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It’s OK to Monetize

By Missy Ward
Page 2 Five Ways to Get an
Affiliate’s Attention
By Tricia Meyer
Page 10
New Trends in
Social Media
By Ricky Ahuja
Page 18
The Secret to Success
in Business
By Shawn Collins
Page 31
Affiliate Summit West
2011 Agenda
Page 34
Issue 13 | January 2011 The Official Magazine of Affiliate Summit
FeedFront | January 2011
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:
Interested in advertising? Please visit or email us at:
© 2011 Affiliate Summit, Inc. and Individual Authors.
02 Editors’ Note: The State
of the Affiliate Blogosphere
By Missy Ward
03 Effectively Use Datafeeds to
Enrich Your Website
By Eric Nagel
04 Five Reasons Why You Aren’t
Making Money
By Charles Bohannan
05 Grow Your Audience Through
Podcasting III: Distribution
By Daniel M. Clark
07 Four Keys to Negotiating with
Affiliate Managers
By Colleen Darwent
08 Making the Transition from
Employee to Entrepreneur
By Joe Lilly
09 Is Your Social Media Expert a
By Missy Ward
10 Five Ways to Get an Affiliate’s
By Tricia Meyer
11 Search Marketing vs. Social
By Don Batsford, Jr
12 How to Spot a Good Merchant
By Kim Salvino
13 The New Intersection of
Search and Social Media
By Jay Berkowitz
14 Can Coupon Affiliates and
Merchants Get Along?
By Travis Jacobson
FEEDFRONT MAGAZINE | January 2011 | 1
16 Ins and Outs of Affiliate
By Cindy Ballard
17 The Hidden Opportunities
Behind Attribution
By Scott Allan
18 New Trends in Social Media
By Ricky Ahuja
19 Affiliates Can’t Afford to be
By Rachel Corcoran
20 Leaving New Jersey, An
Affiliate Roadtrip
By Shawn Collins
21 Increasing Conversions
Rates with On-Site
By Logan Lenz
23 How to Get Your Affiliate
Wishes Granted
By Mia Vallo
24 Why Use LinkedIn?
By Mike Buechele
25 Effectively Communicating
With Affiliates
By Deborah Carney
26 Is Offering Pre-paid Deals
Good for Merchants?
By John Vehlewald
27 Never Too Young to Start
By Jill Swartwout
29 Avoiding the Pitfalls of
International Marketing
By Paul Kemshell
30 Affiliate Marketing Goes
By Carolyn Tang Kmet
31 The Secret to Success in
Business - Persistence
By Shawn Collins
32 Pay-Per-Call - Get Off the
By Rob Duva
34 Agenda
44 Drew Eric Whitman Bio
45 Brian Solis Bio
46 Speaker Bios
61 Merchant’s Choice: CPA or
Affliate Network?
By Le Michelle Nguyen
62 Types of Content
Publishers & Objectives to
By Geno Prussakov
64 Affiliate Summit
unConference 2010 Recap
By Shawn Collins
65 Five Places to Find Customer
By Justin Premick
66 People to Follow on Twitter
68 Wynn Las Vegas Map
The State of the
Affliate 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-
employed bloggers admit to blogging to make money or
supplement their income.
Overall, only 18% of bloggers surveyed reported a
non-salary income from their blog in 2010. The most
common ways of generating blog revenue were from
display ads, affiliate marketing links, paid postings and
search ads.
Unfortunately, the mean income reported was $9,985,
which, in my opinion, indicates that (A) bloggers still
view blogging as a way to subsidize their hobby, to some
extent, or (B) they just don’t know how to monetize their
blogs properly, but want to learn.
Over the last year, I’ve run into a whole lot of more
(B)’s. This is very exciting to me, whether the newfound
open-mindedness to content monetization was economy-
driven or because bloggers have finally realized that it is
OK to monetize one’s blog.
Either way, the affiliate marketing industry wins a
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
Affiliate Summit recognized this shift early this year and
subsequently created Monetize Summit, which makes
its debut on the Sunday of Affiliate Summit West 2011
in January. This series of beginner educational sessions
will focus on turning a blog into a profit center, making
money using pop culture content, providing tips and
tricks to increase conversions, and teaching attendees
how to use a datafeed to monetize a site.
With more than half of the bloggers surveyed planning
on blogging even more, and 43% planning to expand
the topics they blog about, it is our goal to help those
bloggers be able to afford to spend more time to do just
Affiliate marketing shares in the blogger’s optimism for
the future and we welcome you to our growing family.
Technorati’s state of the Blogosphere 2010 Report can be
read in full at
Missy Ward is a Co-Founder of Affiliate Summit, Co-
Editor-in-Chief of FeedFront Magazine and manages
Missy Ward
2 | January 2011 | FEEDFRONT MAGAZINE
atafeeds are
a hot topic
today, but
many people
don’t know
where to
begin. Luckily,
there are
tools available that make
datafeeds useful to anyone
who has a website.
To start, it’s best to
understand what a datafeed
is (usually)... a plain-text file
which contains a list of all of
a company’s products, and
includes the product name,
description, URL to an image,
price, your affiliate link, and
Each line of a datafeed
represents one product. A
datafeed can be one to tens
of thousands of lines long.
Many affiliate networks not
only have ways to download
a merchant datafeed, but also provide a means to view
the products of a datafeed through their interface. By
viewing the datafeed in the network’s interface, you can
browse through their products, and select which you’d
like to promote.
The simplest way to use a datafeed is to search via the
affiliate network for a product you’d like to feature, copy
the given HTML code, and paste it into your website
(much like adding a banner).
Some affiliate networks also have tools which allow you
to search and select multiple products to feature on
your site. Similar to a single product, you just copy the
HTML code and paste it into your website. The code that
you paste may be static, meaning when the datafeed
updates, your website does not, or it may be JavaScript,
which updates your site when the datafeed is updated.
Once you’ve reached the limits of what the network
tools can do for you, you
may want to look at third
party tools. PopShops and
GoldenCAN are two examples
which read merchant
datafeeds and update your
website when the datafeed
is updated. This is the true
power of datafeeds: setting
it up once, and not having to
update it every time the price
changes or the product goes
out of stock.
If you really want to get
into datafeeds, you can
write programs (in PHP, Perl,
ASP) that go out, grab the
datafeed, and update your
website. This eliminates
third party tools (and any
associated costs) and gives
you greater control over
the look, feel, and content
While datafeeds may seem
like an easy way to enhance
your website, there can be
problems. First, not all merchants provide datafeeds. If
they do, the information in them is not always the most
The merchant’s website may show one price, yet there
could be a completely different price in the datafeed.
In addition, sometimes products that are no longer
available on the merchant’s site are still listed in the
datafeed. When this happens, your user will see the
product on your site, click through to the merchant site,
and be presented with an error message.
Datafeeds may not be the Holy Grail affiliate marketers
are searching for, but by using them with your existing
content, you can enhance your website, improve on your
user’s experience, and maybe even increase your profits.
Eric is an affiliate marketer who uses his programming
knowledge to create unique, automated sites.
By Eric Nagel
Eric Nagel
FEEDFRONT MAGAZINE | January 2011 | 3
You need to make real-world human
I find the best way to start
networking is within your local
community. Even stopping by a
coffee shop a few times a week
gets you away from your computer
and around people, which is where
relationships live.
Remember — people first. Then
come tactics and technology.
You have no
business model.
You need a business model to make
money. Just having a blog or niche
website is not a business. There
have to be mechanisms in place to
generate revenue and turn profits.
The good news is that there are
infinite business models that work
on the web. You get the excitement
and pleasure of picking your own.
Internet marketing is a really great
place to be right now, and there’s
no reason why you can’t make
Charles Bohannan is an editor’s
editor. Follow his passion for
publishing and marketing at
Reasons Why
You Aren’t
Making Money
By Charles Bohannan
Blazing a path to Internet riches is
nearly impossible if you don’t have
the right mindset. I should know
because I didn’t make money online
for my first two years. Eventually
I got smart and realized what was
holding me (and possibly you) back:
You’re not doing
Are you constantly brainstorming,
taking notes and learning how
to monetize things, but not
actually doing anything?
Why is this? I think it’s because it’s
much easier to nurture a great idea
in your mind than it is to release it
to market.
Acting on an idea demands bona-
fide courage and confidence, and a
willingness to skip perfection to get
results. And let’s face it—if you don’t
act, you don’t make money.
You don’t really
want to make
Sounds counter-intuitive, but some
of us possess powerful subconscious
thoughts that prevent us from
wanting to make money.
Maybe it’s the way we were raised,
or an incident from our past that
connects money with pain. Or,
maybe we’re stuck in “starving
artist” mode.
Whatever the issue, it’s important
you immediately identify and fix it.
Remember — a big secret to making
money is mastering the mental
You aren’t
providing value.
Anyone can slap up a website. What
you do with it is what really matters.
With that said, think about your
content — who is it for and what
does it do for them?
If you can’t answer those questions,
then you’re not providing value.
Content that entertains or
enlightens, but is poorly written,
is far better than a beautiful and
optimized site that says a lot but
means nothing.
For example, here’s an imaginary
description from an imaginary
surfing website of a real surf break
not far from my home:
When it gets big it gets
intense. When the tide is low you
can get some deep in and outs i
mean super deep. watch out for
As a surfer, I don’t care about the
bad spelling and grammar. Those
three sentences are pure gold!
You’re not
All the initiative and positive attitude
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
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.
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,
and these can all bring additional
Next Steps
Congratulations, you’re a podcaster!
It’s all about promotion from this
point forward; producing quality
episodes and promoting them well
will grow your audience and boost
your business!
Daniel M. Clark is the founder of, home of several audio/
video productions.
n the past two issues of
FeedFront, we discussed the
reasons why you should be
podcasting, the planning
stages, and the recording of
your first show. Next up is
the proper tagging of your
show and the uploading and
distributing your episodes.
ID3 Tags
Few things are as important for
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.
A program like ID3 Tag Editor (pa- helps tremendously.
This data is displayed in your site’s
media player, in iTunes and on iPods,
Zunes or other portable players.
Beware web hosts that advertise
“unlimited” transfer; putting large
podcast files on a shared web
hosting server is asking for trouble.
If your company can provide space
on its servers, that’s fantastic; if
you’re on your own, dedicated media
hosting solutions exist to consider.
Your MP3s can be uploaded to,, geekcast.
fm, or comparable services. The
media host you choose will tell you
if you need an FTP (a file transfer
method) client. Some hosts support
web interface uploads. Upon upload,
you’ll have the unique file address
necessary to post your episode to
your website or blog.
Though there are many ways to post
an episode, integrating a podcast
into your WordPress blog is dead
simple when using the PowerPress
plugin ( With
PowerPress, posting an episode is as
easy as posting a blog entry. In fact,
it’s exactly the same!
Once you set the plugin’s options,
a new input field will show up on
the New Post page. Type your
By Daniel M. Clark
FEEDFRONT MAGAZINE | January 2011 | 5
OVER 46,000
OVER 30,000
Come see for yourself at ClickBank Booth #201:
©2010 ClickBank All Rights Reserved.
By Colleen Darwent
Some affiliates like to fly solo and
others prefer to utilize their Affiliate
Manager’s knowledge and resources
to maximize their opportunities and
payouts. Over the years, I have
had numerous negotiations with
affiliates on offers and payouts.
Before negotiating or discussing
payouts, it is important for affiliates
to understand a networks business
model and take full advantage of
maximizing their relationship with
the affiliate manager.
Here are four keys to negotiating
what I believe will create a “win-
win” for both the network and the
1. Understanding
A network’s business model
is similar to a manufacturer/
distributor/retail sales chain. The
Manufacturer (Advertiser) creates
the product and utilizes the
distributor’s (Network) resources
and capital to generate sales
through retail stores (Affiliate/
Publisher). The network makes a
margin for assuming the risk of
acting as the middleman between
the advertiser and publisher. Some
affiliates receive payments daily or
weekly which leaves the network
assuming risk as most advertisers
have longer net terms.
2. Integrity
Just be open and honest. If you
are interested in an offer and
need a certain payout, then just
ask. There have been times when
I have told an affiliate that I
couldn’t pay out what they were
requesting. Conversely, there have
been instances when I approached
management about giving a
particular affiliate a certain payout
with very slim margins. Bottom line,
you have to be able to trust the
affiliate manager and vice versa.
3. Capabilities/
Before entering any negotiation, it’s
imperative to know what’s important
to you and what you’re willing to
‘give up’ for the sake of getting
what you want. What’s the least
you’re willing to accept in order to
pick up the offer? Do your research
and know what the going rates are.
Let the affiliate manager know what
type of results you anticipate and
discuss any previous success or
failures. There will always be “hot”
offers, but you shouldn’t place all
your focus on what’s hot. You know
your business, what you’re good at
and what you’re not. Focus on what
you know, and specialize in it.
4. Communication
As I stated earlier, some affiliates
prefer no or minimal communication
with an affiliate manager, which is
FEEDFRONT MAGAZINE | December 2010 7
perfectly fine. However, if you decide
to actively work with an affiliate
manager, it is important to talk with
the affiliate manager about your
intentions. Communicate your goals,
strategies and what you expect
of the network and your affiliate
manager. When it comes down to it,
we all have the same goal – to make
money while not compromising
our ethics. Be candid with your
AM about your experience level.
Everyone starts somewhere so don’t
be shy; the affiliate managers job is
to help you grow your business.
Keeping these four points in mind
when talking and negotiating with
your network affiliate manager helps
foster a good working relationship
and ultimately will create a long
term partnership.
Colleen Darwent is an affiliate
manager at, a
division of TheMediaCrew.
Four Keys to
Negotiating with
Affiliate Managers
Colleen Darwent
FEEDFRONT MAGAZINE | January 2011 | 7
be better positioned to recruit where
you need assistance, and your
business will have a better chance of
achieving stability.
Make a list of all the things you’re
bad at, and spend some time
figuring out how to overcome
those weaknesses. Industry events
like Affiliate Summit are full of
educational opportunities and also
provide plenty of time to network
with subcontractors and new
business partners. For this reason,
I’m convinced that conferences are a
great investment.
These are just a few of the things
I’ve learned while building my
business. Although I’m working
longer, harder hours than ever
before, owning a business is also
fun and really rewarding. If you’re
considering taking the plunge, I wish
you all the success in the world!
Joe Lilly writes about business,
music, and dog rescue at
Given the fact that most of us are
trained to be good employees–
rather than groomed to become
entrepreneurs – making the
transition from working for someone
else, to being self-employed can
oftentimes be difficult.
I recognized that I’d be facing
new challenges when I went into
business for myself, but I wasn’t
prepared for how different. Although
I’m still an entrepreneurial work-in-
progress, a few lessons learned in
2010 have helped me a lot:
Don’t Burn Bridges
Being unhappy with your job can
be a great catalyst for change; and
more than one entrepreneur has
started their business for this very
reason. But it’s always best to give
your soon-to-be former employer
the respect they deserve, and
depart on the best possible terms.
Once you’ve made the decision
to forge out on your own, begin
by assisting with any transitional
planning your former job requires.
After all, someday you will have your
own employees and you’ll will want
them to treat your business with
professionalism should they elect to
part ways. Being professional with
your employer will also help to build
your reputation; and your reputation
is your most important asset when
launching a business.
Given th
trained to
rather th
else, to b
Who knows, you just may even be
able to transform your former boss
into a new client.
Set Goals/Create A
As an employee, superiors
evaluate your performance. As an
entrepreneur no one holds you
accountable other than yourself.
It is always best to begin with a
business plan, one that offers a
mission statement and documents
your short term and long-term
goals. The business plan (and it
doesn’t need to be more than a few
pages) will help serve as a guide
measure your ongoing growth.
Because business, just like
life, can be quite unpredictable;
your business plan needs to
have flexibility. Any number of
factors may come into play that
will require you to make course
corrections – and you need to be
Address Your
Weaknesses Quickly
Being an employee is a team sport;
your weaknesses are offset by
someone else’s strengths. Being
a small business owner is more
like golfing. You can only rely
on yourself. If you don’t address
your weaknesses, nobody will.
Acknowledge your strengths and
weaknesses. When you do, you’ll
Making the Transition
from Employee to
By Joe Lilly
Joe Lilly
8 | January 2011 | FEEDFRONT MAGAZINE
Lately, I’ve received more and more
requests to recommend “a social
media marketing expert” (their
words, not mine) to help create
and manage their company’s social
media strategy. Overall, it appears
that the bulk of the people that have
asked, have not been too keen on
their existing expert.
Many have even felt duped by the
firm they hired. After looking at
a couple of the choices, it’s easy
to see how the companies might
feel deceived, based on the fact
that they’ve hired self-proclaimed
“experts” who I remember claiming
to be experts in something else just
a year ago.
