies and gentlemen, we’re
(You might need to stand up and other things you are working on. not here to indulge in fantasy but
do your best slicked-back Michael Maybe validation from the people in a performance marketing and
Douglas when reading the next you trust – some of the leaders in economic reality. Opportunity is
part.) performance marketing – will help calling. Get off the sidelines already!
move you along: Just ask your network partners how
The point is, ladies and gentlemen, to get started. It’s easy.
that Call Performance Marketing is “Not all sales convert
good. Call Performance Marketing online. That’s why we
is right. Call Performance Marketing prefer using a solution
works. Call Performance Marketing where we can track
clarifies, cuts through and captures calls and clicks for our
the essence of performance advertisers.”
marketing. Call Performance
Marketing in all its forms. Call Don Batsford, Jr.,
Performance Marketing for online. Partner with 31 Media
Call Performance Marketing for
offline. Call Performance Marketing
for mobile. Call Performance “After weeks of precise
Marketing has marked the upward monitoring, I must admit
surge of performance marketing. that I’ve been convinced:
And Call Performance Marketing – there is a very bright
you mark my words – will not only future for pay-per-call
save your business but the entire affiliate programs. If you
industry of performance marketing. aren’t using PPCall yet,
I certainly recommend
Okay, joking aside, Call Performance giving it a shot”
Marketing is working for advertisers
and publishers, and it’s easy to get Geno Prussakov,
started. Pay-Per-Call campaigns are AM Navigator
generating millions for advertisers
and paying out millions in
commissions to publishers. “ Call Performance
Marketing has been such a
Nearly all of the leading affiliate huge success. After adding
networks now offer pay-per- pay-per-call to our affiliate
call, including CJ, LinkShare, program, I can’t imagine
ShareASale, and the Google Affiliate going back to a world
Network. Over 25,000 publishers where all we measured
have signed up for pay-per-call so was clicks and online
far this year. performance.”

Top publishers are earning over Travis Hopkins, Robert Duva is the co-founder
$75K/month promoting pay-per-call Progrexion Marketing and CMO of RingRevenue - www.
campaigns. Calls are converting 10x RingRevenue.com
better than clicks. Click-through

32 | January 2011 | FEEDFRONT MAGAZINE


Affiliate Summit West | 2011 AGENDA
Advice for people attending the Affiliate Summit
Saturday, January 8 conference for the first time.
Early Registration Shawn Collins, Co-founder, Affiliate Summit (Twitter @
Location: Registration Area affiliatetip)
Time: 4:00pm – 8:00pm (This Session is Open to all Pass Holders)
Come by Saturday evening to pick up your badge and Affiliate Improv!
attendee bag so you can enter immediately at noon on Session 1a
Sunday when the show opens! Location: Margaux 1
Time: 11:00am-12:00pm
Sunday, January 9 Five industry veterans brainstorm marketing ideas for
fictional items/services with audience participation. Idea
Booth Setup
to actionable solutions in one fun, lively hour. Come get
Location: Lafite Ballroom 4-9
your creative juices flowing!
Exhibitor Move In: 8:00am – 6:00pm
Experience level: Beginner
Registration
Target audience: Affiliates/Publishers
Location: Registration Area
Niche/vertical: Affiliate
Time: 8:00am – 6:00pm
Daniel M. Clark, Podcaster, Performance Marketer, QAQN
First Timers Guide for Affiliate Summit (Twitter @QAQN) (Moderator)
Location: Margaux 1 Andrew Bennett, Blogger/Photographer, BenSpark
Time: 10:00am-10:45am (Twitter @BenSpark)
Mike Buechele, Captain, Adalytical (Twitter @
mikebuechele)

Big Brands. Big Commissions.


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> Commission payments in multiple currencies > Exclusive coupons and offers
> Localized contracts, signup pages and affiliate interface > Email suppression list scrubbing
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> Website content and translation services

34 | January 2011 | FEEDFRONT MAGAZINE


Affiliate Summit West | 2011 AGENDA
Jen Goode, Doodler in Charge, JGoode Designs (Twitter Marketing Association (Twitter @pmassociation)
@jgoode) Hersh Sandhoo, CEO, HealthConverter.com (Twitter @
Wade Tonkin, Affiliate Manager, Football Fanatics (Twitter healthconverter)
@affile8warrior)
(This Session is Open to Gold, Platinum, and Diamond
(This Session is Open to Gold, Platinum, and Diamond
Pass Holders Only)
Pass Holders Only)
A Beginner’s Course on Blog Monetization Meet Market
Monetize Summit Location: Lafite Ballroom 1-3
Session 1b Time: 12:00pm – 6:00pm
Location: Margaux 2 Exhibitor Move In: 9:00am – 12:00pm
Time: 11:00am-1:00pm
Affiliate Summit kicks off with an extended session
This 2-hour session is designed with the novice in of structured, face to face networking. Merchants will
mind and will provide the fundamental knowledge have tables set to meet with affiliates to discuss their
needed to implement affiliate marketing into your blog affiliate programs and cut deals. Vendors that cater to
monetization plan while keeping your audience happy. affiliates and merchants will also have tables to share
You will learn how to select and apply to programs; information about their products and services. Each table
implement best practices while continuing to create your is a meeting spot for teaching, learning, closing deals,
compelling content and incorporate tools designed to creating partnerships and finding new opportunities.
entice prospective customers and drive traffic to your
website. Dominating Your Niche With Blogger Outreach
Experience level: Beginner Session 2a
Target audience: Affiliates/Publishers Location: Margaux 1
Niche/vertical: Blogging Time: 12:30pm-1:30pm
Jeremy Schoemaker, President, ShoeMoney Capital Learn the strategy that is transforming brand/product
(Twitter @shoemoney) promotion and how to effectively find, approach
(This Session Open to Monetize Summit Badge Holders & incentivize bloggers to get maximum exposure,
Only) exponential sales growth & total niche domination.

Creating a Successful Mastermind Group Experience level: Intermediate


Session 1c Target audience: Affiliates/Publishers, Merchants/
Location: Mouton 1 Advertisers, Networks
Time: 11:00am-12:00pm Niche/vertical: Bloggers
Chris Brogan, President, Human Business Works (Twitter
Mastermind groups can be an amazing help to building a @chrisbrogan) (Moderator)
business – yet most groups fail. Randy will discuss WHY, John Chow, CEO, TTZ Media, Inc. (Twitter @JohnChow)
and how to form a successful group to help you succeed. Murray Newlands, Co-Founder, Influence People (Twitter
@murraynewlands)
Experience level: Intermediate
Greg Rollett, CMO, Cognitiv (Twitter @g_ro)
Target audience: Affiliates/Publishers
Eric Schechter, Social Media Manager, Carnival Cruise
Niche/vertical: Development
Lines (Twitter @EricSchechter)
Randy Cassingham, Founder, Mastermind Source Jonathan Volk, CEO, Surge Marketing Inc. (Twitter @
JonathanVolk)
(This Session is Open to Gold, Platinum, and Diamond
(This Session is Open to Gold, Platinum, and Diamond
Pass Holders Only)
Pass Holders Only)
Identifying Scam Networks
Session 1d A Beginner’s Course on Blog Monetization
Location: Mouton 2 Monetize Summit
Time: 11:00am-12:00pm Session 2b
Location: Margaux 2
This panel will engage in a transparent discussion on Time: 11:00am-1:00pm
what it takes to trust an affiliate network with your traffic This 2-hour session is designed with the novice in
or your campaigns. mind and will provide the fundamental knowledge
needed to implement affiliate marketing into your blog
Experience level: Advanced monetization plan while keeping your audience happy.
Target audience: Affiliates/Publishers, Merchants/ You will learn how to select and apply to programs;
Advertisers implement best practices while continuing to create your
Niche/vertical: Networks compelling content and incorporate tools designed to
entice prospective customers and drive traffic to your
Lucas Brown, Chief Executive Officer, HasOffers.com website.
(Twitter @hasoffers) Experience level: Beginner
Rebecca Madigan, Executive Director, Performance Target audience: Affiliates/Publishers

FEEDFRONT MAGAZINE | January 2011 | 35


Affiliate Summit West | 2011 AGENDA
Niche/vertical: Blogging Monetize Summit
Jeremy Schoemaker, President, ShoeMoney Capital Session 3b
(Twitter @shoemoney) Location: Margaux 2
Time: 2:00pm-3:00pm
(This Session Open to Monetize Summit Badge Holders
Discussion of the monetization of pop culture content
Only)
through monitoring trends, buying relevant domains,
Web Redesign by the Numbers creating sites quickly, and cultivating communities.
Session 2c Experience level: Beginner
Location: Mouton 1 Target audience: Affiliates/Publishers
Time: 12:30pm-1:30pm Niche/vertical: Affiliate
Lisa Picarille, Consultant, lisapicarille.com (Twitter @
Using web analytics and online marketing best practices LisaP) (Moderator)
to redesign your website for optimal conversions and James Keating, VP of Marketing & International,
revenue. ShopWiki Corp (Twitter @jameskeating)
Tricia Meyer, Owner, Sunshine Rewards (Twitter @
Experience level: Beginner, Intermediate, Advanced sunshinetricia)
Target audience: Affiliates/Publishers, Merchants/ Kim Rowley, Founder, Key Internet Marketing, Inc.
Advertisers (Twitter @kimarketing)
Niche/vertical: Analytics (This Session Open to Monetize Summit Badge Holders
Sharon Mostyn, Assistant Vice President, eCommerce, Only)
1st Mariner Bank (Twitter @sharonmostyn)
Step Up Your Revenue With Lead-Gen Expertise
(This Session is Open to Gold, Platinum, and Diamond Session 3c
Pass Holders Only) Location: Mouton 1
Time: 2:00pm-3:00pm
Email Marketing and the Brand
Session 2d Why lead-generation is THE campaign style of choice for
Location: Mouton 2 long-term stability and baller status. We’ll cover rarely
Time: 12:30pm-1:30pm utilized strategies for higher payouts, quicker payments,
and analyzing offers.
Email marketing has been successful year after year due
to its results and scalability. In this session affiliates will Experience level: Intermediate
learn agency tips on how to target, segment, control and Target audience: Affiliates/Publishers
test brand offers. Niche/vertical: Lead-gen

Experience level: Intermediate Boone Riddle, Network Manager, Underground Elephant


Target audience: Affiliates/Publishers (Twitter @booneriddle)
Niche/vertical: Email Marketing (This Session is Open to Gold, Platinum, and Diamond
Megan Conahan, VP of Advertising Sales, Direct Agents Pass Holders Only)
(This Session is Open to Gold, Platinum, and Diamond
Pass Holders Only) Banking On Infomercials – A MultiChannel Profit
Opportunity
Making Money With Affiliate Programs for Session 3d
Beginners Location: Mouton 2
Session 3a Time: 2:00pm-3:00pm
Location: Margaux 1
Time: 2:00pm-3:00pm As web content rapidly shifts to video, learn how to: use
one video method to increase profits now; discover new
Fast track to profitability by understanding the different hit products before your competitors; and interact with
revenue models, industry players and tips for selecting networks to gain the edge.
profitable topics, website builders, content creation,
avoiding mistakes and more. Experience level: Intermediate
Target audience: Affiliates/Publishers, Networks
Experience level: Beginner Niche/vertical: AsSeenOnTV
Target audience: Affiliates/Publishers
Niche/vertical: Newbies Frank Bianco, COO, Pear Lake Partners LLC
Curtis A. Clarke, CEO, AsSeenOnPC.com (Twitter @
James Martell, President, Net Guides Publishing Inc. As_Seen_On_PC)
(Twitter @JamesMartell) Andrew Latimer, CEO, Bluewater Media
(This Session is Open to Gold, Platinum, and Diamond Rus Sarnoff, President, Integrated Marketing (Twitter @
Pass Holders Only) RusSarnoff)

Monetizing Pop Culture Content (This Session is Open to Gold, Platinum, and Diamond
Pass Holders Only)
36 | January 2011 | FEEDFRONT MAGAZINE
Affiliate Summit West | 2011 AGENDA
Local Lead Generation – Heaven & Hell Increasing conversions is a scientific process, and in this
Session 4a session, we’re going to examine what works and, more
Location: Margaux 1 important, WHY it works. If you’re new to this kind of
Time: 3:30pm-4:30pm thing, you’ll be blown away by the factors that influence
conversions!
Learn about how local lead generation works as well as
Experience level: Beginner
the positives & negatives to this often discussed “next
Target audience: Affiliates/Publishers
generation” of affiliate marketing.
Niche/vertical: Conversions
Experience level: Beginner, Intermediate Christopher Pearson, Overlord, DIYthemes.com (Twitter
Target audience: Affiliates/Publishers, Merchants/ @pearsonified)
Advertisers, Networks, Other (This Session Open to Monetize Summit Badge Holders
Niche/vertical: Local Only)
Ad Hustler, Chief Hustler, Ad Hustler, LLC (Twitter @
Mobile Marketing – The 97% Response Rate
adhustler)
Channel
Amanda Orson, Managing Partner, Lacuna Group LLC
Session 4c
(Twitter @phillian)
Location: Mouton 1
(This Session is Open to Gold, Platinum, and Diamond
Time: 3:30pm-4:30pm
Pass Holders Only)
50% of American’s will have smartphones by the end
Tips and Tricks to Increase Website Conversions
of 2011. Learn how to capture highly qualified leads &
Monetize Summit
follow up using SMS text messages, iPhone & Android
Session 4b
apps, and local & toll free phone numbers.
Location: Margaux 2
Time: 3:30pm-4:30pm

FEEDFRONT MAGAZINE | January 2011 | 37


Affiliate Summit West | 2011 AGENDA
Experience level: Intermediate, Advanced Joe Sousa, Owner, Internet Marketing Associates (Twitter
Target audience: Affiliates/Publishers, Merchants/ @drcool73)
Advertisers
(This Session Open to Monetize Summit Badge Holders
Niche/vertical: Lead Generation and Follow Up
Only)
Brian Williams, President, Main Street USA Marketers
(Twitter @brianwilliams) (Moderator) Facebook Open Graph – Beyond the Like Button
Mike Koenigs, CEO & Co-Founder, Traffic Geyser (Twitter Session 5c
@mikekoenigs) Location: Mouton 1
Time: 5:00pm-6:00pm
(This Session is Open to Gold, Platinum, and Diamond
Pass Holders Only) A clear and understandable way to garner traffic through
Facebook by developing marketing programs that allow
B2B Affiliate Marketing: New Technologies, New
users to post specific activity to their wall.
Opportunities
Session 4d Experience level: Beginner
Location: Mouton 2 Target audience: Affiliates/Publishers, Merchants/
Time: 3:30pm-4:30pm Advertisers
Niche/vertical: Facebook
Learn how new technology and better call tracking
capabilities could make the B2B space the next hot Kevin Keranen, Founder, Demand Key Media (Twitter @
opportunity for affiliates. kkrocks)
Beaudon Spaulding, Founder, Blogger Syndication
Experience level: Intermediate (Twitter @beaudon)
Target audience: Affiliates/Publishers
(This Session is Open to Gold, Platinum, and Diamond
Niche/vertical: B2B Affiliate Marketing
Pass Holders Only)
Brian Waldman, VP Marketing & Strategy, Merchant
Warehouse Make it Legal! Advantages of Legalizing Businesses
Session 5d
(This Session is Open to Gold, Platinum, and Diamond
Location: Mouton 2
Pass Holders Only)
Time: 5:00pm-6:00pm
Enterprise SEO for Social Publishers
Philip Akalp will change the way small businesses think
Session 5a
about legalizing their business, as he scurries away
Location: Margaux 1
falsities of Incorporating and forming LLC’s, while sharing
Time: 5:00pm-6:00pm
many key advantages.
Do you rely on content to acquire users and drive
Experience level: Intermediate
revenue? Learn how get more pages indexed, get
Target audience: Affiliates/Publishers
restricted content to rank, and use social to drive your
Niche/vertical: Legalizing Business
search rankings.
Philip K. Akalp, CFO, Corpnet.com (Twitter @Corpnet)
Experience level: Advanced
(This Session is Open to Gold, Platinum, and Diamond
Target audience: Affiliates/Publishers, Merchants/
Pass Holders Only)
Advertisers
Niche/vertical: Social Publishing Affiliate Summit Newcomer Program Meetup
Location: Mouton 2
CT Moore, Account Strategist, NVI (Twitter @
Time: 6:30pm – 7:30pm
gypsybandito)
(This Session is Open to Gold, Platinum, and Diamond (Open to all attendees enrolled in the Affiliate Summit
Pass Holders Only) Newcomer Program)

Using Datafeeds to Monetize Sites Monday, January 10


Monetize Summit
Session 5b Continental Breakfast
Location: Margaux 2 Location: Lafite Ballroom 1-3
Time: 5:00pm-6:00pm Time: 9:00am-10:00am
Discussion on using datafeeds to monetize sites.
Experience level: Beginner, Intermediate (Breakfast is Open to Platinum and Diamond Pass
Target audience: Affiliates/Publishers Holders with Breakfast Tickets Only)
Niche/vertical: Affiliate
Scott Jangro, President, MechMedia (Twitter @jangro) Coffee Service
Eric Nagel, President, Eric Nagel & Associates, Inc Location: Meal Area
(Twitter @esnagel) Time: 10:00am-12:30pm and 2:00pm-6:00pm

38 | January 2011 | FEEDFRONT MAGAZINE


Affiliate Summit West | 2011 AGENDA
Registration Niche/vertical: Affiliate Mentality
Location: Registration Area
Greg Hoffman, President, Greg Hoffman Consulting
Time: 7:30am – 5:00pm
(Twitter @akagorilla) (Moderator)
Tricia Meyer, Owner, Sunshine Rewards (Twitter @
Blogger Room
sunshinetricia)
Location: La Tache
Eric Nagel, President, Eric Nagel & Associates, Inc
Time: 8:30am – 6:00pm
(Twitter @esnagel)
The Blogger’s Lounge is an area reserved for Kim Rowley, Founder, Key Internet Marketing, Inc.
credentialed bloggers/press to grab some desk space, (Twitter @kimarketing)
blog, interview, relax and network. Heather Smith will (This Session is Open to Platinum and Diamond Pass
be the BlogMistress of the Affiliate Summit Blogger’s Holders Only)
Lounge, where she’ll be acting as liaison between
Affiliate Summit and the press and bloggers attending Affiliate Marketing in a Digital World
the show. Session 6c
Location: Mouton 1
Heather Smith, Blogger, Beautiful British Columbia
Time: 11:30am-12:30pm
(Twitter @heatherinbc)
Exhibit Hall Affiliate marketers face challenges making money on
Location: Lafite Ballroom 4-9 lower priced items such as MP3’s and eBooks. We’ll
Time: 10:00am – 5:00pm present best practices and some tips and tricks that
work.
(Exhibitors may set up beginning at 9:00am.)
Experience level: Beginner, Intermediate
Opening Remarks & Keynote
Target audience: Affiliates/Publishers
Location: Encore Theater
Niche/vertical: Digital
Time: 9:45am – 10:45am
Jim Kukral, CEO, The Attention! Formula (Twitter @ Brian Chapman, Manager, Affiliate Channel, Amazon.com
jimkukral)
(This Session is Open to Platinum and Diamond Pass
Drew Eric Whitman, International Advertising Consultant,
Holders Only)
Author, Trainer. Author of, CA$HVERTISING (Twitter @
drewericwhitman) Social Media – A Marketing Bonanza
(This Session is Open to All Pass Holders) Session 6d
Location: Mouton 2
The New SEO Toolset
Time: 11:30am-12:30pm
Session 6a
Location: Margaux 1 Social media is becoming a mature industry and the
Time: 11:30am-12:30pm marketing opportunities are expanding daily. As the
Fast paced – deep dive into tools for beginners through social media providers mature, so do their policies and
advanced SEO practitioners. restrictions. Successes through social media are there
waiting for you, provided one knows and observes the
Experience level: Intermediate, Advanced rules of the road.
Target audience: Affiliates/Publishers, Merchants/
Advertisers Experience level: Intermediate, Advanced
Niche/vertical: SEO Target audience: Affiliates/Publishers, Merchants/
Advertisers, Networks
Wil Reynolds, Founder, SEER Interactive (Twitter @
Niche/vertical: Social Media
wilreynolds)
Gary Kibel, Partner, Davis & Gilbert LLP (Twitter @
(This Session is Open to Platinum and Diamond Pass
GaryKibel_law) (Moderator)
Holders Only)
Sal Conca, Director of Affiliate Marketing, NETexponent
(Twitter @netexponent)
Inside the Minds of Affiliates
Wade Sisson, Director of Marketing, Schaaf-
Session 6b
PartnerCentric (Twitter @schaafpc)
Location: Margaux 2
Time: 11:30am-12:30pm (This Session is Open to Platinum and Diamond Pass
Holders Only)
CPS affiliates discuss datafeeds, coupons, communication
Luncheon
& incentives in a merchant’s affiliate program. Merchants
Location: Meal Area
and networks will learn how to engage and motivate
Time: 12:30pm-1:45pm
affiliates.
(Lunch is Open to Platinum and Diamond Pass Holders
Experience level: Intermediate With Lunch Tickets Only)
Target audience: Merchants/Advertisers

FEEDFRONT MAGAZINE | January 2011 | 39


Affiliate Summit West | 2011 AGENDA
The Power of Nonverbal Website Intelligence Holders Only)
Session 7a
Location: Margaux 1 Leverage Your Personal Brand for Affiliate Success
Time: 2:00pm-3:00pm Session 7d
Location: Mouton 2
Your content is verbal communication, but did you know Time: 2:00pm-3:00pm
that your site communicates in nonverbal ways, too?
Learn how to use these “under the radar” marketing Many successful affiliate marketers transcend the brands
tactics to increase subscribers and sales. they represent and become a brand themselves. Learn
how they turned their face, personality and reputation
Experience level: Intermediate into affiliate success.
Target audience: Affiliates/Publishers
Niche/vertical: Persuasion Experience level: Intermediate
Target audience: Affiliates/Publishers
Derek Halpern, Chief Persuasion Officer, DIYthemes.com
Niche/vertical: Affiliate
(Twitter @DerekHalpern)
Marty Fahncke, President, FawnKey & Associates (Twitter
(This Session is Open to Platinum and Diamond Pass
@FawnKey) (Moderator)
Holders Only)
Jim Kukral, CEO, The Attention! Formula (Twitter @
jimkukral)
SEO Site Review/Clinic
Geno Prussakov, Founder, AM Navigator, LLC (Twitter @
Session 7b
eprussakov)
Location: Margaux 2
Barbara Rozgonyi, CEO, CoryWest Media, LLC (Twitter @
Time: 2:00pm-3:00pm
wiredprworks)
Live Q&A, site audits and suggestions on how to help the (This Session is Open to Platinum and Diamond Pass
internal site structure, as well as ideas how to build a Holders Only)
better site for organic rankings.
SEO – Ask the Pros
Experience level: Intermediate Session 8a
Target audience: Merchants/Advertisers Location: Margaux 1
Niche/vertical: SEO Time: 3:30pm-4:30pm

Rae Hoffman-Dolan, CEO, Outspoken Media (Twitter @ Get a full-spectrum view of cutting-edge thinking and
sugarrae) have your own opportunity to ask for SEO advice from
Michael Gray, President, Atlas Web (Twitter @graywolf) some of the most respected and trusted search engine
Kenny Hyder, Founder, Hyder Media (Twitter @ optimizers in the business.
kennyhyder)
Experience level: Beginner, Intermediate, Advanced
Michael Streko, Co-Founder, KnowEm LLC (Twitter @
Target audience: Affiliates/Publishers, Other
streko)
Niche/vertical: Search Engine Optimization
(This Session is Open to Platinum and Diamond Pass
Bruce Clay, President, Bruce Clay, Inc. (Twitter @
Holders Only)
bruceclayinc) (Moderator)
Profit From Trendspotting Greg Boser, SVP of Search Services, BlueGlass
Session 7c Interactive, Inc. (Twitter @GregBoser)
Location: Mouton 1 Todd Friesen, Director of SEO, Performics (Twitter @
Time: 2:00pm-3:00pm oilman)
Stephan Spencer, Co-author, The Art of SEO (Twitter @
Learn tricks for spotting the hottest trends in pop sspencer)
culture, fashion, technology, art and more and learn how (This Session is Open to Platinum and Diamond Pass
being on the cutting edge of trends can translate into Holders Only)
more money for your affiliate sites.
Evolution of Affiliate Marketing
Experience level: Intermediate Session 8b
Target audience: Affiliates/Publishers Location: Margaux 2
Niche/vertical: Social Media Time: 3:30pm-4:30pm
Lisa Picarille, Consultant, lisapicarille.com (Twitter @
LisaP) (Moderator) Through a series of case studies, explore how affiliate
Scott Jangro, President, MechMedia (Twitter @jangro) marketing has grown from text links and banners to
Stephanie Lichtenstein, President & Founder, Micro Media geo-targeted mobile campaigns. Discover what market
Marketing (Twitter @MicroSteph) factors drove this growth.
Lisa Riolo, Co-Founder, Impact Radius (Twitter @lisariolo)
(This Session is Open to Platinum and Diamond Pass

40 | January 2011 | FEEDFRONT MAGAZINE


Affiliate Summit West | 2011 AGENDA
Experience level: Beginner (This Session is Open to Platinum and Diamond Pass
Target audience: Affiliates/Publishers, Merchants/ Holders Only)
Advertisers, Networks
Ask the Experts
Niche/vertical: Affiliate
Location: Mouton 2
Eric Collins, COO, Mobile Posse (Twitter @MobilePosse) Time: 5:00 pm-6:00pm
Rob Duva, CMO, RingRevenue (Twitter @RingRevenue)
(This Session is Open to All Pass Holders)
Mark Silliman, CEO, Spadout.com
Carolyn Tang Kmet, Director of Affiliate Marketing, Ask the Experts will be an opportunity for merchants,
Groupon.com (Twitter @catango) networks and affiliates to ask questions about various
(This Session is Open to Platinum and Diamond Pass specialties and issues.
Holders Only)
Hand picked experts will handle topics in their specialty,
The Regulatory Landscape for Advertisers, and conduct chats, answer questions and share opinions
Affiliates, Networks during this networking and education session.
Session 8c Buying Distressed Websites & Blogs for Cheap: Matt
Location: Mouton 1 Mickiewicz, Co-Founder, 99designs, SitePoint & Flippa
Time: 3:30pm-4:30pm (Twitter @99designs)
Content Creation Strategies for Increased Conversions:
The FTC and state AGs are aggressively attacking
Facebook Games Are The Largest Affiliate Opportunity:
affiliate networks. Anyone in the chain-advertiser,
Alex Rampell, CEO, TrialPay, Inc., Rosalind Gardner,
network, affiliate-could be liable. Learn how to avoid a
Super Affiliate, Affiliate Blogger PRO (Twitter @
regulatory attack against you!
rosalindgardner)
Great Social Networking Strategies for Affiliate
Experience level: Beginner, Intermediate
Marketing: Evan Weber, CEO, Experience Advertising
Target audience: Affiliates/Publishers, Merchants/
(Twitter @experienceads)
Advertisers, Networks
Measuring the Social Impact of Your Content: Julie
Niche/vertical: Legal
Greenhouse, SVP, Publisher Services and Business
Brian Clark, CEO, Copyblogger Media (Twitter @ Development, ShareThis (Twitter @jgreenhousenyc)
copyblogger) (Moderator)
Thomas Cohn, Of Counsel, Venable LLP The Next Evolution In Affiliate Marketing
Dean Graybill, Assistant Regional Director, Western Sponsored Session
Region – San Francisco, Federal Trade Commission Location: Mouton 1
William Rothbard, Attorney, Law Offices of William I. Time: 6:00pm-7:00pm
Rothbard
Finally out of a non-compete from his multi-million dollar
(This Session is Open to Platinum and Diamond Pass sale of AuctionAds, Jeremy Schoemaker is launching
Holders Only) his new game changing affiliate software. Come see the
launch and get an account for life.
Mobile Affiliate Site Strategies
Session 8d Jeremy Schoemaker, President, ShoeMoney Capital
Location: Mouton 2 (Twitter @shoemoney)
Time: 3:30pm-4:30pm (This Session is Open to all Pass Holders)

We’ve all heard that “mobile is the next big thing”, but
how do you make it actually work for you as an affiliate? Tuesday, January 11
In this panel we will explore profitable mobile affiliate
site strategies, SEO techniques, paid ads and affiliate Continental Breakfast
offers to show you how to make a mobile web presence Location: Lafite Ballroom 1-3
that makes money. Time: 9:00am-10:00am