A while back, I asked readers of my
blog to provide some suggestions on
red flags folks should look for when
interviewing social media marketing
companies. Here are some of their
comments I received on my blog,
Facebook and Twitter:
“When their email address is @
gmail, @msn or @yahoo instead of
a “real” company address. If you
can’t set up branded email, I doubt
you can test, measure and optimize
social media campaigns.” – Anne
“When the first thing they talk about
for Social Media is Facebook, Twitter
and LinkedIn.” – Patrick Allmond,
“When the expert negotiates their
consulting fee in free food. If they
don’t know how to command proper
pay for their services, how are you
to expect that they know how to
generate actual tangible revenue
for you?”- Lori Miller,
“When you look at their Twitter
account and it states they joined
Twitter six months ago.” – Karen
“When they can only talk tools
(Facebook, Twitter) and not
strategy; when they talk nothing
but buzzwords like “engagement,
metrics, authenticity” without
context.” – Davina Brewer,
“When you can’t find anything about
them on Google and their site is
nothing more than a price sheet
splash page.” – Anastasia Hilinsky,
“When they talk in %’s instead
of real numbers… 200% growth
in Fans! (From 4 to 11)” – Kevin
“When they neither have an outline,
nor a clear plan on how they will
promote your business through
Social Media” – Geno Prussakov,
“When they don’t inventory your
current communication channels,
know what UGC stands for and have
never used PickFu.” – Pat Grady,
“If the social media expert insists
that you can’t measure the ROI on
Social Media, chances are, they don’t
know what they’re doing.” – Derek
“When you search for the company
name on Twitter (or any social
media channel) and get no results.”
– Sharon Mostyn, SharonMostyn.
“When you also see them in forums
complaining that they can’t get
any traffic and are thinking of
giving up.” – Malcolm McDonough,
“When they call themselves a social
media expert in the first place.” –
Josh Todd,
Unfortunately, I couldn’t fit all of
the comments here, but you can
read them at
There are a lot of great firms out
there, and it is my hope this will
help separate the wheat from the
Missy is the Co-Founder of Affiliate
Summit, Co-Editor-in-Chief of
FeedFront Magazine and manages
By Missy Ward
Missy Ward
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 is the owner of Sunshine Rewards, Helping Moms Connect, and
other niche sites.
Tricia Meyer
10 | January 2011 | FEEDFRONT MAGAZINE
By Don Batsford, Jr
Why are my great performing ads on Google
underachieving on Facebook?
Search Marketers will commonly list distribution
partners they feel online advertisers should be
spending money with. This typically includes
Google, Yahoo, Bing and Facebook listed
in a neat little row.
Grouping these together can
spell disaster if you don’t have a
completely different strategy for
search engines and social media.
Google Inventory –
Users are actively seeking new
information on any topic.
When building a search strategy,
marketers focus on keywords that
are typed into an empty field with a
search button next to it. There are
no rules with search queries; anything
goes. Google does not suggest (at
least not yet) that maybe you should be
looking for a new car, finding a deal on
a cashmere sweater or ordering a copy
of the New York Times new bestseller. A
user goes to an empty search box when
they need new information and do not know
the URL of a webpage that can help them with
their question.
Facebook Inventory – Users are passively
sharing predefined interests.
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
Facebook to engage users within a community. There is
no section that asks for future predictions on hobbies,
dreams or business goals they would like to hit. In
addition, these fields are mostly filled in when a user
first joins. Each day that passes a social profile gets less
relevant. An untouched profile can drift from an accurate
depiction of an individual towards a time capsule of
interests from 2006.
Google Strategy – Trust in the power of
the confessional box.
With Google, users type in exactly what they
want to see at that moment. Advertisers should
continue to focus on targeted sets of keywords
within each ad group paired with highly
relevant ad copy. The advertiser can utilize
unsocial keywords knowing that the search
is between the user and the search engine.
Algorithms don’t judge and keywords are an
honest view into what someone is searching
for in real time.
Facebook Strategy – Build
off interests that are ongoing, niche or
commonly updated.
Some aspects of a Facebook profile will
be constantly updated and should shape
your strategy for buying social advertising.
For example, relationship status will be
updated; while location, gender, birth
day and sexual orientation are ongoing.
Therefore an advertiser in the dating space
can trust that a campaign targeting 27 year
old, single, straight, women in New York City
will accurately reach their target audience. To
improve click through rate, advertisers should
make sure to use profile points in the photo
& ad copy to convey why a Facebook user
should engage with an advertisement.
Don Batsford, Jr is a Partner with, a Boston
based search engine marketing firm.
FEEDFRONT MAGAZINE | January 2011 | 11
up then overwrite your affiliate cookie? Does a live chat
function exist on the site, and is the telephone number
for contact prominently displayed and encouraged for
use? Do you receive credit for orders placed with chat
assistance or by phone? Knowing the answers to these
questions will require that you contact the advertiser
directly, which leads to the next point.
Can You Locate a Direct Point of
Contact for the Affiliate Program?
Either on the site itself, a
dedicated affiliate support
page, or on affiliate forums
– are you able to find a
name, email address and
telephone number for the
Affiliate Manager? If you
have found questionable
issues about the program
or the merchant, this is
also your opportunity to
inquire further. If all you
hear are crickets, this could
be a warning sign that for
questions or issues, you
will be on your own, with
possible wasted effort spent
promoting products, and no
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
existing issues with the merchant, a test purchase doesn’t
run smoothly, and no one answers your emails, start to
Google the competition instead.
Kim Salvino is Senior Account Manager & Affiliate
Evangelist for the US arm of
ith statements of the highest payouts,
larger than life conversion rates, and
other claims to fame; it can be difficult
as an affiliate, to find merchants that are
the real deal. Here’s hoping the following
list of tips will help you in your quest to
embark upon a long term relationship with your next
new merchant.
There is No Escaping Permanent
Web Ink.
If you’ve found a merchant, and
you’re considering adding their
products to an existing site or
dedicating your next niche site
to them, be sure to do a bit of
research. If other affiliates have
experienced payment issues,
communication problems, a high
reversal rate or other anomalies, a
good old-fashioned Google search
should reveal these issues. Beyond
searching for the merchant’s name,
be sure to type in Merchant Name
+ Affiliate, Merchant Name + Scam
and Merchant Name + Fraud.
A large amount of complaints
for the merchant, either from
other affiliates or directly from
consumers, is a red flag.
Make a Test Purchase on the
Merchant Site.
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
discount for joining their newsletter, and does signing
How to Spot
a Good
If all you hear are
crickets, this could
be a warning sign
that for questions or
issues, you will be
on your own...
12 | January 2011 | FEEDFRONT MAGAZINE
Your website alone will only be
displayed a maximum of two
times for a given search. Your
Facebook Page, Twitter and
LinkedIn profiles and YouTube
Channel can get ranked for your
brand and target keywords.
9. Social Media Can Be a Great
Way to Build Links
Social media profiles/pages give
us a great opportunity for link
bait. People love to link to things
about themselves. Post items
such as the top ten experts in
your field for reciprocal links.
10. Harness the Power of
Create Facebook groups,
Facebook ‘Fan’ pages, LinkedIn
groups and Ning sites to build
social importance and create
your own community.
Jay Berkowitz is the Founder of and
Your website alone will only be
di l d i f t
The growth of social media sites
Facebook, YouTube, Twitter and
LinkedIn has created an exciting
intersection between social media
and search marketing.
Here are five social marketing
opportunities to improve your
search performance, and five ways
search can impact your social media
1. Opportunities Arise from
Instant Search gives us the
opportunity to find information
in real time. We no longer have
to wait for search engine spiders
to crawl webpages in order to
find instant information. Monitor
tweets to find people looking for
your products or services.
2. Google Has an Algorithm
for Showing Real Time
Google is now instantly ranking
tweets. There is an algorithm
for getting tweets listed which
includes the number of followers
and ReTweets you have.
3. Facebook “Fan” Pages Get
Indexed in Google
If your business does not
yet have a ‘Fan’ page in
Facebook, you are missing out
on an opportunity to build a
community among 500 million
users. Facebook pages have
become extremely powerful
marketing tools for several
reasons. First and foremost,
Facebook pages index in Google
and the other search engines.
4. Crowd Sourcing Is A
Powerful Way To Find
Social media gives us the ability
to bypass searching through
websites to find information
from our trusted social media
5. The Power of Subscriptions
Having a strong presence in as
many social media platforms as
possible will increase the reach
of your offers exponentially.
The more friends you have on
Facebook, links on LinkedIn,
and subscribers on YouTube, the
more advocates you have for
your products and services.
6. YouTube Is The #2 Search
Engine In The World! is currently the
#2 most used search engine,
second only to Google and ahead
of Yahoo and BING. Optimize
your videos by adding keywords
and building a popular YouTube
7. Social Media Profiles Can Be
Optimized For Search
Setting up various social media
profiles is only the first step. In
order to be picked up in search,
you need to optimize them.
To do this, take full advantage
of all the space on which they
will allow you to add content
and add keywords to your
8. Social Media Can Help You
Own More Real Estate in
Search Engine Result Pages
FEEDFRONT MAGAZINE | January 2011 | 13
As an Outsourced Program Manager, I find myself in
the middle of the debate between coupon affiliates
and merchants quite often. There have been reports
of merchants reducing commission rates for coupon
affiliates, not allowing them into their program altogether
and even completely eliminating their affiliate program
due to their frustration with coupon affiliates.
There must be a way for coupon affiliates and merchants
to get along and work together to help each other
generate more revenue. Kicking affiliates out or
lowering their commissions can’t be the solution, can it?
One argument I have heard repeatedly against coupon
affiliates is that they are taking sales away from
merchants they would have already received. During
a recession people are looking for ways to save any
way that they can. Who is to say the merchant would
automatically receive that sale?
One could argue that the coupon affiliate helped close
the sale because they provided a discount to the
consumer. The merchant had to pay a commission on the
sale, but they may have received a customer for life in
Another popular argument is that coupon affiliates are
outranking the merchants on their branded keywords.
Several coupon affiliates have very large sites with
a lot of loyal followers. These sites will occasionally
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
commission on a sale he may have ended up getting, but
is that a bad thing?
The risk for the merchant in this scenario is that the
consumer will always go to the coupon website first. If
the merchant does not have a coupon on the affiliate
site, the consumer will likely be directed to a competitor.
Merchants can effectively use coupon affiliates to their
advantage by boxing out their competitors on their
branded terms in paid and natural search.
Wouldn’t merchants rather pay an affiliate commission to
gain a lifelong customer, rather than have that customer
go to their competition?
Affiliates and merchants can effectively work together
to make sure their branded keywords are protected and
all searches will result in the consumer ending up at the
merchant’s website. In addition to protecting branded
keywords, coupon affiliates are also very beneficial
in gaining traction on non-branded keywords, which
will help pull consumers away from the merchant’s
Ultimately I believe coupon affiliates and merchants
can create a mutually beneficial partnership. While
merchants may have to pay commissions they would
not have to pay if coupon affiliates didn’t exist, this
commission is minimal when you consider the affiliate
just helped them achieve a lifelong customer. In my
experience, by eliminating coupon affiliates, merchants
are simply pushing potential consumers to their
Travis is the Affiliate Manager for affiliateCREW, an
outsourced affiliate program management company.
14 | January 2011 | FEEDFRONT MAGAZINE
“It’s not the size nIȱthcȱdngȱinȱthcȱęghtǰȱ
it’s the size of the ꐑ in the dog.

Practicing high standards in the industry
for ten years and counting
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.
But, do affiliates really know how to negotiate, when to
negotiate and what to negotiate with? There are certain
factors which have an impact on your negotiations.
To begin with, make sure that what you are negotiating
for is realistic. If something is totally unrealistic,
whomever you are negotiating with won’t even take it
seriously and you’ll lose their interest from the start. If
you are asking for a 30% off coupon on a product that
has a 25% profit margin combined with your commission
of 15%, then it wouldn’t even be realistic for a merchant
to entertain that.
You need to understand the balance that merchants need
to find when calculating margins. Sometimes a lesser
commission can help you get a stronger coupon, which
in turn can generate more sales and make it worth the
lower commissions.
Motivation is another factor to consider. How can you
convince, or motivate the other person to give you what
you want? Finding a way to make them want to help
you out by convincing them it will help them out also is
the best motivator. Have the most information possible
when negotiating. Generally the person with the most
knowledge is the winner.
As an affiliate, know your competitors commissions
and how they promote the merchants products so you
can compare what you can do for them. Know what
questions to ask, like prior experiences, what they like or
dislike, etc.
Ironically, even with our Internet world, the best way to
negotiate is through personal, face to face contact. That
is why the conventions and seminars are so important
for the people in our industry to attend.
Body language and actions can play a huge role in how
you proceed with an offer. For example, if someone
makes an offer to you, and you don’t like it, or are just
trying to counter the offer, flinching is a sure sign to the
other person that it’s not the offer you want. This in turn
gives you a moment of the upper hand since you’ve now
made the other person uncomfortable. Here is the best
time to get the concessions from them that you will be
comfortable with.
Above all, be confident. Don’t show fear or insecurity
while negotiating. Know when to walk away when you
must, sometimes the concessions are too great. Practice
negotiating at every opportunity you get. Build your
confidence, and don’t let a “no” inhibit you. Learn from
them instead and keep forging
Negotiating is a technique to
be mastered. Realize that you
don’t have to like negotiating,
but in life and in business, it is
Cindy is the Affiliate Director
for Greg Hoffman Consulting
and a former Affiliate Marketing
Ins and Outs of
Affiliate Negotiating
16 | January 2011 | FEEDFRONT MAGAZINE
ith IT industry analysts
at Forrester Research
predicting that multi-
channel e-commerce will
be the biggest growth area
in 2011, it’s only natural
that the performance
marketing community
is focused on figuring out a way to
seize this opportunity.
The definition of multi-channel is
still somewhat amorphous given
how many customer touch points it
encompasses online and in store.
Yet for most e-commerce providers,
it has come to represent more than
two channels of interaction with a
customer during the sales process.
For example, it can include a
customer purchase made in-store
based on an online deal or an online
purchase resulting in an in-store
pickup; or an in-store offer presented
at checkout for an online deal. There
are an almost unlimited number of
channels through which to reach
today’s consumers, especially when
you consider the rise in mobile
Yet properly crediting first touch
versus last touch continues to be a
heated debate. Since affiliates are
typically the last touch point in multi-
touch interactions and the industry
tends to measure the last click, the
benefits to publishers are clear.
With so many touch points, including
the word-of-mouth channel largely
driven by social media, giving credit
where credit is due is becoming
increasingly complex. Certainly there
are solid arguments to be made
by the first click ‘introducers,’ the
‘influencers’ who represent the
mid-cycle non-converting clicks
and the ‘closers’ who are behind
the converting clicks.
This issue is the driving force
behind’s creation of the
Online Marketing Attribution SIG
(special interest group), which was
established to define standards and
best practices for credit allocation.
Since being founded in 2009, the
SIG continues to attract a growing
community of advertisers and
retailers who are committed to
rethinking the current standard
which only credits the last click.
The most obvious challenge this
presents to the performance
marketing community is the
potential redistribution of credit
among introducers, influencers and
closers. However, this inevitable
market shift also presents an
opportunity for advertisers to
revisit their attribution model in
ways that will benefit all channels
including affiliate. This is why
performance marketing communities
should act now to:
• Get involved in the SIG so
that all voices are equally
represented as standards are
• Actively solicit feedback from
their networks to fairly represent
their views to the SIG.
• Align with advertisers and
marketers to better understand
each channel’s role in measuring
campaign ROI and its impact on
• Invest in technology to gain
greater visibility into all
customer touch points to avoid
credit discrepancies.
• Revisit current commission
standards and create more
flexible reward systems that
reflect industry best practices
and the affiliate’s involvement in
the sale.
Just as the number of customer
touch points continues to expand,
so will the market opportunities for
advertisers, publishers and networks
as new attribution standards
continue to evolve.
Scott Allan is Vice President of
Marketing at LinkShare.
The Hidden
Opportunities Behind
Attribution Standards
Invest in
technology to gain
greater visibility
into all customer
touch points
to avoid credit
FEEDFRONT MAGAZINE | January 2011 | 17
ocial media can be considered many things;
time-consuming, exciting, scary, necessary;
but definitely not stagnant. Each day brings
new developments in the world of social media,
as evidenced via the popular trends that are
emerging on the current landscape.
Where is social media today? It’s not important, because
it’ll look different tomorrow. That said, there are several
trends marketers (and consumers) need to be aware of
in order to maximize their time on Facebook, Twitter,
Foursquare, and countless other networks.
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
massive audiences should involve a much wider scope in
advertising campaigns.