Experience level: Intermediate, Advanced (Breakfast is Open to Platinum and Diamond Pass
Target audience: Affiliates/Publishers, Merchants/ Holders with Breakfast Tickets Only)
Advertisers
Coffee Service
Niche/vertical: Mobile
Location: Meal Area
Dush Ramachandran, VP Sales & Business Development, Time: 10:00am-12:30pm and 2:00pm-6:00pm
ClickBank (Twitter @DushR) (Moderator)
Scott Bain, Mobile Marketing Manager, Neverblue (Twitter Registration
@scottbain) Location: Registration Area
Michael Martin, Owner, Mobile Martin (Twitter @ Time: 8:00am – 3:00pm
googleandblog)
Keith Posehn, President, Zorz LLC (Twitter @kzorz)

FEEDFRONT MAGAZINE | January 2011 | 41


Affiliate Summit West | 2011 AGENDA
Blogger Room systems, where do you concentrate? Where are
Location: La Tache your users ? What is the winning platform for mobile
Time: 8:30am – 4:00pm eCommerce?
The Blogger’s Lounge is an area reserved for
Experience level: Advanced
credentialed bloggers/press to grab some desk space,
Target audience: Affiliates/Publishers, Merchants/
blog, interview, relax and network. Heather Smith will
Advertisers
be the BlogMistress of the Affiliate Summit Blogger’s
Niche/vertical: Mobile Commerce
Lounge, where she’ll be acting as liaison between
Affiliate Summit and the press and bloggers attending Navin Ganeshan, Chief Product Strategist, Network
the show. Solutions (Moderator)
Munish Gandhi, CEO & Founder, Hy.ly Inc. (Twitter @
Heather Smith, Blogger, Beautiful British Columbia
munishgandhi)
(Twitter @heatherinbc)
Barg Upender, CEO, Mobomo LLC (Twitter @
bargupender)
Exhibit Hall
Location: Lafite Ballroom 4-9 (This Session is Open to Platinum and Diamond Pass
Time: 10:00am – 4:00pm Holders Only)
(Exhibitors may set up beginning at 9:00am.) Uncovering Advanced Paid Search Strategies
Session 9c
Opening Remarks & Keynote Location: Mouton 1
Location: Encore Theater Time: 11:30am-12:30pm
Time: 10:00am – 11:15am
Jim Kukral, CEO, The Attention! Formula (Twitter @ Gill will provide a checklist of qualities advertisers
jimkukral) should look for to bring PPC campaigns to the next
Brian Solis, Principal of FutureWorks, FutureWorks, level, including traffic quality, targeting and tracking
(Twitter @briansolis) capabilities, and customer service.
(This Session is Open to All Pass Holders) Experience level: Advanced
Improving the Affiliate/Affiliate Manager Target audience: Merchants/Advertisers
Relationship Niche/vertical: Search Advertising
Session 9a
Location: Margaux 1
Time: 11:30am-12:30pm
This session will help affiliates learn how to get the most
out of their AMs and help AMs learn how they can get
the most out of their affiliates and make it a mutually
beneficial relationship.

Experience level: Intermediate


Target audience: Merchants/Advertisers
Niche/vertical: Affiliate
Todd Farmer, CEO, PerformStreet Media (Twitter @
toddfarmer) (Moderator)
Jamie Birch, CEO, JEBCommerce, LLC (Twitter @
jamieebirch)
Jason Rubacky, Affiliate Development Manager,
ShareASale (Twitter @jasonrubacky)
Joe Sousa, Owner, Internet Marketing Associates (Twitter
@drcool73)
Logan Thompson, Owner, Blink Source (Twitter @
drumminlogan)
(This Session is Open to Platinum and Diamond Pass
Holders Only)

Are Your Buyers Mobile, Yet?


Session 9b
Location: Margaux 2
Time: 11:30am-12:30pm

With the splintered marketplace for phones, operating

42 | January 2011 | FEEDFRONT MAGAZINE


Affiliate Summit West | 2011 AGENDA
Gill Brown, VP, Advertising Networks, LookSmart
(This Session is Open to Platinum and Diamond Pass
Social Media Business Etiquette – Do’s & Don’ts
Holders Only)
Session 10c
Location: Mouton 1
Google Analytics: Stop Wondering And Start
Time: 2:00pm-3:00pm
Measuring
Session 9d
In the dynamic field of social media, businesses are
Location: Mouton 2
quickly adapting. From big corporations to startups, this
Time: 11:30am-12:30pm
session will get conversation flowing with ideas, best
practices, and past experiences.
If you use Google Analytics just to see how many people
are coming to your site, you’re leaving money on the
Experience level: Intermediate, Advanced
table. If your site has actionable items, you can extract
Target audience: Other
hugely profitable data from GA.
Niche/vertical: Social Media
Experience level: Beginner Nadia Aly, CEO, Digi Talk Labs (Twitter @DigiTalkVan)
Target audience: Affiliates/Publishers, Merchants/ (Moderator)
Advertisers, Networks Elliott Lemenager, Online Community Manager, Microsoft
Niche/vertical: Analytics (Twitter @elemenager)
Marcus Nelson, Director of Social Media, Salesforce.com
Joshua Ziering, Owner, Full Speed SEO (Twitter @
(Twitter @marcusnelson)
JoshuaZiering)
Mike Whitmore, President, Fresh Consulting (Twitter @
(This Session is Open to Platinum and Diamond Pass mikewhitmore)
Holders Only)
(This Session is Open to Platinum and Diamond Pass
Luncheon Holders Only)
Location: Meal Area
Time: 12:30pm-1:45pm New Developments in Automated Monetization
Session 10d
(Lunch is Open to Platinum and Diamond Pass Holders
Location: Mouton 2
With Lunch Tickets Only)
Time: 2:00pm-3:00pm
Why Affiliates Should Dominate Local Marketing
Session 10a Novel technologies that facilitate sophisticated
Location: Margaux 1 monetization techniques with minimal skill or time
Time: 2:00pm-3:00pm investment have recently risen to prominence. This panel
explores how the publisher can benefit.
Local Marketing is projected to be a multi-billion dollar
niche. This session will show how innovative affiliates can
Experience level: Beginner, Intermediate, Advanced
take advantage of opportunities in this niche in ways that
Target audience: Affiliates/Publishers
no other channel can.
Niche/vertical: Content Monetization
Experience level: Intermediate, Advanced Kristopher Jones, President & CEO, KBJ Interactive
Target audience: Affiliates/Publishers (Twitter @krisjonescom) (Moderator)
Niche/vertical: Local Paul Edmondson, CEO, HubPages (Twitter @
pauledmondson)
Angel Djambazov, OPM, Custom Tailored Marketing
James Everingham, CTO, Pixazza
(Twitter @djambazov)
(This Session is Open to Platinum and Diamond Pass (This Session is Open to Platinum and Diamond Pass
Holders Only) Holders Only)

FTC Prosecution of Affiliates for Advertising Claims Closing Keynote: Listen To This! Achieving Work/
Session 10b Life Balance
Location: Margaux 2 Location: Mouton 1
Time: 2:00pm-3:00pm Time: 3:30pm-4:30pm
The FTC’s focus on prosecuting affiliate networks;
lessons from the FTC’s recent case against affiliates, FTC In this lively talk, entrepreneur Dave Taylor will share
v. Cantkier, et al.; and what this means for you. why it’s critical to balance your work with fun time and
Experience level: Intermediate your life. Change your return ticket if needed, just make
Target audience: Affiliates/Publishers sure you attend this session!
Niche/vertical: FTC Dave Taylor, Principal, AskDaveTaylor.com (Twitter @
Amy Lloyd, Attorney, Ifrah PLLC DaveTaylor)
(This Session is Open to Platinum and Diamond Pass
Holders Only) (This Session is Open to All Pass Holders)

FEEDFRONT MAGAZINE | January 2011 | 43


Drew Eric Whitman
Most people determine their career path
in high school or college, but Drew Eric
Whitman—a.k.a. “Dr. Direct!™”—couldn’t
wait to get started. He began creating
advertising at age 11 by writing and
designing direct-response catalogs of
jokes, gags and novelties. Complete with
product illustrations, order forms, and
postage charts, he distributed them to
his 5th grade classmates by the armful
and collected cash orders in equal
abundance. Although his teachers did not
encourage Drew’s entrepreneurial spirit
(Perhaps because of the live whoopee
cushion demonstration he performed on
the teacher without her knowledge… yes,
really.), it marked the beginning of an
exciting career in the wacky and wonderful
world of creative writing and advertising.

Many years later, after extensive


experience in face-to-face selling of
everything from printing to clothing…
jewelry to real estate, a degree in
advertising from Philadelphia’s Temple
University started the ball rolling. Today,
Drew is a dynamic, humorous and
philosophical independent advertising
writer, trainer and consultant with over
26 years of in-the-trenches professional
advertising experience.

Drew worked for the direct-response


division of the largest ad-agency in
Philadelphia… was Senior Direct Response
Copywriter for one of the largest direct-
to-the-consumer insurance companies
in the world… and Associate Copy Chief
for catalog giant, Day-Timers. Drew
created powerfully effective advertising
for companies ranging from small
retail shops to giant, multi-million
dollar corporations. His work has been
used by many of the most successful
companies and organizations in the United
States including: American Automobile
Association, Advertising Specialty Institute,
American Legion, Amoco, Office Max,
Faber-Castell, Texaco, Staples, TV Guide,
and many others.

He’s the author of the best-seller,


“CA$HVERTISING: How to Use More Than
100 Secrets of Ad-Agency Psychology
to Make Big Money Selling Anything to
Anyone”… and producer of the nationally
acclaimed “CA$HVERTISING Clinic” 3-hour
advertising crash-course.

When he’s not writing, Drew is thinking


about what he should be writing, or
trying to find the best enchiladas and
salsa in Southern California with his wife
Lindsay and flat-coated retriever, Joey…
the sweetest four-pawed beast on planet
earth.

44 | January 2011 | FEEDFRONT MAGAZINE


Brian Solis
Brian Solis is the author of Engage!
The complete guide for businesses to
build and measure success in the social
web. Brian is globally recognized as
one of the most prominent thought
leaders and published authors in new
media. A digital analyst, sociologist, and
futurist, Solis has influenced the effects
of emerging media on the convergence
of marketing, communications,
and publishing. He is principal of
FutureWorks, an award-winning New
Media agency in Silicon Valley, and has
led interactive and social programs
for Fortune 500 companies, notable
celebrities, and Web 2.0 startups.
BrianSolis.com is among the world’s
leading business and marketing online
resources.

FEEDFRONT MAGAZINE | January 2011 | 45


Speaker Bios
Philip Akalp Excelling at performance marketing initiatives with
Philip K. Akalp is an Internet entrepreneur and an several national, publicly traded retailers and online
attorney licensed in California (Bar No. 197982). service providers, Jamie’s work has expanded and
Through the various “Do-It-Yourself” and “Business- evolved. Today, it includes all facets of online marketing:
Startup” services he has founded since 1997, he has email projects, paid search campaigns, customer
formed over 100,000 corporations and LLCs for small retention programs, and much more. This wide range
business owners. His last company was acquired by of disciplines has enabled Jamie and JEBCommerce to
Intuit in 2005. Today, he and his wife, Nellie, operate realize a great level of success for its clients.
Corpnet.com where they help small business owners
incorporate, form an LLC, or file a DBA, in any state, and Greg Boser
in any county across the U.S. Mr. Akalp is experienced Greg is the SVP of Search Services for BlueGlass
with and enjoys discussing legal and business issues Interactive, Inc. His daily responsibilities include
concerning everything from business startup through overseeing strategy development and execution for all
(hopefully) acquisition. SEO, SEM and local search related client engagements.
Greg got his start in the Search Engine Optimization
Nadia Aly industry before it even had a name. Over the years, he’s
Nadia Aly is armed with a Masters of Digital Media. She had the opportunity to develop and execute winning
is a social media guru who is constantly thinking of news organic search strategies in some of the Web’s most
ways to reach audiences, generate demand and create competitive spaces. He’s also worked with an incredibly
buzz using social media tools. She jumped into social & diverse list of companies that have ranged from mom &
email marketing a few years ago and hasn’t looked back. pop operations, VC funded startups, Madison Avenue ad
Currently she works with Microsoft. agencies, Fortune 500’s and even a few search engines
along the way. Prior to joining BlueGlass by way of an
Scott Bain acquisition, Greg served as President/CEO of 3 Dog
Scott Bain has been with Neverblue for over 3 years. He Media, a boutique consultancy specializing in providing
started as Affiliate Manager before joining the Internal search marketing, social media, reputation management
Publishing team where he became their expert in the and WordPress development services utilizing
social media and mobile space. In his current role as performance-based and joint venture pricing models.
the Mobile Marketing Manager, Scott works to create
mobile programs for a wide variety of advertisers while Chris Brogan
generating thousands of qualified leads through the Chris Brogan is president of Human Business Works,
evolving mobile market. an online education and community company for small
businesses and solo entrepreneurs. His first project
Drew Bennett there, 501 Mission Place, helps nonprofits and charities
Drew Bennett is a Husband, Father, Blog Consultant, learn how to grow their capabilities. Chris is also
Photographer, Traveler, Wired Kayaker and Transformers Entrepreneur in Residence at CrossTech Ventures, where
Fan. He has taken a Photo-A-Day for 5 straight years. he’s working to develop New Marketing Labs and The
He blogs about his photos and his life at BenSpark. Pulse Network, among other projects. He is a New York
com. BenSpark.com is a personal blog where Drew Times bestselling author and consults with Fortune 100
builds community with his readers through conversation, and 500 clients on issues of social software and business
contests and compelling content. Drew also builds communications.
community through his newsletters Behind The Lens
where he offers his photography tips and Personal Gill Brown
Branding Bootcamp. Drew is constantly looking for Gill Brown joined LookSmart in February of 2009 as
opportunities to expand his brand. You’ll often find him Vice President, Advertising Sales and Services. He
at industry conferences and tradeshows. brings over 17 years of advertising sales and sales
management experience to LookSmart from radio, print,
Frank Bianco and the online space, 9 of those years in paid search.
For 12 years Frank Bianco has been an internet Gill currently leads LookSmart’s Sales and Managed
marketer, product developer, Infomercial producer, and Services groups, directly responsible for LookSmart’s
affiliate network manager. This entrepreneur applies revenue development and customer service. Prior to
his experience helping business develop branding joining LookSmart, Gill most recently served as the Vice
and Internet Marketing strategies in his role as VP of President of Sales, West for Tribal Fusion. From 2000
Business Development at PearLake Partners, LLC. to 2007, Brown was a Director of Sales at GoTo.com,
Overture Services, and Yahoo!
Jamie Birch
Jamie Birch is the owner and principal of JEBCommerce.
Almost ten years ago, he began as a Search Engine
Marketing professional at Netivation.com and has
extensive experience in all aspects of Internet Marketing.

46 | January 2011 | FEEDFRONT MAGAZINE


Speaker Bios (cont.)
Gill Brown (cont.) Washington (Brian is a Seattle lifer). Online marketing,
Search Marketing where he evangelized the paid-search and three children keep him constantly in search of
advertising model, and built the company’s Northwest larger doses of caffeine.
Regional Search Sales operation. Before joining Goto.
com, Gill has held senior sales, and sales leadership John Chow
positions with Deja.com, CMP Media, and three Northern John Chow, a damn fine person, friend of the community,
California Radio Stations. Ultimate Fighting Championship contestant, member of
the Save the Whales Foundation, the man who controls
Lucas Brown the black market on baby seal pelts and member of the
As CEO and Co-Founder of HasOffers affiliate tracking “probably yo’ daddy” foundation.
platform, Lucas Brown has vast experience in developing
affiliate network relationships as well as incredible Brian Clark
data to support his claims. With over 6,000 customers Brian Clark is a ten-year-veteran of Internet publishing
and counting, HasOffers works with every level of and marketing. Brian’s companies produce millions
affiliate network, providing Lucas with a balanced and of dollars in annual revenue thanks to a mix of online
enlightening perspective on identifying the best networks educational content and direct response copywriting, and
to work with. his influential blog Copyblogger is read by over 67,000
people. Brian is also the co-founder of DIY Themes,
Mike Buechele creator of the innovative Thesis Theme for WordPress;
Mike is an 11 year veteran of online media, with the Teaching Sells interactive training program; and the
specialties in adserving and performance marketing. creativity blog Lateral Action.
He has worked with some of the biggest companies in
digital media, including DoubleClick and ADTECH. He is Daniel M. Clark
a comic book geek and co-host of the Affiliate Marketing Daniel M. Clark has been a resident of the internet since
Fanatics podcast. Mike is the Chief Performance Marketer 1992. He either is or has been: a t-shirt designer, an art
of Adalytical, a consulting and performance marketing reviewer, a system administrator, a video game designer
company. and programmer, a blogger, an affliate marketer, a
podcaster, a space cowboy, and a gangster of love. He
Randy Cassingham has, in fact, gotten his lovin’ on the run. Mostly what
Randy Cassingham, a successful online publisher since Daniel is right now is a work-at-home dad, raising
1994, is known for his weird-news social-commentary two kids, ages 5 and 2 with his wife, Angela. Daniel’s
column “This is True” and his Stella Awards web site, podcasting initiative is QAQN (www.QAQN.com), home
which was turned into a book by a major New York to several quality audio and video productions including
publisher, as well as many other sites and projects. Geek Dads Weekly and Inside Internet Marketing.
But Randy has a secret to his ongoing success: his
Mastermind group. He’ll explain how his group has Curtis A. Clarke
helped him and, more importantly, the basics on creating Curtis A. Clarke, President of Catalog Solutions, Inc. and
your own group to help you. Randy Cassingham has AsSeenOnPC Network has over twenty years of sales and
been leading Mastermind groups for more than 14 years, product marketing experience. Specializing in mail order
helping some of the biggest names online (including catalogs and online DRTV products Curtis’s portfolio
Affiliate Summit co-founder Shawn Collins) define and includes multimillion dollar products such as the Suzanne
achieve their own success goals. Somer’s Thigh Master, the Little Giant Ladder, TaeBo, Ab
Roller and Miracle Foot Repair. As one of the most trusted
Brian Chapman companies in the industry Catalog Solutions continues to
Brian Chapman owns Amazon’s Affiliate marketing be a industry leader in product placement. The founder
channel results (US), and the underlying technology of AsSeenOnPC, Mr. Clarke specializes in online product
platform’s product roadmap (globally). Brian took marketing and has grown AsSeenOnPC into one of the
this role in July of 2010, leading the affiliate product industries premier DRTV Affiliate networks with past
roadmap, business development, marketing and fraud successes including Snuggies, Swivel Sweeper, Perfect
teams. He started at Amazon in 2008 as the business Brownie and P90X. Curtis Clarke continues to be active
manager for the display advertising channel–inventing in the sales industry speaking and/or consulting for
how display could drive results for Amazon.com. Prior the Direct Marketing Association, Electronic Retailing
to joining Amazon, Brian deployed a nine-figure online Association, Inpex, the International Housewares Show,
media and promotions budget to drive customer the Health and Beauty Expo, AdTech, Search Engine
acquisition for AT&T Wireless–owning display, search, Strategy Show and many others. Curtis travels world
SEO, and email as well as pricing and merchandising for wide sourcing new products and currently lives in
att.com/wireless. Brian’s previous roles focused on SEO/ Fairfield Connecticut with his wife and two children.
SEM, database marketing, customer strategy, market
research, and managerial finance. Brian holds an MBA in
Marketing and a BA in Economics from the University of

FEEDFRONT MAGAZINE | January 2011 | 47


Speaker Bios (cont.)
Bruce Clay conference and tradeshow for the affiliate marketing
Bruce Clay is a professional search engine optimization industry and Co-Editor-in-Chief of FeedFront Magazine.
international consultant, speaker and instructor. He He authored the book Successful Affiliate Marketing for
was interviewed by Wired magazine in its 2004 feature Merchants, and was an editor and contributor to Internet
“The Complete Guide to Googlemania!” and cited by Marketing from the Real Experts. Also, he publishes the
USA Today in its article “Gunning for search engines” annual AffStat affiliate marketing benchmark reports.
from August 20, 2003. He was selected as the search Shawn blogs daily on affiliate marketing at Affiliate
engine optimization expert by NHK World TV in their Tip and co-hosts the weekly Affiliate Thing podcast on
1-hour award winning special “Google’s Deep Impact”, GeekCast.fm. Additionally, Shawn has been quoted in
translated and distributed internationally. His website numerous publications, including Entrepreneur Magazine,
is referenced to by NARA – ALIC – User’s Guide to the Internet Retailer, Inc. Magazine, the New York Times,
Internet at The National Archives as resource for “Web and the Wall Street Journal.
Site Promotion Tactics and Tools”. Clay is the CEO of the
search engine marketing firm Bruce Clay, Inc. which he Megan Conahan
founded in 1996. He is active with industry organizations Megan Conahan is responsible for training, developing
such as: SEMPO as a 2009 seated Board of Directors and advising the advertising sales team of Direct
member, IMC USA, Web Analytics Association, American Agents, a full service performance-based interactive
Marketing Association, IIMA – International Internet advertising agency. Megan started with Direct Agents
Marketing Association and the California Chamber of in 2005 and has worked her way from Media Buyer, to
Commerce. Advertising Sales Executive, to Senior Sales Manager,
to VP of Advertising Sales. She has played a crucial role
Thomas A. Cohn in expanding Direct Agents’ client base into the UK and
Tom Cohn, of counsel to Venable LLP, advises clients on Germany. In 2008, Megan was recognized as a Stevie
all aspects of compliance with FTC and state consumer Awards for women in business finalist. Megan currently
regulations and industry self-regulation programs, resides in New York City and holds a bachelor’s degree in
and he represents clients during investigations and Business and Marketing from Ithaca College.
enforcement actions. His clients include a wide variety
of online and offline advertisers and marketers, and his Sal Conca
practice covers all federal and state consumer protection Sal Conca is a Senior Media Manager at NETexponent
and privacy laws and regulations. Mr. Cohn draws on and manages affiliate programs for Audible.com,
experience gained during his 17-year tenure at the FTC, iChapters.com and the Financial Times. With a degree in
where he was Regional Director and Assistant Regional Music Business from the University of Miami and an MBA
Director for the Northeast Region, legal advisor to the in Marketing from Hofstra University, Sal has worked
Director of the Bureau of Consumer Protection, and a in the affiliate marketing industry since 2001 where
litigator in the Division of Marketing Practices. As FTC he first helped manage the 1800Flowers.com Affiliate
Northeast Regional Director, Mr. Cohn supervised all Program. From 2005 to 2008 he managed the Puritan’s
professional and support staff and led multi-agency Pride affiliate program, a division of NBTY, Inc. which
enforcement efforts against various anticompetitive, is the largest vitamin and supplement manufacturer in
unfair and/or deceptive practices. Mr. Cohn is a graduate the world. Sal was responsible for doubling the multi-
of Yale College and Boston University School of Law. million dollar affiliate program as well as increasing
customer acquisition. While there he also launched
Eric Collins the Vitamin World affiliate program. Sal has managed
Eric Collins is COO of Mobile Posse (MP), a solutions programs on multiple networks including Linkshare,
company whose product powers CRM messaging for Commission Junction and Pepperjam and has extensive
Tier 1 US carriers and promotional messaging for Tier 1 knowledge of datafeed creation and integration, search
advertisers. MP is the exclusive idle publisher for VZW, engine optimization as well as landing page design and
MetroPCS and Cricket. Eric joined the company in 2010 optimization.
and is chiefly focused on revenue growth (organic/
inorganic). Prior to MP, Eric was GM of Tegic at AOL and Angel Djambazov
later at Nuance after Tegic’s acquisition in 2007. Eric also Born in Bulgaria, Angel Djambazov has spent his
headed marketing for Nuance’s Mobile Division. Following professional career in the fields of journalism and online
law school, Eric worked as a strategy consultant for marketing. In his journalistic career he worked as an
technology and entertainment companies before moving editor on several newspapers and was the founding
to mobile. Editor-in-Chief of Wyoming Homes and Living Magazine.
Later his career path led to online marketing where while
Shawn Collins working at OnlineShoes he earned the Affiliate Manager
Shawn Collins has been an affiliate marketer since of the Year (2006) award at the Affiliate Summit, and In-
1997 with a number of active affiliate projects, and a house Manager of the Year (2006) award by ABestWeb.
decade of affiliate management under his belt. He is
a Co-founder of Affiliate Summit, the leading global

48 | January 2011 | FEEDFRONT MAGAZINE


Speaker Bios (cont.)
Angel Djambazov (cont.) Marty Fahncke
In 2007 Angel started Custom Tailored Marketing and Marty M. Fahncke has been successfully executing
became the OPM for Jones Soda for which he won his multi-channel direct response marketing campaign
second Affiliate Manger of the Year (2009) award at for nearly 25 years. Marty brings a unique and
Affiliate Summit. Angel also is the lead evangelist for proven track record of success to his audiences
PopShops.com which was awarded Best Affiliate Tool and clients. Having been involved in marketing
(2007 & 2008) award by ABestWeb. In 2010 he won his campaigns that have generated over one BILLION
third Pinnacle Award from Affiliate Summit for Affiliate dollars in sales, Marty has seen what works… and
Marketing Advocate of the Year. He also is the Managing what doesn’t. As President of FawnKey & Associates,
Editor for ReveNews.com. a consulting and project management firm, Marty
has generated hundreds of millions of dollars
Rob Duva in revenue for his clients using direct response
Robert Duva is the co-founder and CMO of television, the telephone, and the internet. As a
RingRevenue®, the leader in providing Call Performance Professional Speaker, Marty presents to audiences
Marketing™ solutions to advertising networks and across the country on topics related to internet
agencies. Prior to founding RingRevenue®, Robert marketing, personal branding, social media, affiliate
was the Director of Customer Acquisition for CallWave, marketing, direct response television and more.
Inc., where he led the team responsible for growing Read more about Marty M. Fahncke at the blog “My
paid subscriptions to over 750,000 and driving over Perspective”, which can be found at http://www.
$50 million in annual revenues. Robert served on MartyFahncke.com.
CallWave’s Product Management team, where he
developed strategies and defined product requirements Todd Farmer
for customer acquisition and retention that helped secure Todd Farmer, an internet marketing veteran, started
a tier-one venture capital investment and created the his first internet company, Kowabunga! Marketing,
foundation for CallWave’s IPO. Robert earned his BS in 1996, providing Affiliate Marketing Tracking
degree in business administration from The George & Management Software (MyAffiliateProgram),
Washington University. Outsourced Affiliate Program Management (Team
Affiliate), Email Marketing Software (Extractor Pro,
Paul Edmondson Optin Pro), and the Affiliate Network (Kolimbo).
Paul Edmondson, Co-founder and CEO: Paul was a After selling Kowabunga in 2005 and completing a
part of the executive team at MongoMusic, which 3 year employment agreement with the acquiring
was acquired by Microsoft in 2000. Paul held group company, Todd started his new consulting and
management positions at MSN Entertainment over media firm, PerformStreet Media, where he helps
product management, quality management, operations, companies leverage his years of experience growing
and business management. Paul left Microsoft as the his internet businesses, with high level, profitable
Group Product Manager of MSN Entertainment. Before internet marketing strategies and guidance. Todd’s
MongoMusic and Microsoft, Paul was a developer current projects include MyContentPro.com,
at Hewlett Packard. Paul graduated from California AffiliateMarketingPlan.com, and a number of B2B
Polytechnic University. projects dedicated to teaching internet marketers
best practices and strategies in: Affiliate Marketing,
James Everingham Search Engine Marketing, Email Marketing,
As founder and CTO, James brings over 25 years of Membership Sites, and Blogging for passion & profit.
experience as a manager, entrepreneur, and developer
of great technology. Prior to Pixazza, James was the Todd Friesen
CTO and founding team member of LiveOps where Todd Friesen is considered by many to be an SEO
he spent 6 years building a world-class technology pioneer. He entered the SEO world in 1998 and has
platform and team. James joined LiveOps from Tellme since worked with top-name clients like Sharper
Networks, where he served as Sr. Director of Engineering Image, Nike, Neiman Marcus and Accor Hotels
and managed core infrastructure groups. Tellme was North America on natural search optimization. He
acquired by Microsoft in 2007. Prior to Tellme, James is an expert in search engine marketing, a former
was senior director of engineering for Netscape, where administrator at Webmasterworld, and a former
he led the engineering group responsible for the flagship moderator for Search Engine Watch. He is co-host
Netscape browser. During his five-year tenure at of the popular SEO Rockstars on WebmasterRadio.
Netscape, James was involved in browser versions 1 – FM, as well as a regular speaker at Search Engine
6 with responsibilities ranging from implementation to Strategies, WebmasterWorld Pubcon, SMX and other
management. Before Netscape, James held engineering conferences.
and management positions at Oracle and Borland. Prior
to 1990, James founded Logical Alternatives, Inc., which
developed state of the art programming tools. Logical
Alternatives was acquired in 1989 by Magee Enterprises.