Does that mean low budget ad campaigns will be a thing
of the past? No, but they will be sharing space with the
big budget campaigns.
I don’t expect there will be marketing campaigns that
do not involve social media in the near future. Social
media advertising will be incorporated into all marketing
campaigns. If the goal of your campaign is success, it’s a
no-brainer that social media plays an integral part in it.
Listen: There will be a new interactive component to
the advertising campaigns of the future. Due to amazing
developments in social media, “listening” tools will
provide the marketer with feedback on activity via social
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
Social Gaming: Social gaming is here to stay
as audiences spend more time gaming online, fusing
it with social media will lead to tremendous publicity
gains for the client that opts to employ such a strategy.
Additionally, social gaming is fun! Anything that can turn
a social media profile into something hot, happening,
and exciting will boost potential marketing success
potential dramatically.
Location, Location, Location: There will
also be a great deal of enhanced integration, sharing,
and connecting the offline with online. While this already
occurs, it will become more enhanced and pronounced
over time. This will allow for an expanded amount of
commerce via location based services and word of
Group Buying: Direct commerce sale will
integrate with group social media, making it one of the
most critical and innovative trends in the coming months
and years. It is less about selling product and more
about expanding reach and awareness.
Already, social media has expanded far beyond what
anyone thought possible. The concept may have been
purely social; connecting with friends and family in the
early days, but has now developed into a brilliant and
necessary internet marketing platform.
As online time increases and integration of daily life into
social platforms continues, the way marketers reach
audiences will experience a more dramatic shift than
ever before.
What are some trends you feel should be included in this
Ricky is the CEO of Affiliate Venture Group, a leading
performance based affiliate network.
By Ricky Ahuja
18 | January 2011 | FEEDFRONT MAGAZINE
practices. You’ll get noticed as
an expert in your field and will
be more likely to be tapped for
preferred payouts and special
5. Think long-term to reap long-
term rewards.
If you burn bridges to reap
immediate rewards, you may
sacrifice long-term gain. Get
on board with compliance if
you want to have continuous
revenues in the affiliate
Rachel has extensive internet adver-
tising experience and is Director of
Compliance for Adknowledge Affili-
ate Division.
Let’s face it, the Internet is no
longer the wild frontier it once was.
Increasing regulation and heightened
consumer awareness have forged
indelible changes to the online
As a result, compliance is not the
dirty (or worse, boring) word it
once was, but now more of a hip
catch-phrase among advertisers
and marketers who recognize it
as the key to ultimately gaining a
competitive advantage in changing
Here are five compelling reasons
why you can no longer afford to be
non-compliant if you’re an affiliate
1. Never-ending regulations.
Through recent enforcement
actions, the Federal Trade
Commission (FTC) has made it
abundantly clear it is committed
to protecting consumers from
the wiles of unscrupulous
online marketers. Their 2009
release of Guides Concerning
Endorsements and Testimonials
had “floggers” squarely in their
cross-hairs, and just this year
they expanded the reach of the
Telemarketing Sales Rule to
include the online marketing of
debt relief services. Even the
Department of Education, in a
sweeping overhaul of the Higher
Education Act of 1964, has
redefined the permissible limits
of education marketing in order
to improve program integrity.
With potential regulatory risks
at every turn, advertisers are
diverting their budgets to online
media sources where they have
greater control or that they trust
to be compliant.
2. Greater cooperation among
networks to police affiliates.
In a move that seems to defy
conventional wisdom, network
competitors are now cooperating
as allies, sharing intelligence
on non-compliant affiliates and
opting for more self-regulation
in an effort to clean up the pool
of players and hopefully avoid
further legislated regulation.
It is getting harder for bad
affiliates to hide.
3. Prime opportunities for
favored affiliates.
Networks often get opportunities
from advertisers to allocate
extra budget to special
promotions. In determining who
to recommend for these often
private campaigns, networks
draw from their best-performing
and most compliant affiliates. If
you haven’t already established
a stellar reputation with
networks, it’s not too late. Start
today to build your reputation
as an uber-compliant affiliate
and you could be a candidate for
the next exclusive campaign.
4. Act like the expert you are –
and attract expert benefits.
Despite the somewhat sullied
reputation affiliate marketing
has garnered over the years,
virtually no one disputes the fact
that affiliates are the cutting-
edge Internet marketing experts
who continue to blaze trails
of marketing innovation into
the virtual landscape. Conduct
yourself like the expert you are,
or aspire to be: study up on the
laws and regulations that affect
you and your industry; know
your business inside and out;
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
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
handful of sites daily, I understand
how difficult it can be to break
down conversion rates and
separate the methods that are
working from the ones that
aren’t. When you spend money on
advertising your website(s), there
are so many variables that come
into play that can get in the way of
your success.
Reviewing and improving upon
each of those variables is one
of the main reasons affiliate
marketing can be so tedious
Wondering if your purchase button
is in the right place on the site or
questioning whether you are using
the right color scheme shouldn’t be
what drives us so crazy everyday.
Don’t we have more important
things to worry about when we’re
managing multiple sites? What
about actually engaging with
customers to make the sales?
I recently installed an instant
messaging platform on my
websites that allow me (or an
employee of mine) to chat with
every single website visitor
automatically. The platform is
called SnapEngage, and it has
proven to be one of the best
investments I have ever made as a
marketer and website owner.
I know what you’re thinking,
“Nobody wants to be bothered
by some IM window when they’re
browsing a website.” I would
agree with you to a certain extent,
but because SnapEngage is so
extremely customizable, I urge you
to give it a try.
Since I installed SnapEngage on
several of my websites, I updated
a few things in order to optimize
conversion rates.
• I only advertise the websites
during my work hours where
I know I will be online to chat
with visitors.
• I make sure I am signed into
GTalk whenever I can be to
engage with visitors as often as
• I utilize SnapEngage’s “goto”
feature to direct website
visitors to the product/page
they’re looking for. This
function actually reloads the
visitor’s page for them.
These changes have not only
given me more freedom from the
headaches of running numbers
and assessing variables all day, but
it’s also yielded me an immense
increase in my conversion rates.
In November alone, with a smaller
advertising budget than the previous
month, I saw close to a 300%
increase in conversions and more
sales than I had seen with the larger
ad spend prior.
My findings just go to show that
people value human interaction
online. If I’m able to chat with
potential customers that will make
me money all day long, I am more
than happy to do it.
Since it personalizes my website and
builds trust with my customers, it’s a
strategy that I don’t mind spending
my time on every day.
Logan Lenz is the Founder of
Endagon. He also helps aspiring
entrepreneurs at www.loganlenz.
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.
Aside from the five tips listed above,
don’t make the mistake of not
getting what you want because you
simply don’t ask for it. So go ahead
and ask. If you get a no, thank them
for their time and keep in touch in
case they change their mind or their
program policy changes.
Good luck in your next attempt
in getting your wishes granted by
affiliate managers!
Mia Vallo manages the Network
Solutions® affiliate program
s an affiliate manager, I
get all kinds of requests
from affiliates. I’ve
fulfilled many requests
and said no to a few
others. To avoid that no,
here are five tips to get your wishes
granted by affiliate managers.
1. Find Out Who They
First, find the right person to talk
to. You’ll find the affiliate manager’s
email in the network account and
welcome email. You can also use
the network’s online contact form. If
this is your first attempt to contact
them, go through the contact form.
The manager will see that they have
a message when they log in to their
account and your message won’t
get lost among other emails in their
You can also search for them on
various social networking sites, such
as Twitter, LinkedIn and affiliate
2. Do Your Research
Get a background on their program
before you submit your request. If
you want to ask for vanity coupon
codes, search coupon sites to see
if that merchant has vanity coupon
codes. If you want to ask for an
exception to their current policy,
read their policies first so you can
intelligently position your request.
3. Emphasize the
Show them how your request will
be beneficial to their program.
The goal of affiliate managers is
to increase sales, so focus on the
numbers. You’ll get their attention
once you start talking about
increasing their sales or earnings
per click.
You can also show them that you
can save them some money. For
example, offer a premium paid
placement on your website for free,
if they are willing to fulfill your
4. Show Them That
You’re Worth It
Run a performance report to show
how much sales you’ve generated
for them. The affiliate manager
may already review your program
performance before your meeting,
but it’s better to be prepared. Plus,
you won’t make a good impression
if you don’t know your numbers.
If you’re new to that merchant’s
program, let them know what
you’ve done for their competitors.
Mention that you’ve grown your
referrals for them by 50% in the
past three months, for example.
You can also show your website
statistics, such as unique visitors.
FEEDFRONT MAGAZINE | January 2011 | 23
e all use social media networks to
engage people and get our brand out
there. I use Twitter more for sharing
interests, discussing sports, and for some
of my more geeky interests (like sci-
fi). Facebook is a mix of friends, family, and business
contacts. LinkedIn is all business.
You should use LinkedIn to increase your network reach,
get brand exposure for your business, and position
yourself as an expert in your field. When you do those
three things, then vendors, customers and possible
business partners will come to you.
Have a complete profile with a
professional picture.
Your history doesn’t need to read exactly like a
resume, but you should include the titles you’ve held,
the companies you’ve worked for or started, and a
keyword rich summary under them. Add industry related
keywords in your headline, as well.
You can include apps in your profile to keep it more
current with items such as the RSS feed of your blog.
LinkedIn also has a status bar and an optional Twitter
update. I use Tweetdeck to post all my social profiles,
and suggest posting industry related topics on LinkedIn.
Build your contact network.
When asking someone to connect with you, look to see
if you have a mutual contact (you’ll see it) and ask that
person to make an introduction for you. It always helps
to have a middleman break the ice for you. If not, then
send an invite to connect.
Don’t just send the generic “I’d like to add you to my
network” message that LinkedIn provides. Tell the person
why you’d like to connect. Do they have a business
you’re interested in? Are you in the same industry? Did
you meet previously at a networking event, or have you
worked with others at this person’s company? Make it
unique and take the time to show the person you’re
not just trying to increase your contacts for the sake of
contacts. You can also export your contact list into a
CRM tool.
Use LinkedIn Answers.
It works the same way as Yahoo! Answers. You can
search questions to answer or ask a question. This is
great for market research, searching for reviews of a
service or software you’re thinking of purchasing, and
niche research. Above all, LinkedIn Answers is great to
brand yourself, increase exposure, and establish yourself
as an expert.
Join and start groups.
There are groups and sub-groups for everything. I’m
a member of school, company specific, and industry
groups. Some are very selective and require approval.
By joining these groups, you are further increasing your
brand and exposing yourself to more professionals
I get requests every week for my consulting services, all
through word of mouth on LinkedIn for free.
I highly suggest reading “LinkedWorking” by Frank Agin
and Lewis Howes for some great ideas on using LinkedIn
in your professional life.
Mike Buechele is the Founder of Adalytical, a Digital
Performance Marketing and Consulting company.
24 | January 2011 | FEEDFRONT MAGAZINE
Stephanie Lichtenstein, Jen Goode, Mike Buechele, Trisha Lyn Fawver
Affiliate marketing forums also
offer advertising to affiliates that
a merchant wouldn’t otherwise be
able to reach. Forum software is
optimized for search engines, and
your ad can show up quickly, as well
as in RSS feeds to social networks
and blogs that you wouldn’t
normally have access too.
Online relationships built in forums
and other social networking can
then be expanded easily to offline
networking conferences like Affiliate
Summit, making the limited time
you get at conferences more
Deborah Carney is an OPM, as well
as administrator of
and the Affiliate Summit forum.
ffiliate marketing
forums are a great way
to communicate with
affiliates, yet many
affiliate managers,
merchants and OPMs
(Outsourced Program
Managers) ignore or fear them. The
basis of online forums and social
networks is to build relationships.
People go to forums of interest to
them to learn about a topic and
to meet other people interested in
the same topic. Affiliate marketing
forums are filled with people
interested specifically in affiliate
marketing. They want to talk about
it and find other people that do
what they do.
General affiliate marketing forums
are a good resource for recruiting
and communicating with affiliates,
because affiliates are able to speak
freely without the conversation
being controlled by the merchant or
Even negative feedback about a
merchant is a great opportunity for
an affiliate manager to come in and
address issues they may not have
realized were a problem, plus show
affiliates that they are not afraid of
constructive criticism.
Being a vocal participant on affiliate
forums helps establish an affiliate
manager as an authority in the
industry, as affiliates read what
managers have to say. Helping
affiliates by answering questions not
just related to the program(s) they
manage shows affiliates that they
care about the industry and helping
their affiliates succeed.
Managers that restrict posting on
forums to just information about
their own program are limiting their
reach and not taking advantage of
a wide range of affiliates that are
watching, reading, and ultimately
deciding who to work with.
Forums are the original social
media and should be a part of
a plan to use all methods of
communication with affiliates
instead of relying on specifically
social networking via sites like
Twitter, LinkedIn, and Facebook.
Social networking sites are great
places to offer communication and
support, but some affiliates also
prefer to be somewhat anonymous,
especially when they are first
getting to know a manager or want
to learn about a specific merchant.
They want to be able to ask
questions, discuss problems and
issues without managers and
merchants knowing who they are.
Some affiliates fear retribution if
they bring up problems or support
issues that have gone unanswered.
Forums are a great place for
managers to do “damage control”
by allowing issues to be discussed,
and then providing support and
solutions. Even if a manager
has an issue that isn’t able to be
totally resolved to some affiliate’s
satisfaction, how the situation is
handled can make affiliates decide
to work with a manager (or not).
FEEDFRONT MAGAZINE | January 2011 | 25
ne of the most popular promotional methods
for businesses lately has been pre-paid deals.
We’ve all seen them from places like Groupon,
LivingSocial, or DealEx, but are they a good
thing for merchants?
They are known by many names, such as “flash deals”,
“Groupons”, “group buying”, or simply “pre-paid
vouchers”. Names aside, they allow a merchant to offer
deals to consumers that are so good that
the consumer will pay for them. Generally,
they offer consumers a hefty discount
(40-60% off in many cases) in an effort to
acquire a new repeat customer.
There have been some horror stories from
businesses that trying these sorts of deals
had a negative effect on their business. A
recent study from Rice University found
that 32% of surveyed businesses that
offered a deal with Groupon found them
to be unprofitable, and 40% said they
would never do another one.
Statistics like this can make it a scary
proposition for many businesses.
Fortunately, with a little planning it
doesn’t have to be.
Many merchants wonder how they can
take advantage of this new revenue source, without the
risk to their business. There are some key questions
merchants should ask themselves when considering this
avenue to drive additional revenue:
Is your goal short- term revenue, or
long-term growth?
This may seem obvious, but it’s important. Offering
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
discount, it’s a great way to drive short-term revenue.
If a merchant doesn’t have the margins to support
the initial discount, they need to look at this loss as a
customer acquisition cost, and work to make these new
customer repeat customers.
Does your business lend itself to this
sort of promotion?
Just about any business can find a way
to structure this sort of deal to be good
for them. Services, high margin items, or
anything with a subscription attached tend
to be great fits due to the high lifetime
value of bringing in a customer. If you’re
not sure how a deal could work for your
business, the providers of these sorts of
services can talk you through ideas based
on their experiences.
Do you have a real
understanding of how
customers interact with your
Knowing things like average purchase
price, lifetime value of a typical customer,
and time based buying trends can really help. This sort
of data can help you to calculate the return you can
expect to see by offering a deal, and ensure that it is
going to be profitable for you.
There can be a delicate balance between creating a
deal that works for the merchant, but is still compelling
enough for the customer to actually buy. There are no
absolutes, but if a merchant asks themselves these
questions, creating a pre-paid deal can be a great way to
drive additional revenue.
John Vehlewald is the VP of Affiliate Products at Inuvo,
26 | January 2011 | FEEDFRONT MAGAZINE
The affiliate marketing industry has a number of parent/
child teams working together, such as Greg Rice and
Greg Rice Jr.; Andy Rodriguez and Andy Rodriguez Jr.;
and Deborah Carney and Liz Fogg-Ababon. In recent
years I have become more involved in working with my
father, Bill Swartwout, in what is now our company.
Bill started planting the seed for my love of working in
the Internet industry when I was a young teen, when he
first got on the Web. I’m currently working on instilling a
passion for technology with my three-year-old daughter,
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
to be using whenever she is nearby.
That said, I’m going to go out on a limb and say that it
is never too early to encourage an interest in affiliate
marketing. My three-year-old certainly doesn’t know how
to do what I do as President and Affiliate Manager. But
she does know that “Mommy works on the computer a
lot,” Mommy works with these things called “checks that
have cool pictures” on them, “Mommy types a lot,” and
that Mommy has fun with her work. She even loves to
wear Mommy’s company hats and ID badges from past
Affiliate Summits saying that she’s going to work with
Mommy one day.