50 | January 2011 | FEEDFRONT MAGAZINE


Speaker Bios (cont.)
Todd Friesen (cont.) Jen Goode
Todd holds a Bachelor of Commerce degree from the Jen Goode is a multitasking entrepreneur. She is a work-
University of Calgary and currently resides in Seattle, at-home mom of three, artist, social media enthusiast
WA. and “doodler in charge” of JGoodeDesigns.com. She
offers her illustration and design work for art licensing
Navin Ganeshan to manufacturers and retailers as well as offers her
In his role leading new product development and art for affiliate promotion through various print on-
strategic-investments for Network Solutions, Navin demand affiliate programs and LilGoodies.com. Jen is an
attempts to make sense of trends and technology that is active affiliate in the Performance Marketing industry,
transforming small business marketing. Over a diverse the Affiliate Summit Newcomer Program Coordinator
career, he has endured the joys and pain of founding and has been proactive in the fight against the Ad-Tax
technology startups, relished the thrill of taking new in Colorado. She shares her insight writing for Money
products to market and honed a deep appreciation for Minded Moms, the Memory Keeping Collection and as
analytics while leading business intelligence at Network the Denver work-at-home mom at Examiner.com. Jen
Solutions. Most recently, he ran NetSol’s Web-Presence is a member of the PMA, COMA and CHA, the Craft and
business which included web- hosting, ecommerce Hobby Association.
and security product-lines. In his current role, he is
shaping NetSol’s strategies for local/social marketing, Michael Gray
Cloud/SaaS, social commerce and most importantly Michael Gray has worked in the internet world since
for mobile presence, marketing and commerce. He 1998, when he became Webmaster for a major retailer
regularly represents Network Solutions and it’s massive in New York. He developed their website strategy and
small business customer-base at industry events, most grew their online sales from $100,000 to over $25
recently speaking about Crowd-Sourced-Innovation million in annual website sales. Michael then moved
at SalesForce’s Dreamforce and SaaS strategies into affiliate marketing and started his own consulting
at the OpenXChange Summit. He recently hosted firm. Michael has worked with many businesses to
ProductCampDC – an “unconference” for product- develop and implement their Social Media Strategy. He
marketers. He is a recovering gadget-head but still also specializes in blog development and Search Engine
frequently sports the iTrifecta – (MacBook+iPad+iPhone). Optimizations for businesses of all sizes. Michael has
He is bullish on Facebook but bearish on twitter. been a speaker at Search Engine Strategies, PubCon,
SEOClass and SMX. He is also moderator at Sphinn and
Munish Gandhi Webmaster World. Michael is President of Atlas Web
Munish is the CEO & Founder of Hy.ly, a set of simple Service, located in Long Island, New York.
social apps designed and priced for small businesses to
market themselves on Facebook. Before Hy.ly, Munish Dean Graybill
co-founded Clickable, a Web service that brings simplicity Dean Graybill is Assistant Regional Director in FTC’s
to online advertising. Clickable raised over $20M in Western Region in San Francisco. In that capacity he
funding from Tier 1 investors such as Union Square supervisors a wide range of cases and investigations
Ventures, Founders Fund and First Mark Capital. Munish on both the consumer protection and antitrust side.
was the Principal Engineer and Architect at Network Before taking that position, he handled cases involving
Solutions. Munish has been the Chief Technology Officer the deceptive sale of credit offerings, debt negotiation
(CTO) of LifeMinders, CTO of SmartRay which was services, home foreclosure rescue services, and other
acquired by LifeMinders for $36 million, and the Principal matters. Before transferring to the Western Region in
Architect and Director of Data Warehousing at CNET 1999, he worked in Washington, D.C. as head manager
Networks. Munish holds three U.S. patents including one of FTC’s Division of Service Industry Practices (1996-99)
that was acquired by Vignette from CNET to develop its and also the Enforcement Division (1992-95).
flagship product enabling high-speed, database-driven
Web pages. Munish holds several degrees, including Julie Greenhouse
a Ph.D. in Computer Science from Indiana University, Capturing the growing demand for high intent social
Bloomington with a specialization in data modeling. behavior across the web, Julie is responsible for
delivering increased revenue and social engagement
Rosalind Gardner to leading publishers in the ShareThis network. Prior
Rosalind Gardner has been a leader in the affiliate to joining ShareThis, Greenhouse was vice president
marketing industry since 1998 and is author of the best- of product sales for AOL where she was responsible
selling training manual “Super Affiliate Handbook: How I for all revenue from Behavioral Targeting, Mobile,
Made $436,797 in One Year Selling Other People’s Stuff AOL Sponsored Listings and AOL Search and Bidplace
Online”. As a speaker, coach and prolific blogger, Rosalind divisions. At AOL, Greenhouse also served as vice
teaches affiliates how to create long-term sustainable president of search sales and was recognized as one of
businesses by playing to their talents and interests. Time Warner’s Executive Women Leaders in 2009.

FEEDFRONT MAGAZINE | January 2011 | 51


Speaker Bios (cont.)
Julie Greenhouse (cont.) found Ad Hustler’s blog to be one of the top 5 read in the
Before AOL, Greenhouse was director of sales for Yahoo! industry. His brutally honest thoughts, dark humor, case
Search Marketing and also held roles at Disney Online, studies & industry news can be found at www.adhustler.
Deja.com and GeoCities. Greenhouse holds a Bachelor of com.
Science from Northwestern.
Kenny Hyder
Derek Halpern Kenny Hyder has been helping businesses with their
Derek has been running websites since late 2005 and online and SEO strategies since 2004. Originally starting
recently signed up with DIYthemes.com, the creator of as an in-house SEO, Kenny eventually branched out
Thesis Theme, as the Chief Persuasion Officer. When he’s to start his own internet marketing business. His first
not tweaking sales pages to increase conversion rates, business was eventually bought out by a much larger
he’s figuring out how to drive traffic, build lists, and sell internet marketing firm. Today he runs Hyder Media,
stuff. You can also see him blog about the importance of servicing clients in the areas of: SEO, social media &
human psychology in online marketing at SocialTriggers. ORM. His experience has led him to work with some of
com. the largest brands online, including several Fortune 500
companies – helping them with their search marketing
Greg Hoffman strategies. Kenny is also a speaker at some of the largest
Greg Hoffman (@akagorilla) is President of internet marketing conferences including: Pubcon, SMX,
GregHoffmanConsulting.com, an outsourced program Blogworld, Affiliate Summit, & DMA.
management agency with merchants in ShareASale
and Commission Junction. He is creator and co-host of Scott Jangro
the Affiliate Juice Podcast, which analyzes new program Scott Jangro is the president and co-founder of
launches and guides merchants on how to build a better MechMedia, Inc., a firm specializing in performance
program for affiliates. Hoffman is an associate member and search engine marketing since 2004. MechMedia
of the Performance Marketing Association and is active focuses primarily on niche, retail, community websites,
in the fight against the Affiliate Tax in the state of leveraging technology and new media to provide
Georgia. He is also the author of the Marketing Gorilla a valuable experience to website visitors. Prior to
blog, started in 2005 and serves as the affiliate resource MechMedia, Scott served as a Director of Product
center for all GHC clients. His first major affiliate Management at Be Free, Inc. and later Commission
management position was for the Thompson Cigar family Junction, both divisions of ValueClick, Inc. from 1999 to
of companies including Linensource, Casual Living and 2004. Scott is active and vocal member of the affiliate
Cafe Belmondo. Greg started his professional career as a marketing community through his blogging, writing
reporter for newspapers including the Tampa Tribune and and advocacy efforts.He also sits of the board of the
the Atlanta Journal-Constitution. Performance Marketing Association.

Rae Hoffman-Dolan Kristopher B. Jones


Ten+ years ago Rae started a small website about Kristopher B. Jones is well-known throughout the search-
her son and his medical condition that became one engine and affiliate marketing community as a true
of the first international support groups and largest pioneer and leading voice on trends and strategies for
website in general on the topic. It earned national effective online marketing. An accomplished best-selling
media coverage and helped further medical research author (www.amazon.com/pepperjam), Kristopher is
in the field. Investigating ways to support that site, the former President of Pepperjam Network, a next
she found affiliate marketing and became one of the generation affiliate network recently acquired by GSI
most well known voices in the affiliate landscape and Commerce (NASDAQ – GSIC). Under Kris’ leadership
organic search engine optimization. Today, her current Pepperjam, the company he founded in 1999, was a
area of research is site auditing and advanced organic three-time Inc. Magazine fastest growing company.
link development techniques relating to all of the major Kristopher was recognized in 2005 as an Entrepreneur of
engines. Ms. Hoffman-Dolan, better known online as the Year by Bank of America and as one of the “Top 20″
Sugarrae, is the CEO of consulting firm Outspoken Business Leaders in Northeastern, Pennsylvania under
Media. She also owns numerous successful personal the age of 40. Kristopher previously worked as a senior
websites on a wide range of topics. staff member to Congressman Paul E. Kanjorski (PA-
11) and is a frequent speaker at conferences including
Ad Hustler Search Engine Strategies (SES), eTail, ERA, and Affiliate
Ad Hustler has been advertising online for almost a Summit, among others.
decade. He started out marketing products on eBay and
branched out to other aspects of online marketing such
as Affiliate Marketing, PPC, Social Media, Media Buying,
SEO & Lead Generation. Ad Hustler lives, breathes &
sleeps online marketing. He also enjoys long moonlight
strolls on the beach. An Independent research study

52 | January 2011 | FEEDFRONT MAGAZINE


Speaker Bios (cont.)
James Keating associations. Prior to becoming an attorney, Gary was an
James Keating, a successful sales and marketing Information Systems Analyst with Merrill Lynch.
executive with more than fifteen years experience,
joined ShopWiki in February 2007. Prior to ShopWiki, Mike Koenigs
James was Vice President of Partnerships at Guidester, Mike Koenigs is an internet marketer, video producer
building relationships with key advertisers such as and speaker Mike who is best known as the guy who
Samsung and Olympus and retail partners such as Buy. co-created Traffic Geyser, an incredible online tool
com and TigerDirect. James has also held the post of and service that distributes over a million videos per
Director of Publisher Sales and Marketing at LinkShare, week. Traffic Geyser generates web traffic and leads for
the online affiliate marketing technology company in New you in minutes by sending video content to over 120
York. At LinkShare, James was responsible for managing video sites, social bookmarking, social media, blog and
the publisher account management team, designing and podcasting directories. Mike has served as a producer,
instituting compensation plans, and implementing sales marketer and consultant for Sony Entertainment, 20th
training. As National Sales Manager at ThomasRegister, Century Fox, 3M, General Mills, Dominos Pizza, Ralston,
James was personally responsible for generating over Mazda Motors and New York Times bestselling authors
$42,000,000 of revenue during his four-year tenure. and celebrity speakers. He’s the go-to online video
He is also one of only a few thousand people in this marketing guy for many big-name celebrity, authors and
world who has traveled to all seven continents across online marketers including Paula Abdul, Tony Robbins,
the globe. He received a B.S. in Electrical Engineering John Assaraf from “The Secret”, Brian Tracy and Mark
from the University of Scranton and an MBA at Fordham Victor Hansen. He’s created over 300 web sites and
University Graduate School of Business with a dual more than 30 products. For more information visit: www.
concentration in marketing and finance receiving honors mikekoenigs.com
in both disciplines.
Jim Kukral
Kevin Keranen For almost 15-years, Jim Kukral has helped small
Mr. Keranen most recently founded Demand Key Media. businesses and large companies like Fedex, Sherwin
Its products include content generation, advertising, Williams, Ernst & Young and Progressive Auto Insurance
media services and domain services. By providing understand how to build successful new online
relevant content, advertising models and increased businesses or energize and refresh existing ones. A
traffic, Demand Key media help your sites organically graduate of The University of Akron with a BA in Public
grow. We offer on-demand content customized to meet Relations and a minor in Sales & Marketing, Jim has
your business requirements and budget. We understand spent time working with publicly traded firms and
that your website represents your business so we have small businesses alike. Jim’s work and experience in
developed a suite of services to integrate business the Internet marketing industry has branded him as a
strategy, growth, and online success. Mr. Keranen has an leading thinker and thought-leader in the community.
extensive background in sales, digital technology, and He currently serves as a Certified Adjunct Professor for
entrepreneurship. He is currently the Chief Executive The University of San Francisco online where he teaches
Officer at k2click, a company focused on Internet social thousands of students how to harness the power of
media and marketing. Mr. Keranen founded k2click, online marketing. Jim is also the author of two new
establishing it as a leader in innovative solutions for books to be published by Wiley Press. The first, called
companies striving to recruit, retain, and drive revenue “Attention! This Book Will Make You Money”, will be in
throughout organizations. bookstores in August 2010. The second book, called
“The Ultimate Pitch”, is scheduled to be released in
Gary Kibel 2011. Today, Jim manages a successful Web business
Gary Kibel (gkibel@dglaw.com) is a partner with the consulting firm (http://www.thebizwebcoach.com)
law firm of Davis & Gilbert LLP. He practices in the areas where he helps businesses find ways to skyrocket their
of New Media, Advertising/Marketing and IP law. Gary sales, leads and publicity through the power of online
regularly counsels clients with respect to issues such marketing. You can find out about all of Jim’s work and
as interactive advertising, search marketing, affiliate projects by visiting http://www.jimkukral.com.
marketing, enterprise technology implementations,
behavioral advertising, privacy and security, gaming, Andy Latimer
content licensing, wireless services and entertainment, Andy Latimer, President/CEO of Bluewater Media, is an
joint ventures, copyrights, trademarks, corporate accomplished producer, brand marketer, and product
matters and laws affecting the Internet. Davis & Gilbert developer who has built a reputation of excellence in
is widely regarded as the premier law firm in the U.S. production and direct response marketing. A graduate of
representing advertising, marketing and promotions the University of South Carolina, Andy has over 16 years
agencies, from specialized shops to the largest of experience in television production with over 10 years
advertising holding companies in the world, and also in management including forming Bluewater Media in
represents prominent technology and entertainment 2000.
companies, marketers, and advertising trade

FEEDFRONT MAGAZINE | January 2011 | 53


Speaker Bios (cont.)
Andy Latimer (cont.) Raymond Lyle
His extensive producing background includes prestigious Raymond Lyle is the President of VigLink; managing all
networks like CNN, USA, ESPN, Fox Sports, CBS, of the affiliate, sales and marketing for the company. Ray
NBC, Public Television, and many other production was formerly the CEO/Co-founder of Driving Revenue
companies and projects. At Bluewater Media, Andy has which was acquired by Viglink in 2010. Prior to Driving
been responsible for numerous direct response and Revenue/Viglink, Raymond spent 5 years at Leapfrog
branded entertainment campaigns including brands like Online, where his efforts propelled them to one of
netTALK, Wahl Healthy Infusions, Jack Rack, Hamilton the largest SEM’s in the country. From SEM he moved
Beach, Westinghouse, Germ Guardian, BestLine Engine into the role of Director of Media Strategy, managing
Treatments, Power Plank, Absolo, Bialetti and Kelo-cote. Fortune 100 clients such as Time Warner, Capital One
With more than 200 direct response campaigns under his and Comcast. Prior to Leapfrog Online, Raymond
belt, Andy has a keen understanding of how to market was Internet Marketing Manager of United.com and
products directly to the consumer. subsidiary Mypoints.com.

Elliott Lemenager Rebecca Madigan


Elliott professionally jumped into social technology Rebecca Madigan is executive director of the
when he was finishing his MBA and MSL. He realized Performance Marketing Association. Since leading the
the potential in social technology while studying virtual formation of the PMA 2008, Rebecca has built the PMA to
leadership, innovation, and group dynamics—seeing that be the only trade association representing performance
these new technologies are fostering the human element and affiliate marketing. The PMA has committed to
on the Web. Since then, he has gained experience in the connect, inform and advocate on behalf of this growing
industry as a social marketing strategist for a wide range industry, most recently spearheading the fight against
of content. Recently, he spent time in Honduras working the ‘affiliate nexus tax’, legislation being proposed in
with the indigenous people, helping in children’s homes several states, and which is detrimental to affiliate
and feeding kitchens, and teaching new self-sustaining marketers. Rebecca was formerly director of product
practices. During his trip, Elliott funneled all of the management at Commission Junction, Impact Radius,
interaction through social networking platforms to bring and at Lurn, Inc., where, with Anik Singal, they founded
awareness to the general public about the harsh realities the PMA in April 2008. She has collected 25 years of
that the people face there. Elliott currently works for leadership experience in product management and
Projectline Inc. as a consultant and Microsoft in the marketing.
Startup Business Group as a online community manager.
Elliot also does video production working with high James Martell
profile clients such as Kobe Bryant and Carmelo Anthony. Recognized as a leading expert in affiliate training, James
is President of Net Guides Publishing Inc. and author of
Stephanie Lichtenstein the top selling “Affiliate Marketers Handbook.” A sought-
Stephanie Lichtenstein is the President and Founder after speaker, James has presented at Commission
of Micro Media Marketing. Throughout her career she Junction University, Affiliate Summit, The System
has managed Internet Retailer Top 500 companies and Seminar, Digital River Lab, and more. He is also the host
affiliate programs in the ShareASale Top 100 PowerRank. and creator of both “The Affiliate Buzz” (the 1st and
She also ran the social media grassroots efforts for longest running Affiliate Industry Podcast) and “Coffee
the Performance Marketing Association against the Talk,” a series of interviews with Industry Experts. James
advertising tax. Stephanie Lichtenstein formed Micro relies on outsourcing for the creation of his websites,
Media Marketing to offer outsourced social media graphics, articles, podcasts, and video in order to
management to other online marketers. She has become streamline his business, enabling him to break away
an industry advocate, public speaker, and blogger for from the daily grind. He credits this “autopilot” for the
what matters in social media and affiliate marketing. success and freedom he now enjoys. His latest project,
the Affiliate Marketer’s “SUPER BootCamp,” is a collection
Amy Lloyd of 26 recorded lessons, hours of audio, scheduled online
Former Federal Trade Commission (FTC) Bureau of events-such as live Q&A sessions-and a vibrant 24/7
Consumer Protection attorney, currently in private members only forum.
practice representing clients in proceedings brought by
the FTC and state AGs and in federal court litigation Michael Martin
relating to affiliate marketing including affiliate fraud Michael Martin is the Owner of Mobile Martin based out
and compliance with the state and federal consumer of San Diego California. Michael graduated from UMass
protection laws including Section 5 of the FTC Act. At the Dartmouth with a Computer Engineering degree and a
FTC, Ms. Lloyd handled high-profile FTC investigations minor in German plus attaining a PMP certification from
and enforcement actions involving Internet marketing the Project Management Institute.
campaigns, negative option continuity plans, scientific
substantiation of advertising claims, compliance with
Trade Regulation Rules, and civil penalty and consumer
redress actions.
54 | January 2011 | FEEDFRONT MAGAZINE
Speaker Bios (cont.)
Michael Martin (cont.) night, her family racks up more medical “frequent flier”
In his 10+ years of Internet Marketing experience he miles than the average 10 families combined! To see
has project managed & overseen the online marketing how she relates every day events to Marketing check out
improvements to such sites for SC Johnson, IGN, her blog: Motherhood, Marketing & Medical Mayhem at
Avaya, Road Runner Sports, Deepak Chopra, Trump http://sharonmostyn.com
Properties, The Active Network, Resource Nation, as well
mobile marketing news at Mobile Martin – http://www. CT Moore
mobilemartin.com/. Michael Martin is also on the SEMPO An accomplished blogger, journalist, podcaster, and
Education Committee & previously spoken at SMX speaker, CT Moore’s work has spanned a variety of
Advanced, SMX East, SMX West, SES New York, SES media, including print, online, radio, and television. He’s
Chicago, WordCamp LA, Affiliate Summit West, The San consulted on web strategy for major brands, such as
Diego Google Technology User Group (GTUG), several American Apparel, Yellow Pages, and Microsoft, as well
PubCons, as well the PMI Project Management Institute as a number of media start-ups, including WatchMojo.
Annual Conference. com. CT currently works as an Account Strategist at NVI,
the largest Search and Social shop in Canada. There he
Tricia Meyer manages client SEO, PPC, and social media needs, and
Tricia Meyer is the owner of MeyerTech, LLC, which manages community engagement for the company as a
consists of various internet properties including a whole. He also sits as a Staff Editor at Revenews.com.
loyalty site (SunshineRewards.com), a blog for moms More info about CT Moore can be found at: http://www.
(HelpingMomsConnect.com), and a number of niche sites gypsybandito.com/about/
(notably BuyTwilightStuff.com, LovetheSmurfs.com, and
ChattyWomen.com). She has spoken at conferences Eric Nagel
about affiliate video, marketing to women, monetizing Eric is a programmer-turned-affiliate marketer,
blogs, and the basics of affiliate marketing. Her podcast specializing in PPC and SEO. He’s been in the affiliate
series, She Shops Around, focuses on the best merchant industry since 2005, and a full-time affiliate since 2008.
programs and deals for each season. Tricia is a graduate Eric was a finalist for the Affiliate Summit Pinnacle
of Ball State University and the Indiana University Awards Affiliate of the Year in 2010.
School of Law, Bloomington. She serves on the Affiliate
Summit Advisory Board and is Associate Member of the Marcus Nelson
Performance Marketing Association. Marcus Nelson is a recovering entrepreneur, adviser to
startups, and Director of Social Media for salesforce.
Matt Mickiewicz com. His many hats at the company include social
Matt Mickiewicz is the co-founder of 99designs, Flippa media engagement, company spokesperson, and
& SitePoint. 99designs has been featured on “Good blogger. In his spare time, Marcus rummages through
Morning America”, NY Times, CBS News, The Economist Radian6 graphs, massages messages in CoTweet, and
and dozens of other major news outlets. The company occasionally looks at bit.ly for link love conversion. Past
was named into Entrepreneur Magazine’s “Brilliant 100″ adventures for Marcus include co-founding UserVoice, a
list in 2010 for revolutionizing and disrupting the graphic customer feedback service, Superstarch, a web strategy
design industry with its unique crowdsourcing model. & design consultancy, and developing a hyper-local
Flippa.com is the Internet’s most popular marketplace citizen-journalism blog called CitizenWausau. In the ’90s,
for buying and selling websites. Over $37 million in Marcus and his twin brother Angus, smuggled Bibles
transactions have occurred, with upwards of $100,000 in into the former Soviet Union, joined J.Crew as catalog
daily deals happening between website buyers & website models, and later founded the first Internet cafe in
sellers. Central Wisconsin.

Sharon Mostyn Murray Newlands


By day, Sharon is Ecommerce Manager at MEDEX Global A renowned blogger and social media consultant, Murray
Group. Prior to joining MEDEX, Sharon served as Internet has an encyclopedic knowledge of online marketing.
Marketing Director at Custom Direct and Integrated A host of the London Blog Club, founder of the San
Marketing Manager at Brennan Response. During her Francisco Blog Club, and Co-founder of Influence People,
tenure at Custom Direct, their affiliate program won Best he was recently shortlisted for Affiliate Summit Blogger
Affiliate Program and Best Improved Affiliate Program of the Year.
from ABestWeb and was a finalist for the Affiliate Summit
Pinnacle Awards. Sharon has a Bachelors degree in Amanda Orson
Business Information Systems from Villa Julie College Amanda Orson (@Phillian) is a local SEO and Affiliate
(now Stevenson University) and earned the Inbound Marketer. In search of a way to justify spending her
Marketing Certified Professional, Honors Distinction. summers commercial fishing in Alaska, she stumbled
Sharon’s core expertise includes ecommerce marketing upon affiliate marketing 2007 and began “throwing stuff
(email, SEO/SEM/PPC, affiliate, social media), website at the wall”.
analytics, DRTV and online & offline media buying. By

FEEDFRONT MAGAZINE | January 2011 | 55


Speaker Bios (cont.)
Amanda Orson (cont.) contribute to the industry.
She quit her job at a law firm in 2009 by creating,
ranking, and flipping local sites and implementing paid Alex Rampell
lead program with small business owners. Alex Rampell is the co-founder and CEO of TrialPay,
where he is responsible for general management and
Chris Pearson building corporate infrastructure. Prior to TrialPay, Alex
Creator of the Thesis Theme for WordPress, Chris is a co-founded FraudEliminator, the first consumer anti-
relentless learner with an interest in a wide array of phishing company, which merged into SiteAdvisor and
topics, both online and off. As far as nerdy internet stuff was acquired by McAfee in April 2006. Alex began his
goes, he’s a ninja in SEO, HTML, PHP, affiliate sales, career writing and selling consumer software on bulletin
design, and paying attention to details that others tend board systems and the nascent Internet. His first
to miss. :) successful company gained hundreds of thousands of
paying consumers worldwide and had products featured
Lisa Picarille in Forbes, The New York Times, The Wall Street Journal,
Lisa Picarille is an online content strategist, who focuses USA Today, “Today,” CNBC and BusinessWeek. He holds
on online marketing, branding, and social media. She an AB in Applied Math and Computer Science, cum
is currently co-authoring a book with Jim Kukral to be laude, from Harvard University.
published by in 2011. As a program faculty member
of the University of San Francisco Online, Lisa teaches Wil Reynolds
Internet marketing classes. She also co-hosts the Over the past 13 years, Wil Reynolds has dedicated
popular Affiliate Thing podcast with Affiliate Summit himself to doing two things well: driving traffic to sites
co-founder Shawn Collins. Previously, Lisa was the from search engines and analyzing the impact that
Publisher and Editor-in-Chief of Revenue Magazine. traffic has on the bottom line of companies. Wil’s career
She is a veteran journalist who began her career as a began at a web marketing agency in 1999, where he
professional sports writer in Boston and has headed the spearheaded the SEO strategies for companies like
news departments of major high tech news organizations Barnes & Noble, Disney, Harman Kardon, Debeers,
including Wired.com, TechWeb.com, TechTV.com and Doubleclick, Hotjobs, and Mercedes Benz USA. For the
CRN.com. Her work has also appeared in Rolling Stone, last 6 years, Wil and the team of search professionals
CRM Magazine, PCWeek, MacWeek, Computerworld at SEER Interactive have been assisting clients in
and InfoWorld. She is the 2008 winner of LinkShare’s maximizing their visibility and sales using search engines
Golden Link Award for Most Vocal Performance in both SEO and SEM. You can catch Wil speaking with
Marketing Advocate and a frequent speaker at industry anyone who wants to learn about search, whether it is in
conferences. a coffee shop or a major conference, it just runs through
the veins! His goal at every speaking engagement is
Keith Posehn simple: Make sure everyone walks out with at least 1
Keith Posehn, the CEO of Zorz, is an entrepreneur who new piece of information or perspective on an SEO topic.
literally grew up in the middle of the tech revolution.
Starting in video games at a young age, Keith moved Boone Riddle
to working in IT while in college and upon graduating Boone Riddle has been in the performance marketing
went to work in the online ad agency world in San Diego. industry for 3 years. After working with industry giant
Rising to a director level position, Keith struck off on his Affiliate.com and boutique endeavor TriFoxMedia, he
own in 2008 to create Zorz, a successful performance joined Underground Elephant in early 2010. During
marketing practice specializing in high-quality affiliate the past year, he led the affiliate network division of
marketing solutions for clients in social media, paid Underground Elephant to become a multimillion dollar
search & mobile. department, characterized by his passion for hands-on
professionalism in publisher management interactions.
Geno Prussakov Although he has experience in a variety of verticals and
Evgenii “Geno” Prussakov is a graduate of the University works with many advertising clients, Riddle’s particular
of Cambridge. He is the author of “A Practical Guide area of expertise is in mediating between publishers and
to Affiliate Marketing” (2007), the “Online Shopping clients to maximize the effectiveness and profitability of
Through Consumers’ Eyes” (2008), international speaker, lead-generation campaigns. Riddle’s current professional
award-winning blogger, senior editor for the affiliate interests include expanding into all lead-gen verticals
marketing section of the Search Engine Marketing that have volume potential, as well as identifying the
Journal, and regular contributor to Website Magazine, “next big thing” in lead-generation verticals to establish
FeedFront Magazine and Econsultancy.com’s blog. clients in and create offers around, thus providing
Geno is the founder of AM Navigator LLC, and he was publishers with new sources of revenue.
voted the “Best OPM of the Year” for three years in a
row (2006-08) by the largest online affiliate marketing
community, ABestWeb.com. He now resides in Virginia,
working on his doctorate, and continuing to write and