Jill, affiliate manager of, is
president of the “parent” Beaches and Towns Network,
The affiliate
child teams
eg Ri
d Deb
rs I
FEEDFRONT MAGAZINE | January 2011 | 27
For any growing database
marketing business, international
communication is crucial for
sustained success, however, there
are several pitfalls to consider before
embarking on a global marketing
By researching individual country
legislation and preference,
organizations set themselves up
for successful ongoing international
communication in the future.
Paul Kemshell is co-founder of global
data owners and brokers www.wrm- (+44 (0)1924 229 200).
here are many intricacies
within international digital
marketing, which often
encourages marketing
companies to remain within
the safety net of their own national
However, these are exciting times
for international email marketing
as a cost-effective way of
communicating with consumers.
Companies such as StrongMail,
CheetahMail and Datran Media
are all US email vendors that
have expanded globally, so going
global makes sense for the email
marketing specialists targeting their
But where do you start if you have
yet to dip your toe into international
Communicating internationally
involves much more than simply
gaining access to email addresses
abroad, as so many companies fail
to recognize.
As the number of different, targeted
demographics you need to tailor
towards suddenly soars, the time
zones you work in clash and the
behavioral and cultural expectations
of your consumers differ, it’s easy
to see why some companies fall into
the trap of sending international
campaigns using the same
strategies as their own national
However, international expansion
will be detrimental to the survival of
data owners and direct marketers,
which means a consideration of the
different nuances across geographic
location is vital.
The first difficulty in international
email marketing is the difference
in time zones. This can make a
huge difference to the success of
campaigns, as emails received at
the start of the day are proved to
benefit from a much better open and
click rate. Not only this, but consider
the difficulties encountered by
seasonal campaigns when you send
out an international email about
bikinis – it might be summer in the
US, but with winter in Australia,
your campaign suddenly loses all
Another, more dangerous, issue
is legislation. Many countries vary
in their laws on email marketing,
and an awareness of these
differences is vital in maintaining
good international relations. Laws
on privacy regulations and use of
personal details vary significantly
depending on the country, and you
could find yourself on the wrong side
of the law if you don’t take the time
to investigate these differences.
Collecting data in countries that are
yet to take full advantage of email
marketing will enable you to build
brand awareness in a developing
industry. Sooner rather than later is
the adage here.
Avoiding the
Pitfalls of International
FEEDFRONT MAGAZINE | January 2011 | 29
o you remember the days when an animated
banner was all the rage? The affiliate
marketing industry has come a long way from
that. Affiliates are no longer confined to the
online arena.
One way affiliates are blurring the online/offline realms
is by partnering with sites that distribute local deals,
featuring brick-and-mortar businesses. The inventory on
a daily deals site changes daily, making it natural fodder
for bloggers who are constantly looking for
fresh content to share with their readers.
Affiliates also seek to partner with sites
like Groupon and LivingSocial because
of the regional relevance local deals can
provide to any website. “While a website
has a national based audience, readers are
still finding content that works for them in
their little area of the world. Instantly, it
makes that website even more applicable
for them,” explains Jenny Martin of
To help affiliates display geo-targeted deal
content on their sites, Groupon created
a dynamic widget tool that automatically
features the deal most relevant to the
reader based on their geographic location.
Affiliates can customize this tool to either feature deals
from a specific locale, or to display deals based on the
reader’s location.
W ith this widget in place, the affiliate extends their
relevance offline and becomes a resource for deals in
their visitor’s neighborhood. And, if our widget doesn’t
meet the affiliate’s requirement, then they’re welcome to
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
affiliate manager with Legacy Learning, a company that
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
reaping the rewards,” says McWilliams.
The concept of pay-per-call is pretty simple. However,
the methods by which affiliates are finding their
consumers are revolutionary, at least for this particular
Affiliates are taking out ads in local newspapers, securing
listings in local business directories, even going after
spots in Google Places, so when a consumer completes
a local search; the affiliate’s pay-per-call
number appears in results.
All these advertising methods existed pre-
Internet, but now they’re being leveraged
by traditionally online affiliates. Pay-per-call
also enables affiliates to tap into the mobile
market. These affiliates have run mobile
contests, built cell phone apps and created
various click-to-call campaigns. “For us,
mobile affiliates are becoming a bigger part
of the program and we make customers out
of people who simply will not buy online,”
McWilliams explains.
Mobile is undoubtedly the next step in the
evolution of affiliate marketing. It will
completely remove the computer from the
affiliate marketing equation, and has the
potential to secure incremental sales for the affiliate
marketing channel.
By harnessing cell phones, the affiliate has near constant
access to the potential consumer and can take advantage
of all downtime, from commute to commode. Groupon
expects to track affiliate-referred mobile transactions by
the first quarter of 2011.
Carolyn is the director of affiliate marketing for
30 | January 2011 | FEEDFRONT MAGAZINE
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“ (
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.
By Shawn Collins
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
differently, but let’s
assume for a moment
that we’re all in business
to make money.
Are you familiar with the famous
Gordon Gekko “greed is good”
speech in the original Wall
Street? Well, that’s why you should
get off the sidelines and start
running pay-per-call campaigns.
(You might need to stand up and
do your best slicked-back Michael
Douglas when reading the next
The point is, ladies and gentlemen,
that Call Performance Marketing is
good. Call Performance Marketing
is right. Call Performance Marketing
works. Call Performance Marketing
clarifies, cuts through and captures
the essence of performance
marketing. Call Performance
Marketing in all its forms. Call
Performance Marketing for online.
Call Performance Marketing for
offline. Call Performance Marketing
for mobile. Call Performance
Marketing has marked the upward
surge of performance marketing.
And Call Performance Marketing –
you mark my words – will not only
save your business but the entire
industry of performance marketing.
Okay, joking aside, Call Performance
Marketing is working for advertisers
and publishers, and it’s easy to get
started. Pay-Per-Call campaigns are
generating millions for advertisers
and paying out millions in
commissions to publishers.
Nearly all of the leading affiliate
networks now offer pay-per-
call, including CJ, LinkShare,
ShareASale, and the Google Affiliate
Network. Over 25,000 publishers
have signed up for pay-per-call so
far this year.
Top publishers are earning over
$75K/month promoting pay-per-call
campaigns. Calls are converting 10x
better than clicks. Click-through
rates improve 5-30% when phone
numbers are included in the ads.
Advertisers are earning 1.5 to 2x
as much for converting calls as
they do for online transactions.
When it comes to most things, I
wouldn’t describe myself as an
early adopter. So, I get it. Call
Performance Marketing is new.
You’re not yet sure how it will
work for you, how to get started
or how to prioritize it against the
other things you are working on.
Maybe validation from the people
you trust – some of the leaders in
performance marketing – will help
move you along:
“Not all sales convert
online. That’s why we
prefer using a solution
where we can track
calls and clicks for our
Don Batsford, Jr.,
Partner with 31 Media

“After weeks of precise
monitoring, I must admit
that I’ve been convinced:
there is a very bright
future for pay-per-call
affiliate programs. If you
aren’t using PPCall yet,
I certainly recommend
giving it a shot”
Geno Prussakov,
AM Navigator
“ Call Performance
Marketing has been such a
huge success. After adding
pay-per-call to our affiliate
program, I can’t imagine
going back to a world
where all we measured
was clicks and online
Travis Hopkins,
Progrexion Marketing
“Pay-per-call is poised to be
the next big thing. Lots of
opportunities for affiliates
– get off the sidelines
Shawn Collins,
Affiliate Summit
Well, ladies and gentlemen, we’re
not here to indulge in fantasy but
in a performance marketing and
economic reality. Opportunity is
calling. Get off the sidelines already!
Just ask your network partners how
to get started. It’s easy.
Robert Duva is the co-founder
and CMO of RingRevenue - www.
32 | January 2011 | FEEDFRONT MAGAZINE
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Affliate Summit West | 2011 AGENDA
Saturday, January 8
Early Registration
Location: Registration Area
Time: 4:00pm – 8:00pm
Come by Saturday evening to pick up your badge and
attendee bag so you can enter immediately at noon on
Sunday when the show opens!
Sunday, January 9
Booth Setup
Location: Lafite Ballroom 4-9
Exhibitor Move In: 8:00am – 6:00pm
Location: Registration Area
Time: 8:00am – 6:00pm
First Timers Guide for Affiliate Summit
Location: Margaux 1
Time: 10:00am-10:45am
Advice for people attending the Affiliate Summit
conference for the first time.
Shawn Collins, Co-founder, Affiliate Summit (Twitter @
(This Session is Open to all Pass Holders)
Affiliate Improv!
Session 1a
Location: Margaux 1
Time: 11:00am-12:00pm
Five industry veterans brainstorm marketing ideas for
fictional items/services with audience participation. Idea
to actionable solutions in one fun, lively hour. Come get
your creative juices flowing!
Experience level: Beginner
Target audience: Affiliates/Publishers
Niche/vertical: Affiliate
Daniel M. Clark, Podcaster, Performance Marketer, QAQN
(Twitter @QAQN) (Moderator)
Andrew Bennett, Blogger/Photographer, BenSpark
(Twitter @BenSpark)
Mike Buechele, Captain, Adalytical (Twitter @
34 | January 2011 | FEEDFRONT MAGAZINE
Jen Goode, Doodler in Charge, JGoode Designs (Twitter
Wade Tonkin, Affiliate Manager, Football Fanatics (Twitter
(This Session is Open to Gold, Platinum, and Diamond
Pass Holders Only)
A Beginner’s Course on Blog Monetization
Monetize Summit
Session 1b
Location: Margaux 2
Time: 11:00am-1:00pm
This 2-hour session is designed with the novice in
mind and will provide the fundamental knowledge
needed to implement affiliate marketing into your blog
monetization plan while keeping your audience happy.
You will learn how to select and apply to programs;
implement best practices while continuing to create your
compelling content and incorporate tools designed to
entice prospective customers and drive traffic to your
Experience level: Beginner
Target audience: Affiliates/Publishers
Niche/vertical: Blogging
Jeremy Schoemaker, President, ShoeMoney Capital
(Twitter @shoemoney)
(This Session Open to Monetize Summit Badge Holders
Creating a Successful Mastermind Group
Session 1c
Location: Mouton 1
Time: 11:00am-12:00pm
Mastermind groups can be an amazing help to building a
business – yet most groups fail. Randy will discuss WHY,
and how to form a successful group to help you succeed.
Experience level: Intermediate
Target audience: Affiliates/Publishers
Niche/vertical: Development
Randy Cassingham, Founder, Mastermind Source
(This Session is Open to Gold, Platinum, and Diamond
Pass Holders Only)
Identifying Scam Networks
Session 1d
Location: Mouton 2
Time: 11:00am-12:00pm
This panel will engage in a transparent discussion on
what it takes to trust an affiliate network with your traffic
or your campaigns.
Experience level: Advanced
Target audience: Affiliates/Publishers, Merchants/
Niche/vertical: Networks
Lucas Brown, Chief Executive Officer,
(Twitter @hasoffers)
Rebecca Madigan, Executive Director, Performance
Marketing Association (Twitter @pmassociation)
Hersh Sandhoo, CEO, (Twitter @
(This Session is Open to Gold, Platinum, and Diamond
Pass Holders Only)
Meet Market
Location: Lafite Ballroom 1-3
Time: 12:00pm – 6:00pm
Exhibitor Move In: 9:00am – 12:00pm
Affiliate Summit kicks off with an extended session
of structured, face to face networking. Merchants will
have tables set to meet with affiliates to discuss their
affiliate programs and cut deals. Vendors that cater to
affiliates and merchants will also have tables to share
information about their products and services. Each table
is a meeting spot for teaching, learning, closing deals,
creating partnerships and finding new opportunities.
Dominating Your Niche With Blogger Outreach
Session 2a
Location: Margaux 1
Time: 12:30pm-1:30pm
Learn the strategy that is transforming brand/product
promotion and how to effectively find, approach
& incentivize bloggers to get maximum exposure,
exponential sales growth & total niche domination.
Experience level: Intermediate
Target audience: Affiliates/Publishers, Merchants/
Advertisers, Networks
Niche/vertical: Bloggers
Chris Brogan, President, Human Business Works (Twitter
@chrisbrogan) (Moderator)
John Chow, CEO, TTZ Media, Inc. (Twitter @JohnChow)
Murray Newlands, Co-Founder, Influence People (Twitter
Greg Rollett, CMO, Cognitiv (Twitter @g_ro)
Eric Schechter, Social Media Manager, Carnival Cruise
Lines (Twitter @EricSchechter)
Jonathan Volk, CEO, Surge Marketing Inc. (Twitter @
(This Session is Open to Gold, Platinum, and Diamond
Pass Holders Only)
A Beginner’s Course on Blog Monetization
Monetize Summit
Session 2b
Location: Margaux 2
Time: 11:00am-1:00pm
This 2-hour session is designed with the novice in
mind and will provide the fundamental knowledge
needed to implement affiliate marketing into your blog
monetization plan while keeping your audience happy.
You will learn how to select and apply to programs;
implement best practices while continuing to create your
compelling content and incorporate tools designed to
entice prospective customers and drive traffic to your
Experience level: Beginner
Target audience: Affiliates/Publishers
Affliate Summit West | 2011 AGENDA
FEEDFRONT MAGAZINE | January 2011 | 35
Niche/vertical: Blogging
Jeremy Schoemaker, President, ShoeMoney Capital
(Twitter @shoemoney)
(This Session Open to Monetize Summit Badge Holders
Web Redesign by the Numbers
Session 2c
Location: Mouton 1
Time: 12:30pm-1:30pm
Using web analytics and online marketing best practices
to redesign your website for optimal conversions and
Experience level: Beginner, Intermediate, Advanced
Target audience: Affiliates/Publishers, Merchants/
Niche/vertical: Analytics
Sharon Mostyn, Assistant Vice President, eCommerce,
1st Mariner Bank (Twitter @sharonmostyn)
(This Session is Open to Gold, Platinum, and Diamond
Pass Holders Only)
Email Marketing and the Brand
Session 2d
Location: Mouton 2
Time: 12:30pm-1:30pm
Email marketing has been successful year after year due
to its results and scalability. In this session affiliates will
learn agency tips on how to target, segment, control and
test brand offers.
Experience level: Intermediate
Target audience: Affiliates/Publishers
Niche/vertical: Email Marketing
Megan Conahan, VP of Advertising Sales, Direct Agents
(This Session is Open to Gold, Platinum, and Diamond
Pass Holders Only)
Making Money With Affiliate Programs for
Session 3a
Location: Margaux 1
Time: 2:00pm-3:00pm
Fast track to profitability by understanding the different
revenue models, industry players and tips for selecting
profitable topics, website builders, content creation,
avoiding mistakes and more.
Experience level: Beginner
Target audience: Affiliates/Publishers
Niche/vertical: Newbies
James Martell, President, Net Guides Publishing Inc.
(Twitter @JamesMartell)
(This Session is Open to Gold, Platinum, and Diamond
Pass Holders Only)
Monetizing Pop Culture Content
Monetize Summit
Session 3b
Location: Margaux 2
Time: 2:00pm-3:00pm
Discussion of the monetization of pop culture content
through monitoring trends, buying relevant domains,
creating sites quickly, and cultivating communities.
Experience level: Beginner
Target audience: Affiliates/Publishers
Niche/vertical: Affiliate
Lisa Picarille, Consultant, (Twitter @
LisaP) (Moderator)
James Keating, VP of Marketing & International,
ShopWiki Corp (Twitter @jameskeating)
Tricia Meyer, Owner, Sunshine Rewards (Twitter @
Kim Rowley, Founder, Key Internet Marketing, Inc.
(Twitter @kimarketing)
(This Session Open to Monetize Summit Badge Holders
Step Up Your Revenue With Lead-Gen Expertise
Session 3c
Location: Mouton 1
Time: 2:00pm-3:00pm
Why lead-generation is THE campaign style of choice for
long-term stability and baller status. We’ll cover rarely
utilized strategies for higher payouts, quicker payments,
and analyzing offers.
Experience level: Intermediate
Target audience: Affiliates/Publishers
Niche/vertical: Lead-gen
Boone Riddle, Network Manager, Underground Elephant
(Twitter @booneriddle)
(This Session is Open to Gold, Platinum, and Diamond
Pass Holders Only)
Banking On Infomercials – A MultiChannel Profit
Session 3d
Location: Mouton 2
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
hit products before your competitors; and interact with
networks to gain the edge.