56 | January 2011 | FEEDFRONT MAGAZINE


Speaker Bios (cont.)
Kim Riedell Kim Rowley
Kim Riedell oversees publisher client account Kim Rowley @KIMarketing has been in the affiliate
management nationwide and advertiser client account marketing space since 1998 and is the founder of Key
management on the east coast for Commission Junction. Internet Marketing, Inc. where she authors several niche
She joined Commission Junction from BeFree when the blogs including top shoe blog, ShoeaholicsAnonymous.
two companies merged in 2003 and has since managed com. She also helps people save time and money
account teams to consistently and strategically grow at ShoppingBookmarks.com. Ms. Rowley has been
client revenue. Prior to Commission Junction, Riedell was featured in several publications including USA Today and
a director at Student Advantage and has held numerous Revenue Magazine and has presented on specific topics
sales and marketing positions at Lightbridge and MCI of ecommerce entrepreneurship, content creation and
Telecommunications. She has a bachelor’s degree from affiliate marketing secrets at such events as BlogWorld
the University of New Hampshire and an MBA from the New Media Expo and Infotec. Kim is also an Adjunct
Simmons College School of Management. Professor for the University of San Francisco teaching
Advanced Affiliate Marketing Techniques. Kim volunteers
Lisa Riolo her time as a SCORE counselor to share her marketing
Lisa Riolo is an active, dedicated member of the expertise and serves as a member of the Affiliate
performance advertising community and remains Summit Advisory Board as well as several local civic
committed to its further growth and achievement. Prior organizations.
to co-founding Impact Radius, Lisa consulted with high-
growth businesses to develop online marketing programs Barbara Rozgonyi
and scale operations. Lisa’s previous experience Barbara Rozgonyi invents wired branding systems that
includes serving as senior vice president of business attract customers, grow businesses, build brands and
development at Commission Junction, where she played increase market share using social media, marketing
an instrumental role in growing company revenue, and and PR. A digital communications innovator since the
managerial roles at Peet’s Coffee & Tea and Bank of mid-90s, Barbara leads CoryWest Media, a strategic
America. Lisa holds a bachelor’s degree in psychology marketing consultancy whose client list includes
from Claremont McKenna College. Fortune 500 corporations, online retailers, non-profits,
PR firms and small businesses. Publisher of www.
Greg Rollett wiredPRworks.com and the founder of Social Media Club
Greg is a new school Internet Marketer from Orlando, Chicago, Barbara is a frequent keynote speaker and
FL. Blending direct response with social media, Greg has an experienced educator who develops and presents
been able to provide high return marketing campaigns marketing curriculum for colleges, associations,
for Coca-Cola, Miller Lite, Warner Bros, Cash Money corporations and online communities. In 2010 Barbara
Records and others and has been featured on FOX contributed the LinkedIn chapter to “Success Secrets
News, ABC News, The Daily Buzz, Mashable, FeedFront of the Social Media Marketing Superstars,” published by
Magazine, Smart Business Magazine and many other Entrepreneur Press. Barbara’s media mentions include
independent media outlets. inc.com, NBC5 Chicago and Germany’s FAZ. Named
one of the top 30 PR experts to follow on twitter by
William Rothbard ereleases.com, Barbara is @wiredprworks.
Bill Rothbard has over three decades of experience
counseling advertising and marketing clients on all Jason Rubacky
aspects of compliance with FTC and state consumer Jason Rubacky has seen the affiliate marketing from
protection laws. His clients include a wide variety every side. Starting back in 2004 as an affiliate, Jason
of online and offine direct response marketers. He had a number of successful coupon and sports sites
represents clients in state, federal and self-regulatory before moving into affiliate management in 2007. After
advertising investigations and enforcement actions. He winning a number of awards such as “Best Affiliate
also negotiates and prepares advertising and marketing Manager of 2008″, Jason decided to come full circle and
business agreements and prepares and prosecutes be a part of the ShareASale team, a goal he had set two
trademark applications. Mr. Rothbard draws on his years prior to joining. Now Jason’s main role is Affiliate
experience as a former FTC attorney, serving in the Development and “paying it forward”. #GetSome
Advertising Practices Division, as Deputy Assistant
Director of the Bureau of Consumer Protection, and as Hersh Sandhoo
Attorney-Advisor to the FTC Chairman. He also served as Hersh Sandhoo is the Chief Executive Officer of
Senior Counsel to the U.S. Senate Judiciary Committee, Health Converter, the premier health and beauty
Subcommittee on Antitrust, Monopolies and Business affiliate network. Hersh has over fifteen years of
Rights. Mr. Rothbard is a graduate of The University web development and marketing experience, while
of Michigan and the University of California Hastings specializing in business development and operations.
College of the Law.

FEEDFRONT MAGAZINE | January 2011 | 57


Speaker Bios (cont.)
Hersh Sandhoo (cont.) he has the dedication, drive, and at times the audacity
He is involved in multiple business ventures and has to get the job done.
personally consulted hundreds of companies worldwide,
including Paramount Pictures, Comcast SportsNet and Mark Silliman
the Maryland State Department of Education. Hersh has Mark Silliman is the Founder and CEO of Spadout.
also been featured in business books, trade magazines, com. He’s best known for developing web crawlers that
newspapers, radio and television news programs. On a allow Spadout.com to monitor prices on every outdoor
personal side, Hersh has a bit of an adventurous streak retailer without the need for datafeeds. This made
and loves the martial arts, traveling, sky diving, kite Spadout.com the leading price comparison site in the
boarding, drawing, photography and playing the guitar. outdoor industry and converted over 8 figures in sales
in 2009. He is currently expanding to baby products
Rus Sarnoff (KidCrawl.com). Mark uses technology to capitalize
For the past decade Rus Sarnoff, founder of Integrated on affiliate marketing using video, mobile and social
Marketing, has been helping clients navigate the evolving media. He is also a proud father and husband.
landscape of Direct Response marketing. Moving
from a successful career in television production and Wade Sisson
broadcasting (credited with more than sixty series and Wade Sisson is director of marketing for Schaaf-
specials) he pursued his interest in consumer trends PartnerCentric, which specializes in outsourced affiliate
by re-focusing his creative skills and talents to direct program management. Wade was a journalist by
response marketing. Rus’ ability to craft competitive trade before he joined an advertising agency in 2002
strategies and tactics and develop new business for and was introduced to affiliate marketing. In 2006 he
his clients within most every vertical in the direct-to- became part of the team at PartnerCentric, the first
consumer marketplace has earned him a reputation outsourced program management agency, which last
as a highly-respected marketer and industry thought April was acquired by Schaaf Consulting. Wade is a
leader. With a broad roster of clients, expansive network frequent trade show speaker on topics such as affiliate
of relationships, membership on industry committees marketing, social media marketing and website design,
and trade organizations, Rus brings unique insights and development and analytics. Wade is a contributor
vantage point to emerging trends and technologies, to Feedfront magazine whose work was included in
regulatory issues, and new business opportunities. the book “Internet Marketing From the Real Experts”
(2010). Wade is also host of Affiliate Marketing Insider,
Eric Schechter a weekly podcast that is now in its fourth year on the
As the Social Media Manager for Carnival Cruise Lines, air via WebmasterRadio.fm.
Eric plays a dynamic role in accelerating the growth and
user engagement of Carnival’s biggest social properties. Beaudon Spaulding
From marketing to customer service (and even internal Mr. Spaulding has been involved in the Internet
communications), Eric ensures that social media strategy & Technology industry since 1996. His role as an
remains consistent and fluid across many facets of Investor/Marketer started in 1998, when he was
the Carnival brand. With an in-depth knowledge of President of the Interactive Division for Argonaut
ROI marketing, Eric creates and implements strategic Development (one of Key West’s oldest Real Estate
social media programs that drive results for the world’s Developers). Specializing in data acquisition, digital
largest cruise line. Additional responsibilities include: asset management, and business development,
monitoring, tracking, and analyzing conversations he was responsible for all marketing and online
throughout the cruising and travel industry and finding strategies for all of Argonaut Development properties.
new and innovative ways to integrate Social Media into Several technology companies later he is continuing
the overall marketing funnel. You can connect with Eric to forge a path of innovation and efficiency as it
on Twitter at twitter.com/EricSchechter or on his personal relates to conducting business online. In 2004 he was
blog EricSchechter.com. responsible for developing “SMS Recipient Consent
Directory Assistance” providing an innovative and
Jeremy Schoemaker privacy driven way to allow directory assistance
Jeremy’s skills have led him on a wild ride swinging from massaging to the US Cell phone market. Afterwards
unemployment to an 8 figure income in only a few years. Mr. Spaulding became involved in working with Political
Jeremy “Shoemoney” Schoemaker is one of the most officials on State and Federal levels to integrate text
successful internet marketers of our time. He has proven messaging into their campaign efforts.
his skills online in the PPC community, time and again
in affiliate marketing, and is legendary for his $133,000 Stephan Spencer
Google AdSense check. In 2007 Jeremy launched the Stephan Spencer is an author of The Art of SEO
AuctionAds advertising network and added more than published in October 2009 by O’Reilly and co-authored
25,000 affiliates in a mere 4 months of operation who by Eric Enge, Rand Fishkin and Jessie Stricchiola.
generated millions a month in revenue. Whether its his Stephan is the founder of Netconcepts.
blog or any of his companies ShoeMoney has proven that

58 | January 2011 | FEEDFRONT MAGAZINE


Speaker Bios (cont.)
Stephan Spencer (cont.) portfolio of traffic generating properties. He worked as
Netconcepts started out as a web design and marketing a web designer for years before firing his design clients
agency, but over time morphed into a leading SEO and moving full time into the marketing world. He is
firm. Stephan, and Netconcepts, had been heavy an entrepreneur, husband, dad, lover of ridiculously
into the science of SEO since 1999. Netconcepts was spicy foods, Seahawks fan, drummer and blogger at
acquired in January 2010 by paid and organic search LoganThompson.me and BlogAboutBeer.com.
software/services agency Covario. Covario is one of
those rare companies to have made it onto the Inc Wade Tonkin
500 list two years in a row — in 2009 and now again in Wade Tonkin has been active in the affiliate industry
2010. Stephan is the inventor of the automated pay- since 1999, working as in internal affiliate manager,
for-performance natural search technology platform outsourced affiliate manager, consultant, and sales
GravityStream, now re-branded as Organic Search specialist with companies like Kowabunga Technologies,
Optimizer. Forge Business and the United Sharing Network before
founding GTO Management with partners Karen and
Joe Sousa Joel Garcia in 2008. GTO provides outsourced affiliate
Joe has been in the SEO/Affiliate industry since 1998. He management and social media consulting services to
started out doing SEO for clients but transitioned into a online retailers. Wade is also the co-founder of the
full time affiliate. Over the years Joe has built hundreds Christian Affiliate Marketing Association (CAMA) with the
of different sites in many different niches and has Garcia’s and a partner in SkagitRadio.com – an online
experience in PPC, SEO, video, and social media. radio station specializing in live webcasts of high school
sports events in Washington State.
Michael Streko
Michael fell into organic search when he was told by a Barg Upender
former employer to “make the company site show up Barg is the Founder & CEO of Mobomo, an innovative
on Google”. Fast forward 3 years and Michael now owns mobile development company focused on building
Streko Media, which operates a network of affiliate sites “Smart Apps for Smart Devices” in the consumer and
across multiple verticals. enterprise markets. Barg is a serial entrepreneur and
technologist with 20 years of experience in commercial
Dave Taylor software product development. Barg was selected
Dave has been involved with the online world since 1980 as Top 100 Tech Titans in the DC-metro area by the
and is widely considered an expert on all things digital. Washingtonian magazine in 2009. Barg is an alumnus
He runs the popular tech answers site AskDaveTaylor. of the prestigious MindShare CEO Network, the leading
com, along with three other blogs, including his daddy entrepreneur network in the DC-metro area. Barg
blog APparenting.com. He has two masters degrees, 20 graduated from Cornell University with a Masters in
published books and is an award-winning speaker and Electrical Engineering.
workshop leader, when he’s not busy as a single dad to
three fabulous children. Jonathan Volk
Jonathan Volk is one of those “make money online” guys.
Carolyn Tang Kmet He is a full time super affiliate, blogger at JonathanVolk.
Carolyn Tang Kmet is the director of affiliate marketing com, speaker, and online entrepreneur. Jonathan started
for Groupon.com, a site that features a daily deal on the his quest to make money online in 2004 and has been
best stuff to do, see, eat, and buy in a variety of cities working full time online since early 2007. Now his
across the U.S., Canada, Europe and soon beyond (read: company generates several million dollars per year
Space). Prior to joining Groupon, she led the client online. He has a passion and drive to make money online
services team at ShareASale.com, an award-winning but also enjoys spending time with his beautiful wife,
affiliate network. On the merchant side, she’s managed drumming (for 10+ years now), and volunteering at his
affiliate programs at Orbitz.com and CollectiblesToday. church.
com; and on the affiliate site, she helped build the
MyPoints Shopping portal. Carolyn is also an adjunct Brian Waldman
lecturer with Loyola University of Chicago, where she For the last 5 years Brian has been the VP of Marketing
teaches both undergraduate and MBA level e-marketing and Strategy at Merchant Warehouse, one of the largest
courses. Carolyn received her MBA from Loyola and fastest growing companies in the multi-billion dollar
University Chicago. She holds a Masters of Science Credit Card Processing Industry. He also serves as an
degree in Journalism from Northwestern University and ecommerce strategy/search marketing consultant for
a Bachelor of Arts degree from University of California, various companies primarily in the B2B space. Brian’s
Berkeley. previous experiences in search marketing include
positions at Inceptor, a Boston area Search Marketing
Logan Thompson Agency and BuyerZone.com where he headed the search
Logan Thompson is a full time affiliate marketer and marketing and category strategy teams.
CEO of Blink Source, a media company with a growing

FEEDFRONT MAGAZINE | January 2011 | 59


Speaker Bios (cont.)
Brian Waldman (cont.) Josh Ziering
He holds a BSBA in Marketing from Bryant University Josh is an eclectic mix of marketer, search optimizer,
as well as an MBA and MSIS from Boston University. In and stand up comic. With the ambitious goals of “having
a previous life he worked for 15 years in the restaurant everyone learn something” and “a guarantee not to bore”
industry. he sets out to educate and entertain about his favorite
facets of internet marketing. With a focus on actionable
Evan Weber items, you can be sure his presentations won’t be fluffy
In online marketing over 10 years. I have been or superficial. Josh is an independent SEO consultant
Marketing Director for an Internet start-up that became working across the board with everyone from Realtors®
successful. I have owned and operated a Digital to Motivational Speakers to Garage Inventors. As a
Agency for 3.5 years focusing on the affiliate program teenager, he found himself trying to rank his own name
management. I’d like to think I have some expertise in against some family who spent some time on TV and in
SEO, paid search, social media, and affiliate marketing. I print. This set him down the slippery slope of learning
work with a lot of effort and time spent social networking search engine algorithms, and internet marketing. Since
and working with affiliates. I try to stay on the cutting- then he’s turned a once hobby into a job and lifestyle.
edge of the Internet marketing world and inform others You can read his blog on marketing at http://www.
about what I know and have learned. FullSpeedSEO.com
Mike Whitmore
Mike is the President of Fresh Consulting in Bellevue,
WA. Fresh Consulting, a business strategy consulting
firm, delivers solutions utilizing Web & Enterprise 2.0
technology & design models with best practices involving
collaboration technologies, social media, program
& project management, mobile app development,
website redesign & content creation.Mike began his
professional career with WordPerfect Corporation leading
a multinational development team in building the first
release of WordPerfect Office in numerous languages.
Other clients include Novell, Intel, Fujitsu, Compuware,
AT&T Wireless, QWest, T-Mobile, Boeing Space &
Defense and Unisys Corporation. Mike’s experience in
sales resulted in relationships with major firms in the
Northwest including Standard Insurance, Washington
Mutual & States of Oregon & Washington.Mike graduated
from Brigham Young University with a BS in Business
Management and a minor in Dutch Literature. He and his
wife and 4 children live in Redmond, WA.

Brian Williams
Brian Williams is Founder and President of Pear Lake
Partners, a new media marketing agency for small
businesses and mid to large entrepreneurial-type
organizations. In this role, Mr. Williams provides online
video, mobile marketing, online event programming,
lead generation, direct online sales and branding
strategy for Pear Lake’s clients. Prior to Pear Lake, Mr.
Williams served as head of marketing for numerous
Internet and eCommerce companies including uBid.
com which he helped grow to a 500 million dollar
organization. In addition, Mr. Williams helped to pioneer
Internet marketing for automotive giant Toyota Motor
Corporation. Outside of building Internet companies,
Mr. Williams is an active affiliate of information products
ranging from Internet marketing courses to software
applications that support the Internet and affiliate
marketing communities.

60 | January 2011 | FEEDFRONT MAGAZINE


By Le Michelle Nguyen

As a network manager of an affiliate network, there is signing up to an affiliate program as an affiliate. Affiliate
one misconception that I continue to dispel time and networks see the function of their affiliate database as
time again in this industry. That is that CPA and affiliate the means to drive traffic. That being said, when CPA
networks are one and the and affiliate networks
same. launch a campaign,
voluminous traffic isn’t
If you represent an online destined to be generated,
business and want to market at least not right away.
your products and services CPA networks are capable
the right way, then it’s of generating high volume
important to distinguish and fast. They can turn a
between these two types of campaign on and off in as
networks before proceeding little as 48 hours. Affiliate
with a partnership. It will networks by comparison
not only save you time and should be seen as more
money, but it will help you of a long-term solution for
establish the best online potential merchants that
marketing platform that is want to build quality traffic
right for you as a merchant. over an extended period of
time.

Comparing Apples to No, Our Stats are


Oranges Final
A CPA is known as a cost
per action. Therefore, a Real-time tracking is
CPA network is interested in important to merchants.
driving traffic to campaigns CPA networks will often
that involve form submission insist in their insertion
details like names and email order that their real-time
addresses, and downloads. tracking is the final say on
As such, CPA networks how many lead transactions
steer away from revenue have been generated.
share models. Things like An affiliate network, just
lead generation and trial- like a CPA network, relies
offer campaigns that come on a pixel to track all
with a flat payout are often action; however, it’s up
preferred. to the merchants’ affiliate
manager to approve only
Affiliate networks are brokers those transactions that are
between merchants and valid based on the real-
affiliates. A merchant’s offer will be integrated into an time reports.
affiliate network and, in turn, that network will have
its database of affiliates with relevant traffic promote We’ve really just scraped the surface of a comparison
the product or service. Affiliate networks will support between CPA and affiliate networks; it’s much more
multiple offers and payouts. This means lead generation, comprehensive than people actually think.
revenue share and email marketing can function all
under one umbrella. While there are great benefits to partnering with both
types of networks, it’s important to establish your
objectives as a merchant before beginning the hunting
We Want Volume process. In the long run, your business will thank you.

It’s important for merchants to be aware that affiliate


networks are not affiliates. They are not interested in Le Michelle Nguyen is the network manager for Share
Results.

FEEDFRONT MAGAZINE | January 2011 | 61


By Geno Prussakov

ublishers that regularly produce quality that comes from my personal experience of writing over
content, whether it be blogging, article 700 blog posts within under 2 years, and understanding
publishing, podcasting, video-producing, of what makes a good blog post, and a good blogger.
microblogging, or any other form of content
production, have some of the most loyal There are 4 adjectives to remember:
followers.
C for Consistent – A-post-a-day keeps your
However, I believe that there are several different routes readers (and search engines!) awake
that you can take, as far as producing quality content.
Being an active blogger and blog reader myself, upon C for Concise – Most consumers of online
two years of observations, analysis and conclusions, I’ve content truly appreciate eloquence
come up with my own classification of publishers.
C for Clear – The vast majority of content
I believe that the vast majority of successful content consumers do not want rocket science
producers (affiliate marketers included) fall into one of
three types. These are: P for Practical – Of course, remember to be as
pragmatic as possible
(i) Reporters
Most of my personal blog posts that have become
(ii) Theoreticians popular reflected either all, or at least three of the above
four points. If you add a verb “Be” before each, and turn
(iii) Coaches each adjective into an objective, it’ll undoubtedly help
you create more engaging and popular content.
Each of these three types is in high demand, and the
popularity of their sites makes it essential for us to
understand what exactly drives people to them.

Reporters are generally about breakthrough ideas and


technologies, new studies, and fresh statistical data.
They love to announce, analyze, and draw conclusion or
provide commentary of their own.

Theoreticians are about connecting the dots between


scientific researches/studies and our day-to-day reality.

Finally, coaches are essentially teachers that share their


generally experience-based “how-to” knowledge with
readers who want to master in this or that subject.

Of course, there are plenty of borderline synergies, and


any of the above-quoted three types can now and again
act as another type. However, most frequently a content
publisher leans to one of the above styles.

So, whether you are just starting with content


publishing, or have already been doing it for some time,
it is good to understand what type of publisher you really
are. Such comprehension will help you to stay more
focused and play in unison with the style and approach
that you are inherently predisposed for.

Now, to succeed in online content publishing, I believe


one is to remember 3 Cs and a P. I know, CCCP may not
bring up good memories in most minds, but today I’d
like to give the old abbreviation a new meaning -- one Geno Prussakov is the Founder of AM Navigator.

62 | January 2011 | FEEDFRONT MAGAZINE


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For more info on how you can generate instant affiliate payouts
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sales@entropay.com • www.entropayforbusiness.com
By Justin Premick

e all know how effectively a well-placed without even having to ask. And if not, you can always
customer testimonial (or a lot of them!) can post to your wall and ask your fans to share the stories
raise clickthrough and conversion rates on your of their experiences with your business.
affiliate products.
Comments on Your Blog. Read your blog’s comments
Chances are, you don’t have as many testimonials as – you’ll often find great testimonial content in there.
you’d like; after all, who doesn’t want more of them to If you have an old blog with a lot of comments, try
try out on your site and sales pages? searching them for words like “love” and “thanks” and
“fantastic” (and any other similar ones you can think of).
Well, here’s some good news for you: your business may
be sitting on a mountain of testimonials from thrilled Everywhere Else! Google Alerts can help you monitor
customers and not even know it! what people are saying about you while you’re not “in
the room,” so to speak. Set up a few alerts at http://
Here are five places you can start looking for these www.google.com/alerts (using the same sorts of terms
response-boosting gems: you typed into Twitter Search) and Google will tell you
when those terms appear in blog posts, articles and
Your Inbox. Chances are, you’ve fielded an email or other web pages.
two from customers who have questions about previous
orders or are seeking recommendations about which And if those don’t bring in enough quality testimonials?
products are best for them. If you’re on the ball with Go ask for them! Send your email list a message
these, you’ll often get testimonial-worthy thanks back. asking for their feedback on your site, the products you
Reply with a quick note to those customers asking recommend, your emails and anything else you think
if they’ll permit you to use their comments in your might generate heartfelt positive comments.
marketing materials.
If you don’t want the comments coming back to your
Twitter. Head over to Twitter Search (http://search. inbox, send them to a survey instead (you can create
twitter.com) to find out if customers are Tweeting about survey forms with Survey Gizmo, or just create a form in
your brand. Search for your company name, products Google Docs).
you sell and any other terms relevant to your business.
Just like with email (and all of these testimonial
sources), make sure you get permission to use any
comments you come across before putting them on your Justin Premick is the Director of Education Marketing for
site. AWeber Email Marketing. Visit http://www.aweber.com

Your Facebook Fan Page. Your Facebook fans are,


well... fans, right? You may find great testimonials here

FEEDFRONT MAGAZINE | January 2011 | 65


PEOPLE TO FOLLOW ON TWITTER
There are lots of folks Tweeting about affiliate marketing
and issues related to the industry. Here are some we’d
suggest following - they are the speakers from Affiliate
Summit West 2011:

Philip K. Akalp Rob Duva Gary Kibel


http://twitter.com/Corpnet http://twitter.com/RingRevenue http://twitter.com/GaryKibel_law

Nadia Aly Paul Edmondson Mike Koenigs


http://twitter.com/DigiTalkVan http://twitter.com/pauledmondson http://twitter.com/mikekoenigs

Scott Bain Marty Fahncke Jim Kukral


http://twitter.com/scottbain http://twitter.com/FawnKey http://twitter.com/jimkukral

Shashi Bellamkonda Todd Farmer Elliott Lemenager


http://twitter.com/shashib http://twitter.com/toddfarmer http://twitter.com/elemenager

Andrew Bennett Todd Friesen Stephanie Lichtenstein


http://twitter.com/BenSpark http://twitter.com/oilman http://twitter.com/MicroSteph

Jamie Birch Munish Gandhi Rebecca Madigan


http://twitter.com/jamieebirch http://twitter.com/munishgandhi http://twitter.com/pmassociation

Greg Boser Rosalind Gardner James Martell


http://twitter.com/GregBoser http://twitter.com/rosalindgardner http://twitter.com/JamesMartell

Chris Brogan Jen Goode Michael Martin


http://twitter.com/chrisbrogan http://twitter.com/jgoode http://twitter.com/googleandblog

Lucas Brown Michael Gray Tricia Meyer


http://twitter.com/hasoffers http://twitter.com/graywolf http://twitter.com/sunshinetricia

Mike Buechele Julie Greenhouse Matt Mickiewicz


http://twitter.com/mikebuechele http://twitter.com/jgreenhousenyc http://twitter.com/99designs

John Chow Derek Halpern Sharon Mostyn


http://twitter.com/JohnChow http://twitter.com/DerekHalpern http://twitter.com/sharonmostyn

Brian Clark Greg Hoffman CT Moore


http://twitter.com/copyblogger http://twitter.com/akagorilla http://twitter.com/gypsybandito

Daniel M. Clark Rae Hoffman-Dolan Eric Nagel


http://twitter.com/QAQN http://twitter.com/sugarrae http://twitter.com/esnagel

Curtis A. Clarke Ad Hustler Marcus Nelson


http://twitter.com/As_Seen_On_PC http://twitter.com/adhustler http://twitter.com/marcusnelson

Bruce Clay Kenny Hyder Murray Newlands


http://twitter.com/bruceclayinc http://twitter.com/kennyhyder http://twitter.com/murraynewlands

Eric Collins Scott Jangro Amanda Orson


http://twitter.com/MobilePosse http://twitter.com/jangro http://twitter.com/phillian

Sal Conca Kristopher Jones


http://twitter.com/netexponent http://twitter.com/krisjonescom Christopher Pearson
James Keating http://twitter.com/pearsonified
Angel Djambazov http://twitter.com/jameskeating
http://twitter.com/djambazov Lisa Picarille
Kevin Keranen http://twitter.com/LisaP
http://twitter.com/kkrocks

66 | January 2011 | FEEDFRONT MAGAZINE


PEOPLE TO FOLLOW ON TWITTER
Keith Posehn Wade Sisson Jonathan Volk
http://twitter.com/kzorz http://twitter.com/schaafpc http://twitter.com/JonathanVolk

Geno Prussakov Brian Solis Evan Weber


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

Wil Reynolds Beaudon Spaulding Drew Eric Whitman


http://twitter.com/wilreynolds http://twitter.com/beaudon http://twitter.com/drewericwhitman

Boone Riddle Stephan Spencer Mike Whitmore


http://twitter.com/booneriddle http://twitter.com/sspencer http://twitter.com/mikewhitmore

Lisa Riolo Joe Sousa Brian Williams


http://twitter.com/lisariolo http://twitter.com/drcool73 http://twitter.com/brianwilliams

Greg Rollett Michael Streko Joshua Ziering


http://twitter.com/g_ro http://twitter.com/streko http://twitter.com/JoshuaZiering

Kim Rowley Dave Taylor


http://twitter.com/kimarketing http://twitter.com/DaveTaylor Affiliate Summit Related Twitter
Accounts
Barbara Rozgonyi Carolyn Tang Kmet
• Affiliate Summit - http://twitter.
http://twitter.com/wiredprworks http://twitter.com/catango
com/affiliatesummit
Jason Rubacky Logan Thompson • FeedFront Magazine - http://
http://twitter.com/jasonrubacky http://twitter.com/drumminlogan twitter.com/feedfront

Hersh Sandhoo • GeekCast.fm - http://twitter.


http://twitter.com/healthconverter Wade Tonkin com/geekcast
http://twitter.com/affile8warrior
Rus Sarnoff • Shawn Collins - http://twitter.
http://twitter.com/RusSarnoff Barg Upender com/affiliatetip
http://twitter.com/bargupender
• Missy Ward - http://twitter.com/
Eric Schechter missyward
http://twitter.com/EricSchechter

Jeremy Schoemaker
http://twitter.com/shoemoney

FEEDFRONT MAGAZINE | January 2011 | 67


WYNN BALLROOMS & MEETING ROOMS

68 | January 2011 | FEEDFRONT MAGAZINE

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