Experience level: Intermediate
Target audience: Affiliates/Publishers, Networks
Niche/vertical: AsSeenOnTV
Frank Bianco, COO, Pear Lake Partners LLC
Curtis A. Clarke, CEO, (Twitter @
Andrew Latimer, CEO, Bluewater Media
Rus Sarnoff, President, Integrated Marketing (Twitter @
(This Session is Open to Gold, Platinum, and Diamond
Pass Holders Only)
Affliate Summit West | 2011 AGENDA
36 | January 2011 | FEEDFRONT MAGAZINE
Increasing conversions is a scientific process, and in this
session, we’re going to examine what works and, more
important, WHY it works. If you’re new to this kind of
thing, you’ll be blown away by the factors that influence
Experience level: Beginner
Target audience: Affiliates/Publishers
Niche/vertical: Conversions
Christopher Pearson, Overlord, (Twitter
(This Session Open to Monetize Summit Badge Holders
Mobile Marketing – The 97% Response Rate
Session 4c
Location: Mouton 1
Time: 3:30pm-4:30pm
50% of American’s will have smartphones by the end
of 2011. Learn how to capture highly qualified leads &
follow up using SMS text messages, iPhone & Android
apps, and local & toll free phone numbers.
Local Lead Generation – Heaven & Hell
Session 4a
Location: Margaux 1
Time: 3:30pm-4:30pm
Learn about how local lead generation works as well as
the positives & negatives to this often discussed “next
generation” of affiliate marketing.
Experience level: Beginner, Intermediate
Target audience: Affiliates/Publishers, Merchants/
Advertisers, Networks, Other
Niche/vertical: Local
Ad Hustler, Chief Hustler, Ad Hustler, LLC (Twitter @
Amanda Orson, Managing Partner, Lacuna Group LLC
(Twitter @phillian)
(This Session is Open to Gold, Platinum, and Diamond
Pass Holders Only)
Tips and Tricks to Increase Website Conversions
Monetize Summit
Session 4b
Location: Margaux 2
Time: 3:30pm-4:30pm
Affliate Summit West | 2011 AGENDA
FEEDFRONT MAGAZINE | January 2011 | 37
Experience level: Intermediate, Advanced
Target audience: Affiliates/Publishers, Merchants/
Niche/vertical: Lead Generation and Follow Up
Brian Williams, President, Main Street USA Marketers
(Twitter @brianwilliams) (Moderator)
Mike Koenigs, CEO & Co-Founder, Traffic Geyser (Twitter
(This Session is Open to Gold, Platinum, and Diamond
Pass Holders Only)
B2B Affiliate Marketing: New Technologies, New
Session 4d
Location: Mouton 2
Time: 3:30pm-4:30pm
Learn how new technology and better call tracking
capabilities could make the B2B space the next hot
opportunity for affiliates.
Experience level: Intermediate
Target audience: Affiliates/Publishers
Niche/vertical: B2B Affiliate Marketing
Brian Waldman, VP Marketing & Strategy, Merchant
(This Session is Open to Gold, Platinum, and Diamond
Pass Holders Only)
Enterprise SEO for Social Publishers
Session 5a
Location: Margaux 1
Time: 5:00pm-6:00pm
Do you rely on content to acquire users and drive
revenue? Learn how get more pages indexed, get
restricted content to rank, and use social to drive your
search rankings.
Experience level: Advanced
Target audience: Affiliates/Publishers, Merchants/
Niche/vertical: Social Publishing
CT Moore, Account Strategist, NVI (Twitter @
(This Session is Open to Gold, Platinum, and Diamond
Pass Holders Only)
Using Datafeeds to Monetize Sites
Monetize Summit
Session 5b
Location: Margaux 2
Time: 5:00pm-6:00pm
Discussion on using datafeeds to monetize sites.
Experience level: Beginner, Intermediate
Target audience: Affiliates/Publishers
Niche/vertical: Affiliate
Scott Jangro, President, MechMedia (Twitter @jangro)
Eric Nagel, President, Eric Nagel & Associates, Inc
(Twitter @esnagel)
Joe Sousa, Owner, Internet Marketing Associates (Twitter
(This Session Open to Monetize Summit Badge Holders
Facebook Open Graph – Beyond the Like Button
Session 5c
Location: Mouton 1
Time: 5:00pm-6:00pm
A clear and understandable way to garner traffic through
Facebook by developing marketing programs that allow
users to post specific activity to their wall.
Experience level: Beginner
Target audience: Affiliates/Publishers, Merchants/
Niche/vertical: Facebook
Kevin Keranen, Founder, Demand Key Media (Twitter @
Beaudon Spaulding, Founder, Blogger Syndication
(Twitter @beaudon)
(This Session is Open to Gold, Platinum, and Diamond
Pass Holders Only)
Make it Legal! Advantages of Legalizing Businesses
Session 5d
Location: Mouton 2
Time: 5:00pm-6:00pm
Philip Akalp will change the way small businesses think
about legalizing their business, as he scurries away
falsities of Incorporating and forming LLC’s, while sharing
many key advantages.
Experience level: Intermediate
Target audience: Affiliates/Publishers
Niche/vertical: Legalizing Business
Philip K. Akalp, CFO, (Twitter @Corpnet)
(This Session is Open to Gold, Platinum, and Diamond
Pass Holders Only)
Affiliate Summit Newcomer Program Meetup
Location: Mouton 2
Time: 6:30pm – 7:30pm
(Open to all attendees enrolled in the Affiliate Summit
Newcomer Program)
Monday, January 10
Continental Breakfast
Location: Lafite Ballroom 1-3
Time: 9:00am-10:00am
(Breakfast is Open to Platinum and Diamond Pass
Holders with Breakfast Tickets Only)
Coffee Service
Location: Meal Area
Time: 10:00am-12:30pm and 2:00pm-6:00pm
Affliate Summit West | 2011 AGENDA
38 | January 2011 | FEEDFRONT MAGAZINE
Location: Registration Area
Time: 7:30am – 5:00pm
Blogger Room
Location: La Tache
Time: 8:30am – 6:00pm
The Blogger’s Lounge is an area reserved for
credentialed bloggers/press to grab some desk space,
blog, interview, relax and network. Heather Smith will
be the BlogMistress of the Affiliate Summit Blogger’s
Lounge, where she’ll be acting as liaison between
Affiliate Summit and the press and bloggers attending
the show.
Heather Smith, Blogger, Beautiful British Columbia
(Twitter @heatherinbc)
Exhibit Hall
Location: Lafite Ballroom 4-9
Time: 10:00am – 5:00pm
(Exhibitors may set up beginning at 9:00am.)
Opening Remarks & Keynote
Location: Encore Theater
Time: 9:45am – 10:45am
Jim Kukral, CEO, The Attention! Formula (Twitter @
Drew Eric Whitman, International Advertising Consultant,
Author, Trainer. Author of, CA$HVERTISING (Twitter @
(This Session is Open to All Pass Holders)
The New SEO Toolset
Session 6a
Location: Margaux 1
Time: 11:30am-12:30pm
Fast paced – deep dive into tools for beginners through
advanced SEO practitioners.
Experience level: Intermediate, Advanced
Target audience: Affiliates/Publishers, Merchants/
Niche/vertical: SEO
Wil Reynolds, Founder, SEER Interactive (Twitter @
(This Session is Open to Platinum and Diamond Pass
Holders Only)
Inside the Minds of Affiliates
Session 6b
Location: Margaux 2
Time: 11:30am-12:30pm
CPS affiliates discuss datafeeds, coupons, communication
& incentives in a merchant’s affiliate program. Merchants
and networks will learn how to engage and motivate
Experience level: Intermediate
Target audience: Merchants/Advertisers
Niche/vertical: Affiliate Mentality
Greg Hoffman, President, Greg Hoffman Consulting
(Twitter @akagorilla) (Moderator)
Tricia Meyer, Owner, Sunshine Rewards (Twitter @
Eric Nagel, President, Eric Nagel & Associates, Inc
(Twitter @esnagel)
Kim Rowley, Founder, Key Internet Marketing, Inc.
(Twitter @kimarketing)
(This Session is Open to Platinum and Diamond Pass
Holders Only)
Affiliate Marketing in a Digital World
Session 6c
Location: Mouton 1
Time: 11:30am-12:30pm
Affiliate marketers face challenges making money on
lower priced items such as MP3’s and eBooks. We’ll
present best practices and some tips and tricks that
Experience level: Beginner, Intermediate
Target audience: Affiliates/Publishers
Niche/vertical: Digital
Brian Chapman, Manager, Affiliate Channel,
(This Session is Open to Platinum and Diamond Pass
Holders Only)
Social Media – A Marketing Bonanza
Session 6d
Location: Mouton 2
Time: 11:30am-12:30pm
Social media is becoming a mature industry and the
marketing opportunities are expanding daily. As the
social media providers mature, so do their policies and
restrictions. Successes through social media are there
waiting for you, provided one knows and observes the
rules of the road.
Experience level: Intermediate, Advanced
Target audience: Affiliates/Publishers, Merchants/
Advertisers, Networks
Niche/vertical: Social Media
Gary Kibel, Partner, Davis & Gilbert LLP (Twitter @
GaryKibel_law) (Moderator)
Sal Conca, Director of Affiliate Marketing, NETexponent
(Twitter @netexponent)
Wade Sisson, Director of Marketing, Schaaf-
PartnerCentric (Twitter @schaafpc)
(This Session is Open to Platinum and Diamond Pass
Holders Only)
Location: Meal Area
Time: 12:30pm-1:45pm
(Lunch is Open to Platinum and Diamond Pass Holders
With Lunch Tickets Only)
Affliate Summit West | 2011 AGENDA
FEEDFRONT MAGAZINE | January 2011 | 39
Holders Only)
Leverage Your Personal Brand for Affiliate Success
Session 7d
Location: Mouton 2
Time: 2:00pm-3:00pm
Many successful affiliate marketers transcend the brands
they represent and become a brand themselves. Learn
how they turned their face, personality and reputation
into affiliate success.
Experience level: Intermediate
Target audience: Affiliates/Publishers
Niche/vertical: Affiliate
Marty Fahncke, President, FawnKey & Associates (Twitter
@FawnKey) (Moderator)
Jim Kukral, CEO, The Attention! Formula (Twitter @
Geno Prussakov, Founder, AM Navigator, LLC (Twitter @
Barbara Rozgonyi, CEO, CoryWest Media, LLC (Twitter @
(This Session is Open to Platinum and Diamond Pass
Holders Only)
SEO – Ask the Pros
Session 8a
Location: Margaux 1
Time: 3:30pm-4:30pm
Get a full-spectrum view of cutting-edge thinking and
have your own opportunity to ask for SEO advice from
some of the most respected and trusted search engine
optimizers in the business.
Experience level: Beginner, Intermediate, Advanced
Target audience: Affiliates/Publishers, Other
Niche/vertical: Search Engine Optimization
Bruce Clay, President, Bruce Clay, Inc. (Twitter @
bruceclayinc) (Moderator)
Greg Boser, SVP of Search Services, BlueGlass
Interactive, Inc. (Twitter @GregBoser)
Todd Friesen, Director of SEO, Performics (Twitter @
Stephan Spencer, Co-author, The Art of SEO (Twitter @
(This Session is Open to Platinum and Diamond Pass
Holders Only)
Evolution of Affiliate Marketing
Session 8b
Location: Margaux 2
Time: 3:30pm-4:30pm
Through a series of case studies, explore how affiliate
marketing has grown from text links and banners to
geo-targeted mobile campaigns. Discover what market
factors drove this growth.
The Power of Nonverbal Website Intelligence
Session 7a
Location: Margaux 1
Time: 2:00pm-3:00pm
Your content is verbal communication, but did you know
that your site communicates in nonverbal ways, too?
Learn how to use these “under the radar” marketing
tactics to increase subscribers and sales.
Experience level: Intermediate
Target audience: Affiliates/Publishers
Niche/vertical: Persuasion
Derek Halpern, Chief Persuasion Officer,
(Twitter @DerekHalpern)
(This Session is Open to Platinum and Diamond Pass
Holders Only)
SEO Site Review/Clinic
Session 7b
Location: Margaux 2
Time: 2:00pm-3:00pm
Live Q&A, site audits and suggestions on how to help the
internal site structure, as well as ideas how to build a
better site for organic rankings.
Experience level: Intermediate
Target audience: Merchants/Advertisers
Niche/vertical: SEO
Rae Hoffman-Dolan, CEO, Outspoken Media (Twitter @
Michael Gray, President, Atlas Web (Twitter @graywolf)
Kenny Hyder, Founder, Hyder Media (Twitter @
Michael Streko, Co-Founder, KnowEm LLC (Twitter @
(This Session is Open to Platinum and Diamond Pass
Holders Only)
Profit From Trendspotting
Session 7c
Location: Mouton 1
Time: 2:00pm-3:00pm
Learn tricks for spotting the hottest trends in pop
culture, fashion, technology, art and more and learn how
being on the cutting edge of trends can translate into
more money for your affiliate sites.
Experience level: Intermediate
Target audience: Affiliates/Publishers
Niche/vertical: Social Media
Lisa Picarille, Consultant, (Twitter @
LisaP) (Moderator)
Scott Jangro, President, MechMedia (Twitter @jangro)
Stephanie Lichtenstein, President & Founder, Micro Media
Marketing (Twitter @MicroSteph)
Lisa Riolo, Co-Founder, Impact Radius (Twitter @lisariolo)
(This Session is Open to Platinum and Diamond Pass
Affliate Summit West | 2011 AGENDA
40 | January 2011 | FEEDFRONT MAGAZINE
Experience level: Beginner
Target audience: Affiliates/Publishers, Merchants/
Advertisers, Networks
Niche/vertical: Affiliate
Eric Collins, COO, Mobile Posse (Twitter @MobilePosse)
Rob Duva, CMO, RingRevenue (Twitter @RingRevenue)
Mark Silliman, CEO,
Carolyn Tang Kmet, Director of Affiliate Marketing, (Twitter @catango)
(This Session is Open to Platinum and Diamond Pass
Holders Only)
The Regulatory Landscape for Advertisers,
Affiliates, Networks
Session 8c
Location: Mouton 1
Time: 3:30pm-4:30pm
The FTC and state AGs are aggressively attacking
affiliate networks. Anyone in the chain-advertiser,
network, affiliate-could be liable. Learn how to avoid a
regulatory attack against you!
Experience level: Beginner, Intermediate
Target audience: Affiliates/Publishers, Merchants/
Advertisers, Networks
Niche/vertical: Legal
Brian Clark, CEO, Copyblogger Media (Twitter @
copyblogger) (Moderator)
Thomas Cohn, Of Counsel, Venable LLP
Dean Graybill, Assistant Regional Director, Western
Region – San Francisco, Federal Trade Commission
William Rothbard, Attorney, Law Offices of William I.
(This Session is Open to Platinum and Diamond Pass
Holders Only)
Mobile Affiliate Site Strategies
Session 8d
Location: Mouton 2
Time: 3:30pm-4:30pm
We’ve all heard that “mobile is the next big thing”, but
how do you make it actually work for you as an affiliate?
In this panel we will explore profitable mobile affiliate
site strategies, SEO techniques, paid ads and affiliate
offers to show you how to make a mobile web presence
that makes money.
Experience level: Intermediate, Advanced
Target audience: Affiliates/Publishers, Merchants/
Niche/vertical: Mobile
Dush Ramachandran, VP Sales & Business Development,
ClickBank (Twitter @DushR) (Moderator)
Scott Bain, Mobile Marketing Manager, Neverblue (Twitter
Michael Martin, Owner, Mobile Martin (Twitter @
Keith Posehn, President, Zorz LLC (Twitter @kzorz)
(This Session is Open to Platinum and Diamond Pass
Holders Only)
Ask the Experts
Location: Mouton 2
Time: 5:00 pm-6:00pm
(This Session is Open to All Pass Holders)
Ask the Experts will be an opportunity for merchants,
networks and affiliates to ask questions about various
specialties and issues.
Hand picked experts will handle topics in their specialty,
and conduct chats, answer questions and share opinions
during this networking and education session.
Buying Distressed Websites & Blogs for Cheap: Matt
Mickiewicz, Co-Founder, 99designs, SitePoint & Flippa
(Twitter @99designs)
Content Creation Strategies for Increased Conversions:
Facebook Games Are The Largest Affiliate Opportunity:
Alex Rampell, CEO, TrialPay, Inc., Rosalind Gardner,
Super Affiliate, Affiliate Blogger PRO (Twitter @
Great Social Networking Strategies for Affiliate
Marketing: Evan Weber, CEO, Experience Advertising
(Twitter @experienceads)
Measuring the Social Impact of Your Content: Julie
Greenhouse, SVP, Publisher Services and Business
Development, ShareThis (Twitter @jgreenhousenyc)
The Next Evolution In Affiliate Marketing
Sponsored Session
Location: Mouton 1
Time: 6:00pm-7:00pm
Finally out of a non-compete from his multi-million dollar
sale of AuctionAds, Jeremy Schoemaker is launching
his new game changing affiliate software. Come see the
launch and get an account for life.
Jeremy Schoemaker, President, ShoeMoney Capital
(Twitter @shoemoney)
(This Session is Open to all Pass Holders)
Tuesday, January 11
Continental Breakfast
Location: Lafite Ballroom 1-3
Time: 9:00am-10:00am
(Breakfast is Open to Platinum and Diamond Pass
Holders with Breakfast Tickets Only)
Coffee Service
Location: Meal Area
Time: 10:00am-12:30pm and 2:00pm-6:00pm
Location: Registration Area
Time: 8:00am – 3:00pm
Affliate Summit West | 2011 AGENDA
FEEDFRONT MAGAZINE | January 2011 | 41
Blogger Room
Location: La Tache
Time: 8:30am – 4:00pm
The Blogger’s Lounge is an area reserved for
credentialed bloggers/press to grab some desk space,
blog, interview, relax and network. Heather Smith will
be the BlogMistress of the Affiliate Summit Blogger’s
Lounge, where she’ll be acting as liaison between
Affiliate Summit and the press and bloggers attending
the show.
Heather Smith, Blogger, Beautiful British Columbia
(Twitter @heatherinbc)
Exhibit Hall
Location: Lafite Ballroom 4-9
Time: 10:00am – 4:00pm
(Exhibitors may set up beginning at 9:00am.)
Opening Remarks & Keynote
Location: Encore Theater
Time: 10:00am – 11:15am
Jim Kukral, CEO, The Attention! Formula (Twitter @
Brian Solis, Principal of FutureWorks, FutureWorks,
(Twitter @briansolis)
(This Session is Open to All Pass Holders)
Improving the Affiliate/Affiliate Manager
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 @
Jason Rubacky, Affiliate Development Manager,
ShareASale (Twitter @jasonrubacky)
Joe Sousa, Owner, Internet Marketing Associates (Twitter
Logan Thompson, Owner, Blink Source (Twitter @
(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
Affliate Summit West | 2011 AGENDA
42 | January 2011 | FEEDFRONT MAGAZINE
systems, where do you concentrate? Where are
your users ? What is the winning platform for mobile
Experience level: Advanced
Target audience: Affiliates/Publishers, Merchants/
Niche/vertical: Mobile Commerce
Navin Ganeshan, Chief Product Strategist, Network
Solutions (Moderator)
Munish Gandhi, CEO & Founder, Inc. (Twitter @
Barg Upender, CEO, Mobomo LLC (Twitter @
(This Session is Open to Platinum and Diamond Pass
Holders Only)
Uncovering Advanced Paid Search Strategies
Session 9c
Location: Mouton 1
Time: 11:30am-12:30pm
Gill will provide a checklist of qualities advertisers
should look for to bring PPC campaigns to the next
level, including traffic quality, targeting and tracking
capabilities, and customer service.
Experience level: Advanced
Target audience: Merchants/Advertisers
Niche/vertical: Search Advertising
Affliate Summit West | 2011 AGENDA
Gill Brown, VP, Advertising Networks, LookSmart
(This Session is Open to Platinum and Diamond Pass
Holders Only)
Google Analytics: Stop Wondering And Start
Session 9d
Location: Mouton 2
Time: 11:30am-12:30pm
If you use Google Analytics just to see how many people
are coming to your site, you’re leaving money on the
table. If your site has actionable items, you can extract
hugely profitable data from GA.
Experience level: Beginner
Target audience: Affiliates/Publishers, Merchants/
Advertisers, Networks
Niche/vertical: Analytics
Joshua Ziering, Owner, Full Speed SEO (Twitter @
(This Session is Open to Platinum and Diamond Pass
Holders Only)
Location: Meal Area
Time: 12:30pm-1:45pm
(Lunch is Open to Platinum and Diamond Pass Holders
With Lunch Tickets Only)
Why Affiliates Should Dominate Local Marketing
Session 10a
Location: Margaux 1
Time: 2:00pm-3:00pm
Local Marketing is projected to be a multi-billion dollar
niche. This session will show how innovative affiliates can
take advantage of opportunities in this niche in ways that
no other channel can.
Experience level: Intermediate, Advanced
Target audience: Affiliates/Publishers
Niche/vertical: Local
Angel Djambazov, OPM, Custom Tailored Marketing
(Twitter @djambazov)
(This Session is Open to Platinum and Diamond Pass
Holders Only)
FTC Prosecution of Affiliates for Advertising Claims
Session 10b
Location: Margaux 2
Time: 2:00pm-3:00pm
The FTC’s focus on prosecuting affiliate networks;
lessons from the FTC’s recent case against affiliates, FTC
v. Cantkier, et al.; and what this means for you.
Experience level: Intermediate
Target audience: Affiliates/Publishers
Niche/vertical: FTC
Amy Lloyd, Attorney, Ifrah PLLC
(This Session is Open to Platinum and Diamond Pass
Holders Only)
Social Media Business Etiquette – Do’s & Don’ts
Session 10c
Location: Mouton 1
Time: 2:00pm-3:00pm
In the dynamic field of social media, businesses are
quickly adapting. From big corporations to startups, this
session will get conversation flowing with ideas, best
practices, and past experiences.
Experience level: Intermediate, Advanced
Target audience: Other
Niche/vertical: Social Media
Nadia Aly, CEO, Digi Talk Labs (Twitter @DigiTalkVan)
Elliott Lemenager, Online Community Manager, Microsoft
(Twitter @elemenager)
Marcus Nelson, Director of Social Media,
(Twitter @marcusnelson)
Mike Whitmore, President, Fresh Consulting (Twitter @
(This Session is Open to Platinum and Diamond Pass
Holders Only)
New Developments in Automated Monetization
Session 10d
Location: Mouton 2
Time: 2:00pm-3:00pm
Novel technologies that facilitate sophisticated
monetization techniques with minimal skill or time
investment have recently risen to prominence. This panel
explores how the publisher can benefit.
Experience level: Beginner, Intermediate, Advanced
Target audience: Affiliates/Publishers
Niche/vertical: Content Monetization
Kristopher Jones, President & CEO, KBJ Interactive
(Twitter @krisjonescom) (Moderator)
Paul Edmondson, CEO, HubPages (Twitter @
James Everingham, CTO, Pixazza
(This Session is Open to Platinum and Diamond Pass
Holders Only)
Closing Keynote: Listen To This! Achieving Work/
Life Balance
Location: Mouton 1
Time: 3:30pm-4:30pm
In this lively talk, entrepreneur Dave Taylor will share
why it’s critical to balance your work with fun time and
your life. Change your return ticket if needed, just make
sure you attend this session!
Dave Taylor, Principal, (Twitter @
(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
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. is among the world’s
leading business and marketing online
FEEDFRONT MAGAZINE | January 2011 | 45
Speaker Bios
Philip Akalp
Philip K. Akalp is an Internet entrepreneur and an
attorney licensed in California (Bar No. 197982).
Through the various “Do-It-Yourself” and “Business-
Startup” services he has founded since 1997, he has
formed over 100,000 corporations and LLCs for small
business owners. His last company was acquired by
Intuit in 2005. Today, he and his wife, Nellie, operate where they help small business owners
incorporate, form an LLC, or file a DBA, in any state, and
in any county across the U.S. Mr. Akalp is experienced
with and enjoys discussing legal and business issues
concerning everything from business startup through
(hopefully) acquisition.
Nadia Aly
Nadia Aly is armed with a Masters of Digital Media. She
is a social media guru who is constantly thinking of news
ways to reach audiences, generate demand and create
buzz using social media tools. She jumped into social &
email marketing a few years ago and hasn’t looked back.
Currently she works with Microsoft.
Scott Bain
Scott Bain has been with Neverblue for over 3 years. He
started as Affiliate Manager before joining the Internal
Publishing team where he became their expert in the
social media and mobile space. In his current role as
the Mobile Marketing Manager, Scott works to create
mobile programs for a wide variety of advertisers while
generating thousands of qualified leads through the
evolving mobile market.
Drew Bennett
Drew Bennett is a Husband, Father, Blog Consultant,
Photographer, Traveler, Wired Kayaker and Transformers
Fan. He has taken a Photo-A-Day for 5 straight years.
He blogs about his photos and his life at BenSpark.
com. is a personal blog where Drew
builds community with his readers through conversation,
contests and compelling content. Drew also builds
community through his newsletters Behind The Lens
where he offers his photography tips and Personal
Branding Bootcamp. Drew is constantly looking for
opportunities to expand his brand. You’ll often find him
at industry conferences and tradeshows.
Frank Bianco
For 12 years Frank Bianco has been an internet
marketer, product developer, Infomercial producer, and
affiliate network manager. This entrepreneur applies
his experience helping business develop branding
and Internet Marketing strategies in his role as VP of
Business Development at PearLake Partners, LLC.
Jamie Birch
Jamie Birch is the owner and principal of JEBCommerce.
Almost ten years ago, he began as a Search Engine
Marketing professional at and has
extensive experience in all aspects of Internet Marketing.
Excelling at performance marketing initiatives with
several national, publicly traded retailers and online
service providers, Jamie’s work has expanded and
evolved. Today, it includes all facets of online marketing:
email projects, paid search campaigns, customer
retention programs, and much more. This wide range
of disciplines has enabled Jamie and JEBCommerce to
realize a great level of success for its clients.
Greg Boser
Greg is the SVP of Search Services for BlueGlass
Interactive, Inc. His daily responsibilities include
overseeing strategy development and execution for all
SEO, SEM and local search related client engagements.
Greg got his start in the Search Engine Optimization
industry before it even had a name. Over the years, he’s
had the opportunity to develop and execute winning
organic search strategies in some of the Web’s most
competitive spaces. He’s also worked with an incredibly
diverse list of companies that have ranged from mom &
pop operations, VC funded startups, Madison Avenue ad
agencies, Fortune 500’s and even a few search engines
along the way. Prior to joining BlueGlass by way of an
acquisition, Greg served as President/CEO of 3 Dog
Media, a boutique consultancy specializing in providing
search marketing, social media, reputation management
and WordPress development services utilizing
performance-based and joint venture pricing models.
Chris Brogan
Chris Brogan is president of Human Business Works,
an online education and community company for small
businesses and solo entrepreneurs. His first project
there, 501 Mission Place, helps nonprofits and charities
learn how to grow their capabilities. Chris is also
Entrepreneur in Residence at CrossTech Ventures, where
he’s working to develop New Marketing Labs and The
Pulse Network, among other projects. He is a New York
Times bestselling author and consults with Fortune 100
and 500 clients on issues of social software and business
Gill Brown
Gill Brown joined LookSmart in February of 2009 as
Vice President, Advertising Sales and Services. He
brings over 17 years of advertising sales and sales
management experience to LookSmart from radio, print,
and the online space, 9 of those years in paid search.
Gill currently leads LookSmart’s Sales and Managed
Services groups, directly responsible for LookSmart’s
revenue development and customer service. Prior to
joining LookSmart, Gill most recently served as the Vice
President of Sales, West for Tribal Fusion. From 2000
to 2007, Brown was a Director of Sales at,
Overture Services, and Yahoo!
46 | January 2011 | FEEDFRONT MAGAZINE
Speaker Bios (cont.)
Gill Brown (cont.)
Search Marketing where he evangelized the paid-search
advertising model, and built the company’s Northwest
Regional Search Sales operation. Before joining Goto.
com, Gill has held senior sales, and sales leadership
positions with, CMP Media, and three Northern
California Radio Stations.
Lucas Brown
As CEO and Co-Founder of HasOffers affiliate tracking
platform, Lucas Brown has vast experience in developing
affiliate network relationships as well as incredible
data to support his claims. With over 6,000 customers
and counting, HasOffers works with every level of
affiliate network, providing Lucas with a balanced and
enlightening perspective on identifying the best networks
to work with.
Mike Buechele
Mike is an 11 year veteran of online media, with
specialties in adserving and performance marketing.
He has worked with some of the biggest companies in
digital media, including DoubleClick and ADTECH. He is
a comic book geek and co-host of the Affiliate Marketing
Fanatics podcast. Mike is the Chief Performance Marketer
of Adalytical, a consulting and performance marketing
Randy Cassingham
Randy Cassingham, a successful online publisher since
1994, is known for his weird-news social-commentary
column “This is True” and his Stella Awards web site,
which was turned into a book by a major New York
publisher, as well as many other sites and projects.
But Randy has a secret to his ongoing success: his
Mastermind group. He’ll explain how his group has
helped him and, more importantly, the basics on creating
your own group to help you. Randy Cassingham has
been leading Mastermind groups for more than 14 years,
helping some of the biggest names online (including
Affiliate Summit co-founder Shawn Collins) define and
achieve their own success goals.
Brian Chapman
Brian Chapman owns Amazon’s Affiliate marketing
channel results (US), and the underlying technology
platform’s product roadmap (globally). Brian took
this role in July of 2010, leading the affiliate product
roadmap, business development, marketing and fraud
teams. He started at Amazon in 2008 as the business
manager for the display advertising channel–inventing
how display could drive results for Prior
to joining Amazon, Brian deployed a nine-figure online
media and promotions budget to drive customer
acquisition for AT&T Wireless–owning display, search,
SEO, and email as well as pricing and merchandising for Brian’s previous roles focused on SEO/
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
Washington (Brian is a Seattle lifer). Online marketing,
and three children keep him constantly in search of
larger doses of caffeine.
John Chow
John Chow, a damn fine person, friend of the community,
Ultimate Fighting Championship contestant, member of
the Save the Whales Foundation, the man who controls
the black market on baby seal pelts and member of the
“probably yo’ daddy” foundation.
Brian Clark
Brian Clark is a ten-year-veteran of Internet publishing
and marketing. Brian’s companies produce millions
of dollars in annual revenue thanks to a mix of online
educational content and direct response copywriting, and
his influential blog Copyblogger is read by over 67,000
people. Brian is also the co-founder of DIY Themes,
creator of the innovative Thesis Theme for WordPress;
the Teaching Sells interactive training program; and the
creativity blog Lateral Action.
Daniel M. Clark
Daniel M. Clark has been a resident of the internet since
1992. He either is or has been: a t-shirt designer, an art
reviewer, a system administrator, a video game designer
and programmer, a blogger, an affliate marketer, a
podcaster, a space cowboy, and a gangster of love. He
has, in fact, gotten his lovin’ on the run. Mostly what
Daniel is right now is a work-at-home dad, raising
two kids, ages 5 and 2 with his wife, Angela. Daniel’s
podcasting initiative is QAQN (, home
to several quality audio and video productions including
Geek Dads Weekly and Inside Internet Marketing.
Curtis A. Clarke
Curtis A. Clarke, President of Catalog Solutions, Inc. and
AsSeenOnPC Network has over twenty years of sales and
product marketing experience. Specializing in mail order
catalogs and online DRTV products Curtis’s portfolio
includes multimillion dollar products such as the Suzanne
Somer’s Thigh Master, the Little Giant Ladder, TaeBo, Ab
Roller and Miracle Foot Repair. As one of the most trusted
companies in the industry Catalog Solutions continues to
be a industry leader in product placement. The founder
of AsSeenOnPC, Mr. Clarke specializes in online product
marketing and has grown AsSeenOnPC into one of the
industries premier DRTV Affiliate networks with past
successes including Snuggies, Swivel Sweeper, Perfect
Brownie and P90X. Curtis Clarke continues to be active
in the sales industry speaking and/or consulting for
the Direct Marketing Association, Electronic Retailing
Association, Inpex, the International Housewares Show,
the Health and Beauty Expo, AdTech, Search Engine
Strategy Show and many others. Curtis travels world
wide sourcing new products and currently lives in
Fairfield Connecticut with his wife and two children.
FEEDFRONT MAGAZINE | January 2011 | 47
Speaker Bios (cont.)
Bruce Clay
Bruce Clay is a professional search engine optimization
international consultant, speaker and instructor. He
was interviewed by Wired magazine in its 2004 feature
“The Complete Guide to Googlemania!” and cited by
USA Today in its article “Gunning for search engines”
from August 20, 2003. He was selected as the search
engine optimization expert by NHK World TV in their
1-hour award winning special “Google’s Deep Impact”,
translated and distributed internationally. His website
is referenced to by NARA – ALIC – User’s Guide to the
Internet at The National Archives as resource for “Web
Site Promotion Tactics and Tools”. Clay is the CEO of the
search engine marketing firm Bruce Clay, Inc. which he
founded in 1996. He is active with industry organizations
such as: SEMPO as a 2009 seated Board of Directors
member, IMC USA, Web Analytics Association, American
Marketing Association, IIMA – International Internet
Marketing Association and the California Chamber of
Thomas A. Cohn
Tom Cohn, of counsel to Venable LLP, advises clients on
all aspects of compliance with FTC and state consumer
regulations and industry self-regulation programs,
and he represents clients during investigations and
enforcement actions. His clients include a wide variety
of online and offline advertisers and marketers, and his
practice covers all federal and state consumer protection
and privacy laws and regulations. Mr. Cohn draws on
experience gained during his 17-year tenure at the FTC,
where he was Regional Director and Assistant Regional
Director for the Northeast Region, legal advisor to the
Director of the Bureau of Consumer Protection, and a
litigator in the Division of Marketing Practices. As FTC
Northeast Regional Director, Mr. Cohn supervised all
professional and support staff and led multi-agency
enforcement efforts against various anticompetitive,
unfair and/or deceptive practices. Mr. Cohn is a graduate
of Yale College and Boston University School of Law.
Eric Collins
Eric Collins is COO of Mobile Posse (MP), a solutions
company whose product powers CRM messaging for
Tier 1 US carriers and promotional messaging for Tier 1
advertisers. MP is the exclusive idle publisher for VZW,
MetroPCS and Cricket. Eric joined the company in 2010
and is chiefly focused on revenue growth (organic/
inorganic). Prior to MP, Eric was GM of Tegic at AOL and
later at Nuance after Tegic’s acquisition in 2007. Eric also
headed marketing for Nuance’s Mobile Division. Following
law school, Eric worked as a strategy consultant for
technology and entertainment companies before moving
to mobile.
Shawn Collins
Shawn Collins has been an affiliate marketer since
1997 with a number of active affiliate projects, and a
decade of affiliate management under his belt. He is
a Co-founder of Affiliate Summit, the leading global
conference and tradeshow for the affiliate marketing
industry and Co-Editor-in-Chief of FeedFront Magazine.
He authored the book Successful Affiliate Marketing for
Merchants, and was an editor and contributor to Internet
Marketing from the Real Experts. Also, he publishes the
annual AffStat affiliate marketing benchmark reports.
Shawn blogs daily on affiliate marketing at Affiliate
Tip and co-hosts the weekly Affiliate Thing podcast on Additionally, Shawn has been quoted in
numerous publications, including Entrepreneur Magazine,
Internet Retailer, Inc. Magazine, the New York Times,
and the Wall Street Journal.
Megan Conahan
Megan Conahan is responsible for training, developing
and advising the advertising sales team of Direct
Agents, a full service performance-based interactive
advertising agency. Megan started with Direct Agents
in 2005 and has worked her way from Media Buyer, to
Advertising Sales Executive, to Senior Sales Manager,
to VP of Advertising Sales. She has played a crucial role
in expanding Direct Agents’ client base into the UK and
Germany. In 2008, Megan was recognized as a Stevie
Awards for women in business finalist. Megan currently
resides in New York City and holds a bachelor’s degree in
Business and Marketing from Ithaca College.
Sal Conca
Sal Conca is a Senior Media Manager at NETexponent
and manages affiliate programs for, and the Financial Times. With a degree in
Music Business from the University of Miami and an MBA
in Marketing from Hofstra University, Sal has worked
in the affiliate marketing industry since 2001 where
he first helped manage the Affiliate
Program. From 2005 to 2008 he managed the Puritan’s
Pride affiliate program, a division of NBTY, Inc. which
is the largest vitamin and supplement manufacturer in
the world. Sal was responsible for doubling the multi-
million dollar affiliate program as well as increasing
customer acquisition. While there he also launched
the Vitamin World affiliate program. Sal has managed
programs on multiple networks including Linkshare,
Commission Junction and Pepperjam and has extensive
knowledge of datafeed creation and integration, search
engine optimization as well as landing page design and
Angel Djambazov
Born in Bulgaria, Angel Djambazov has spent his
professional career in the fields of journalism and online
marketing. In his journalistic career he worked as an
editor on several newspapers and was the founding
Editor-in-Chief of Wyoming Homes and Living Magazine.
Later his career path led to online marketing where while
working at OnlineShoes he earned the Affiliate Manager
of the Year (2006) award at the Affiliate Summit, and In-
house Manager of the Year (2006) award by ABestWeb.
48 | January 2011 | FEEDFRONT MAGAZINE
Speaker Bios (cont.)
Angel Djambazov (cont.)
In 2007 Angel started Custom Tailored Marketing and
became the OPM for Jones Soda for which he won his
second Affiliate Manger of the Year (2009) award at
Affiliate Summit. Angel also is the lead evangelist for which was awarded Best Affiliate Tool
(2007 & 2008) award by ABestWeb. In 2010 he won his
third Pinnacle Award from Affiliate Summit for Affiliate
Marketing Advocate of the Year. He also is the Managing
Editor for
Rob Duva
Robert Duva is the co-founder and CMO of
RingRevenue®, the leader in providing Call Performance
Marketing™ solutions to advertising networks and
agencies. Prior to founding RingRevenue®, Robert
was the Director of Customer Acquisition for CallWave,
Inc., where he led the team responsible for growing
paid subscriptions to over 750,000 and driving over
$50 million in annual revenues. Robert served on
CallWave’s Product Management team, where he
developed strategies and defined product requirements
for customer acquisition and retention that helped secure
a tier-one venture capital investment and created the
foundation for CallWave’s IPO. Robert earned his BS
degree in business administration from The George
Washington University.
Paul Edmondson
Paul Edmondson, Co-founder and CEO: Paul was a
part of the executive team at MongoMusic, which
was acquired by Microsoft in 2000. Paul held group
management positions at MSN Entertainment over
product management, quality management, operations,
and business management. Paul left Microsoft as the
Group Product Manager of MSN Entertainment. Before
MongoMusic and Microsoft, Paul was a developer
at Hewlett Packard. Paul graduated from California
Polytechnic University.
James Everingham
As founder and CTO, James brings over 25 years of
experience as a manager, entrepreneur, and developer
of great technology. Prior to Pixazza, James was the
CTO and founding team member of LiveOps where
he spent 6 years building a world-class technology
platform and team. James joined LiveOps from Tellme
Networks, where he served as Sr. Director of Engineering
and managed core infrastructure groups. Tellme was
acquired by Microsoft in 2007. Prior to Tellme, James
was senior director of engineering for Netscape, where
he led the engineering group responsible for the flagship
Netscape browser. During his five-year tenure at
Netscape, James was involved in browser versions 1 –
6 with responsibilities ranging from implementation to
management. Before Netscape, James held engineering
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.
Marty Fahncke
Marty M. Fahncke has been successfully executing
multi-channel direct response marketing campaign
for nearly 25 years. Marty brings a unique and
proven track record of success to his audiences
and clients. Having been involved in marketing
campaigns that have generated over one BILLION
dollars in sales, Marty has seen what works… and
what doesn’t. As President of FawnKey & Associates,
a consulting and project management firm, Marty
has generated hundreds of millions of dollars
in revenue for his clients using direct response
television, the telephone, and the internet. As a
Professional Speaker, Marty presents to audiences
across the country on topics related to internet
marketing, personal branding, social media, affiliate
marketing, direct response television and more.
Read more about Marty M. Fahncke at the blog “My
Perspective”, which can be found at http://www.
Todd Farmer
Todd Farmer, an internet marketing veteran, started
his first internet company, Kowabunga! Marketing,
in 1996, providing Affiliate Marketing Tracking
& Management Software (MyAffiliateProgram),
Outsourced Affiliate Program Management (Team
Affiliate), Email Marketing Software (Extractor Pro,
Optin Pro), and the Affiliate Network (Kolimbo).
After selling Kowabunga in 2005 and completing a
3 year employment agreement with the acquiring
company, Todd started his new consulting and
media firm, PerformStreet Media, where he helps
companies leverage his years of experience growing
his internet businesses, with high level, profitable
internet marketing strategies and guidance. Todd’s
current projects include,, and a number of B2B
projects dedicated to teaching internet marketers
best practices and strategies in: Affiliate Marketing,
Search Engine Marketing, Email Marketing,
Membership Sites, and Blogging for passion & profit.
Todd Friesen
Todd Friesen is considered by many to be an SEO
pioneer. He entered the SEO world in 1998 and has
since worked with top-name clients like Sharper
Image, Nike, Neiman Marcus and Accor Hotels
North America on natural search optimization. He
is an expert in search engine marketing, a former
administrator at Webmasterworld, and a former
moderator for Search Engine Watch. He is co-host
of the popular SEO Rockstars on WebmasterRadio.
FM, as well as a regular speaker at Search Engine
Strategies, WebmasterWorld Pubcon, SMX and other
50 | January 2011 | FEEDFRONT MAGAZINE
Speaker Bios (cont.)
Todd Friesen (cont.)
Todd holds a Bachelor of Commerce degree from the
University of Calgary and currently resides in Seattle,
Navin Ganeshan
In his role leading new product development and
strategic-investments for Network Solutions, Navin
attempts to make sense of trends and technology that is
transforming small business marketing. Over a diverse
career, he has endured the joys and pain of founding
technology startups, relished the thrill of taking new
products to market and honed a deep appreciation for
analytics while leading business intelligence at Network
Solutions. Most recently, he ran NetSol’s Web-Presence
business which included web- hosting, ecommerce
and security product-lines. In his current role, he is
shaping NetSol’s strategies for local/social marketing,
Cloud/SaaS, social commerce and most importantly
for mobile presence, marketing and commerce. He
regularly represents Network Solutions and it’s massive
small business customer-base at industry events, most
recently speaking about Crowd-Sourced-Innovation
at SalesForce’s Dreamforce and SaaS strategies
at the OpenXChange Summit. He recently hosted
ProductCampDC – an “unconference” for product-
marketers. He is a recovering gadget-head but still
frequently sports the iTrifecta – (MacBook+iPad+iPhone).
He is bullish on Facebook but bearish on twitter.
Munish Gandhi
Munish is the CEO & Founder of, a set of simple
social apps designed and priced for small businesses to
market themselves on Facebook. Before, Munish
co-founded Clickable, a Web service that brings simplicity
to online advertising. Clickable raised over $20M in
funding from Tier 1 investors such as Union Square
Ventures, Founders Fund and First Mark Capital. Munish
was the Principal Engineer and Architect at Network
Solutions. Munish has been the Chief Technology Officer
(CTO) of LifeMinders, CTO of SmartRay which was
acquired by LifeMinders for $36 million, and the Principal
Architect and Director of Data Warehousing at CNET
Networks. Munish holds three U.S. patents including one
that was acquired by Vignette from CNET to develop its
flagship product enabling high-speed, database-driven
Web pages. Munish holds several degrees, including
a Ph.D. in Computer Science from Indiana University,
Bloomington with a specialization in data modeling.
Rosalind Gardner
Rosalind Gardner has been a leader in the affiliate
marketing industry since 1998 and is author of the best-
selling training manual “Super Affiliate Handbook: How I
Made $436,797 in One Year Selling Other People’s Stuff
Online”. As a speaker, coach and prolific blogger, Rosalind
teaches affiliates how to create long-term sustainable
businesses by playing to their talents and interests.
Jen Goode
Jen Goode is a multitasking entrepreneur. She is a work-
at-home mom of three, artist, social media enthusiast
and “doodler in charge” of She
offers her illustration and design work for art licensing
to manufacturers and retailers as well as offers her
art for affiliate promotion through various print on-
demand affiliate programs and Jen is an
active affiliate in the Performance Marketing industry,
the Affiliate Summit Newcomer Program Coordinator
and has been proactive in the fight against the Ad-Tax
in Colorado. She shares her insight writing for Money
Minded Moms, the Memory Keeping Collection and as
the Denver work-at-home mom at Jen
is a member of the PMA, COMA and CHA, the Craft and
Hobby Association.
Michael Gray
Michael Gray has worked in the internet world since
1998, when he became Webmaster for a major retailer
in New York. He developed their website strategy and
grew their online sales from $100,000 to over $25
million in annual website sales. Michael then moved
into affiliate marketing and started his own consulting
firm. Michael has worked with many businesses to
develop and implement their Social Media Strategy. He
also specializes in blog development and Search Engine
Optimizations for businesses of all sizes. Michael has
been a speaker at Search Engine Strategies, PubCon,
SEOClass and SMX. He is also moderator at Sphinn and
Webmaster World. Michael is President of Atlas Web
Service, located in Long Island, New York.
Dean Graybill
Dean Graybill is Assistant Regional Director in FTC’s
Western Region in San Francisco. In that capacity he
supervisors a wide range of cases and investigations
on both the consumer protection and antitrust side.
Before taking that position, he handled cases involving
the deceptive sale of credit offerings, debt negotiation
services, home foreclosure rescue services, and other
matters. Before transferring to the Western Region in
1999, he worked in Washington, D.C. as head manager
of FTC’s Division of Service Industry Practices (1996-99)
and also the Enforcement Division (1992-95).
Julie Greenhouse
Capturing the growing demand for high intent social
behavior across the web, Julie is responsible for
delivering increased revenue and social engagement
to leading publishers in the ShareThis network. Prior
to joining ShareThis, Greenhouse was vice president
of product sales for AOL where she was responsible
for all revenue from Behavioral Targeting, Mobile,
AOL Sponsored Listings and AOL Search and Bidplace
divisions. At AOL, Greenhouse also served as vice
president of search sales and was recognized as one of
Time Warner’s Executive Women Leaders in 2009.
FEEDFRONT MAGAZINE | January 2011 | 51
Speaker Bios (cont.)
Julie Greenhouse (cont.)
Before AOL, Greenhouse was director of sales for Yahoo!
Search Marketing and also held roles at Disney Online, and GeoCities. Greenhouse holds a Bachelor of
Science from Northwestern.
Derek Halpern
Derek has been running websites since late 2005 and
recently signed up with, the creator of
Thesis Theme, as the Chief Persuasion Officer. When he’s
not tweaking sales pages to increase conversion rates,
he’s figuring out how to drive traffic, build lists, and sell
stuff. You can also see him blog about the importance of
human psychology in online marketing at SocialTriggers.
Greg Hoffman
Greg Hoffman (@akagorilla) is President of, an outsourced program
management agency with merchants in ShareASale
and Commission Junction. He is creator and co-host of
the Affiliate Juice Podcast, which analyzes new program
launches and guides merchants on how to build a better
program for affiliates. Hoffman is an associate member
of the Performance Marketing Association and is active
in the fight against the Affiliate Tax in the state of
Georgia. He is also the author of the Marketing Gorilla
blog, started in 2005 and serves as the affiliate resource
center for all GHC clients. His first major affiliate
management position was for the Thompson Cigar family
of companies including Linensource, Casual Living and
Cafe Belmondo. Greg started his professional career as a
reporter for newspapers including the Tampa Tribune and
the Atlanta Journal-Constitution.
Rae Hoffman-Dolan
Ten+ years ago Rae started a small website about
her son and his medical condition that became one
of the first international support groups and largest
website in general on the topic. It earned national
media coverage and helped further medical research
in the field. Investigating ways to support that site,
she found affiliate marketing and became one of the
most well known voices in the affiliate landscape and
organic search engine optimization. Today, her current
area of research is site auditing and advanced organic
link development techniques relating to all of the major
engines. Ms. Hoffman-Dolan, better known online as
Sugarrae, is the CEO of consulting firm Outspoken
Media. She also owns numerous successful personal
websites on a wide range of topics.
Ad Hustler
Ad Hustler has been advertising online for almost a
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
found Ad Hustler’s blog to be one of the top 5 read in the
industry. His brutally honest thoughts, dark humor, case
studies & industry news can be found at www.adhustler.
Kenny Hyder
Kenny Hyder has been helping businesses with their
online and SEO strategies since 2004. Originally starting
as an in-house SEO, Kenny eventually branched out
to start his own internet marketing business. His first
business was eventually bought out by a much larger
internet marketing firm. Today he runs Hyder Media,
servicing clients in the areas of: SEO, social media &
ORM. His experience has led him to work with some of
the largest brands online, including several Fortune 500
companies – helping them with their search marketing
strategies. Kenny is also a speaker at some of the largest
internet marketing conferences including: Pubcon, SMX,
Blogworld, Affiliate Summit, & DMA.
Scott Jangro
Scott Jangro is the president and co-founder of
MechMedia, Inc., a firm specializing in performance
and search engine marketing since 2004. MechMedia
focuses primarily on niche, retail, community websites,
leveraging technology and new media to provide
a valuable experience to website visitors. Prior to
MechMedia, Scott served as a Director of Product
Management at Be Free, Inc. and later Commission
Junction, both divisions of ValueClick, Inc. from 1999 to
2004. Scott is active and vocal member of the affiliate
marketing community through his blogging, writing
and advocacy efforts.He also sits of the board of the
Performance Marketing Association.
Kristopher B. Jones
Kristopher B. Jones is well-known throughout the search-
engine and affiliate marketing community as a true
pioneer and leading voice on trends and strategies for
effective online marketing. An accomplished best-selling
author (, Kristopher is
the former President of Pepperjam Network, a next
generation affiliate network recently acquired by GSI
Commerce (NASDAQ – GSIC). Under Kris’ leadership
Pepperjam, the company he founded in 1999, was a
three-time Inc. Magazine fastest growing company.
Kristopher was recognized in 2005 as an Entrepreneur of
the Year by Bank of America and as one of the “Top 20″
Business Leaders in Northeastern, Pennsylvania under
the age of 40. Kristopher previously worked as a senior
staff member to Congressman Paul E. Kanjorski (PA-
11) and is a frequent speaker at conferences including
Search Engine Strategies (SES), eTail, ERA, and Affiliate
Summit, among others.
52 | January 2011 | FEEDFRONT MAGAZINE
Speaker Bios (cont.)
James Keating
James Keating, a successful sales and marketing
executive with more than fifteen years experience,
joined ShopWiki in February 2007. Prior to ShopWiki,
James was Vice President of Partnerships at Guidester,
building relationships with key advertisers such as
Samsung and Olympus and retail partners such as Buy.
com and TigerDirect. James has also held the post of
Director of Publisher Sales and Marketing at LinkShare,
the online affiliate marketing technology company in New
York. At LinkShare, James was responsible for managing
the publisher account management team, designing and
instituting compensation plans, and implementing sales
training. As National Sales Manager at ThomasRegister,
James was personally responsible for generating over
$42,000,000 of revenue during his four-year tenure.
He is also one of only a few thousand people in this
world who has traveled to all seven continents across
the globe. He received a B.S. in Electrical Engineering
from the University of Scranton and an MBA at Fordham
University Graduate School of Business with a dual
concentration in marketing and finance receiving honors
in both disciplines.
Kevin Keranen
Mr. Keranen most recently founded Demand Key Media.
Its products include content generation, advertising,
media services and domain services. By providing
relevant content, advertising models and increased
traffic, Demand Key media help your sites organically
grow. We offer on-demand content customized to meet
your business requirements and budget. We understand
that your website represents your business so we have
developed a suite of services to integrate business
strategy, growth, and online success. Mr. Keranen has an
extensive background in sales, digital technology, and
entrepreneurship. He is currently the Chief Executive
Officer at k2click, a company focused on Internet social
media and marketing. Mr. Keranen founded k2click,
establishing it as a leader in innovative solutions for
companies striving to recruit, retain, and drive revenue
throughout organizations.
Gary Kibel
Gary Kibel ( is a partner with the
law firm of Davis & Gilbert LLP. He practices in the areas
of New Media, Advertising/Marketing and IP law. Gary
regularly counsels clients with respect to issues such
as interactive advertising, search marketing, affiliate
marketing, enterprise technology implementations,
behavioral advertising, privacy and security, gaming,
content licensing, wireless services and entertainment,
joint ventures, copyrights, trademarks, corporate
matters and laws affecting the Internet. Davis & Gilbert
is widely regarded as the premier law firm in the U.S.
representing advertising, marketing and promotions
agencies, from specialized shops to the largest
advertising holding companies in the world, and also
represents prominent technology and entertainment
companies, marketers, and advertising trade
associations. Prior to becoming an attorney, Gary was an
Information Systems Analyst with Merrill Lynch.
Mike Koenigs
Mike Koenigs is an internet marketer, video producer
and speaker Mike who is best known as the guy who
co-created Traffic Geyser, an incredible online tool
and service that distributes over a million videos per
week. Traffic Geyser generates web traffic and leads for
you in minutes by sending video content to over 120
video sites, social bookmarking, social media, blog and
podcasting directories. Mike has served as a producer,
marketer and consultant for Sony Entertainment, 20th
Century Fox, 3M, General Mills, Dominos Pizza, Ralston,
Mazda Motors and New York Times bestselling authors
and celebrity speakers. He’s the go-to online video
marketing guy for many big-name celebrity, authors and
online marketers including Paula Abdul, Tony Robbins,
John Assaraf from “The Secret”, Brian Tracy and Mark
Victor Hansen. He’s created over 300 web sites and
more than 30 products. For more information visit: www.
Jim Kukral
For almost 15-years, Jim Kukral has helped small
businesses and large companies like Fedex, Sherwin
Williams, Ernst & Young and Progressive Auto Insurance
understand how to build successful new online
businesses or energize and refresh existing ones. A
graduate of The University of Akron with a BA in Public
Relations and a minor in Sales & Marketing, Jim has
spent time working with publicly traded firms and
small businesses alike. Jim’s work and experience in
the Internet marketing industry has branded him as a
leading thinker and thought-leader in the community.
He currently serves as a Certified Adjunct Professor for
The University of San Francisco online where he teaches
thousands of students how to harness the power of
online marketing. Jim is also the author of two new
books to be published by Wiley Press. The first, called
“Attention! This Book Will Make You Money”, will be in
bookstores in August 2010. The second book, called
“The Ultimate Pitch”, is scheduled to be released in
2011. Today, Jim manages a successful Web business
consulting firm (
where he helps businesses find ways to skyrocket their
sales, leads and publicity through the power of online
marketing. You can find out about all of Jim’s work and
projects by visiting
Andy Latimer
Andy Latimer, President/CEO of Bluewater Media, is an
accomplished producer, brand marketer, and product
developer who has built a reputation of excellence in
production and direct response marketing. A graduate of
the University of South Carolina, Andy has over 16 years
of experience in television production with over 10 years
in management including forming Bluewater Media in
FEEDFRONT MAGAZINE | January 2011 | 53
Speaker Bios (cont.)
Andy Latimer (cont.)
His extensive producing background includes prestigious
networks like CNN, USA, ESPN, Fox Sports, CBS,
NBC, Public Television, and many other production
companies and projects. At Bluewater Media, Andy has
been responsible for numerous direct response and
branded entertainment campaigns including brands like
netTALK, Wahl Healthy Infusions, Jack Rack, Hamilton
Beach, Westinghouse, Germ Guardian, BestLine Engine
Treatments, Power Plank, Absolo, Bialetti and Kelo-cote.
With more than 200 direct response campaigns under his
belt, Andy has a keen understanding of how to market
products directly to the consumer.
Elliott Lemenager
Elliott professionally jumped into social technology
when he was finishing his MBA and MSL. He realized
the potential in social technology while studying virtual
leadership, innovation, and group dynamics—seeing that
these new technologies are fostering the human element
on the Web. Since then, he has gained experience in the
industry as a social marketing strategist for a wide range
of content. Recently, he spent time in Honduras working
with the indigenous people, helping in children’s homes
and feeding kitchens, and teaching new self-sustaining
practices. During his trip, Elliott funneled all of the
interaction through social networking platforms to bring
awareness to the general public about the harsh realities
that the people face there. Elliott currently works for
Projectline Inc. as a consultant and Microsoft in the
Startup Business Group as a online community manager.
Elliot also does video production working with high
profile clients such as Kobe Bryant and Carmelo Anthony.
Stephanie Lichtenstein
Stephanie Lichtenstein is the President and Founder
of Micro Media Marketing. Throughout her career she
has managed Internet Retailer Top 500 companies and
affiliate programs in the ShareASale Top 100 PowerRank.
She also ran the social media grassroots efforts for
the Performance Marketing Association against the
advertising tax. Stephanie Lichtenstein formed Micro
Media Marketing to offer outsourced social media
management to other online marketers. She has become
an industry advocate, public speaker, and blogger for
what matters in social media and affiliate marketing.
Amy Lloyd
Former Federal Trade Commission (FTC) Bureau of
Consumer Protection attorney, currently in private
practice representing clients in proceedings brought by
the FTC and state AGs and in federal court litigation
relating to affiliate marketing including affiliate fraud
and compliance with the state and federal consumer
protection laws including Section 5 of the FTC Act. At the
FTC, Ms. Lloyd handled high-profile FTC investigations
and enforcement actions involving Internet marketing
campaigns, negative option continuity plans, scientific
substantiation of advertising claims, compliance with
Trade Regulation Rules, and civil penalty and consumer
redress actions.
Raymond Lyle
Raymond Lyle is the President of VigLink; managing all
of the affiliate, sales and marketing for the company. Ray
was formerly the CEO/Co-founder of Driving Revenue
which was acquired by Viglink in 2010. Prior to Driving
Revenue/Viglink, Raymond spent 5 years at Leapfrog
Online, where his efforts propelled them to one of
the largest SEM’s in the country. From SEM he moved
into the role of Director of Media Strategy, managing
Fortune 100 clients such as Time Warner, Capital One
and Comcast. Prior to Leapfrog Online, Raymond
was Internet Marketing Manager of and
Rebecca Madigan
Rebecca Madigan is executive director of the
Performance Marketing Association. Since leading the
formation of the PMA 2008, Rebecca has built the PMA to
be the only trade association representing performance
and affiliate marketing. The PMA has committed to
connect, inform and advocate on behalf of this growing
industry, most recently spearheading the fight against
the ‘affiliate nexus tax’, legislation being proposed in
several states, and which is detrimental to affiliate
marketers. Rebecca was formerly director of product
management at Commission Junction, Impact Radius,
and at Lurn, Inc., where, with Anik Singal, they founded
the PMA in April 2008. She has collected 25 years of
leadership experience in product management and
James Martell
Recognized as a leading expert in affiliate training, James
is President of Net Guides Publishing Inc. and author of
the top selling “Affiliate Marketers Handbook.” A sought-
after speaker, James has presented at Commission
Junction University, Affiliate Summit, The System
Seminar, Digital River Lab, and more. He is also the host
and creator of both “The Affiliate Buzz” (the 1st and
longest running Affiliate Industry Podcast) and “Coffee
Talk,” a series of interviews with Industry Experts. James
relies on outsourcing for the creation of his websites,
graphics, articles, podcasts, and video in order to
streamline his business, enabling him to break away
from the daily grind. He credits this “autopilot” for the
success and freedom he now enjoys. His latest project,
the Affiliate Marketer’s “SUPER BootCamp,” is a collection
of 26 recorded lessons, hours of audio, scheduled online
events-such as live Q&A sessions-and a vibrant 24/7
members only forum.
Michael Martin
Michael Martin is the Owner of Mobile Martin based out
of San Diego California. Michael graduated from UMass
Dartmouth with a Computer Engineering degree and a
minor in German plus attaining a PMP certification from
the Project Management Institute.
54 | January 2011 | FEEDFRONT MAGAZINE
Speaker Bios (cont.)
Michael Martin (cont.)
In his 10+ years of Internet Marketing experience he
has project managed & overseen the online marketing
improvements to such sites for SC Johnson, IGN,
Avaya, Road Runner Sports, Deepak Chopra, Trump
Properties, The Active Network, Resource Nation, as well
mobile marketing news at Mobile Martin – http://www. Michael Martin is also on the SEMPO
Education Committee & previously spoken at SMX
Advanced, SMX East, SMX West, SES New York, SES
Chicago, WordCamp LA, Affiliate Summit West, The San
Diego Google Technology User Group (GTUG), several
PubCons, as well the PMI Project Management Institute
Annual Conference.
Tricia Meyer
Tricia Meyer is the owner of MeyerTech, LLC, which
consists of various internet properties including a
loyalty site (, a blog for moms
(, and a number of niche sites
(notably,, and She has spoken at conferences
about affiliate video, marketing to women, monetizing
blogs, and the basics of affiliate marketing. Her podcast
series, She Shops Around, focuses on the best merchant
programs and deals for each season. Tricia is a graduate
of Ball State University and the Indiana University
School of Law, Bloomington. She serves on the Affiliate
Summit Advisory Board and is Associate Member of the
Performance Marketing Association.
Matt Mickiewicz
Matt Mickiewicz is the co-founder of 99designs, Flippa
& SitePoint. 99designs has been featured on “Good
Morning America”, NY Times, CBS News, The Economist
and dozens of other major news outlets. The company
was named into Entrepreneur Magazine’s “Brilliant 100″
list in 2010 for revolutionizing and disrupting the graphic
design industry with its unique crowdsourcing model. is the Internet’s most popular marketplace
for buying and selling websites. Over $37 million in
transactions have occurred, with upwards of $100,000 in
daily deals happening between website buyers & website
Sharon Mostyn
By day, Sharon is Ecommerce Manager at MEDEX Global
Group. Prior to joining MEDEX, Sharon served as Internet
Marketing Director at Custom Direct and Integrated
Marketing Manager at Brennan Response. During her
tenure at Custom Direct, their affiliate program won Best
Affiliate Program and Best Improved Affiliate Program
from ABestWeb and was a finalist for the Affiliate Summit
Pinnacle Awards. Sharon has a Bachelors degree in
Business Information Systems from Villa Julie College
(now Stevenson University) and earned the Inbound
Marketing Certified Professional, Honors Distinction.
Sharon’s core expertise includes ecommerce marketing
(email, SEO/SEM/PPC, affiliate, social media), website
analytics, DRTV and online & offline media buying. By
night, her family racks up more medical “frequent flier”
miles than the average 10 families combined! To see
how she relates every day events to Marketing check out
her blog: Motherhood, Marketing & Medical Mayhem at
CT Moore
An accomplished blogger, journalist, podcaster, and
speaker, CT Moore’s work has spanned a variety of
media, including print, online, radio, and television. He’s
consulted on web strategy for major brands, such as
American Apparel, Yellow Pages, and Microsoft, as well
as a number of media start-ups, including WatchMojo.
com. CT currently works as an Account Strategist at NVI,
the largest Search and Social shop in Canada. There he
manages client SEO, PPC, and social media needs, and
manages community engagement for the company as a
whole. He also sits as a Staff Editor at
More info about CT Moore can be found at: http://www.
Eric Nagel
Eric is a programmer-turned-affiliate marketer,
specializing in PPC and SEO. He’s been in the affiliate
industry since 2005, and a full-time affiliate since 2008.
Eric was a finalist for the Affiliate Summit Pinnacle
Awards Affiliate of the Year in 2010.
Marcus Nelson
Marcus Nelson is a recovering entrepreneur, adviser to
startups, and Director of Social Media for salesforce.
com. His many hats at the company include social
media engagement, company spokesperson, and
blogger. In his spare time, Marcus rummages through
Radian6 graphs, massages messages in CoTweet, and
occasionally looks at for link love conversion. Past
adventures for Marcus include co-founding UserVoice, a
customer feedback service, Superstarch, a web strategy
& design consultancy, and developing a hyper-local
citizen-journalism blog called CitizenWausau. In the ’90s,
Marcus and his twin brother Angus, smuggled Bibles
into the former Soviet Union, joined J.Crew as catalog
models, and later founded the first Internet cafe in
Central Wisconsin.
Murray Newlands
A renowned blogger and social media consultant, Murray
has an encyclopedic knowledge of online marketing.
A host of the London Blog Club, founder of the San
Francisco Blog Club, and Co-founder of Influence People,
he was recently shortlisted for Affiliate Summit Blogger
of the Year.
Amanda Orson
Amanda Orson (@Phillian) is a local SEO and Affiliate
Marketer. In search of a way to justify spending her
summers commercial fishing in Alaska, she stumbled
upon affiliate marketing 2007 and began “throwing stuff
at the wall”.
FEEDFRONT MAGAZINE | January 2011 | 55
Speaker Bios (cont.)
Amanda Orson (cont.)
She quit her job at a law firm in 2009 by creating,
ranking, and flipping local sites and implementing paid
lead program with small business owners.
Chris Pearson
Creator of the Thesis Theme for WordPress, Chris is a
relentless learner with an interest in a wide array of
topics, both online and off. As far as nerdy internet stuff
goes, he’s a ninja in SEO, HTML, PHP, affiliate sales,
design, and paying attention to details that others tend
to miss. :)
Lisa Picarille
Lisa Picarille is an online content strategist, who focuses
on online marketing, branding, and social media. She
is currently co-authoring a book with Jim Kukral to be
published by in 2011. As a program faculty member
of the University of San Francisco Online, Lisa teaches
Internet marketing classes. She also co-hosts the
popular Affiliate Thing podcast with Affiliate Summit
co-founder Shawn Collins. Previously, Lisa was the
Publisher and Editor-in-Chief of Revenue Magazine.
She is a veteran journalist who began her career as a
professional sports writer in Boston and has headed the
news departments of major high tech news organizations
including,, and Her work has also appeared in Rolling Stone,
CRM Magazine, PCWeek, MacWeek, Computerworld
and InfoWorld. She is the 2008 winner of LinkShare’s
Golden Link Award for Most Vocal Performance
Marketing Advocate and a frequent speaker at industry
Keith Posehn
Keith Posehn, the CEO of Zorz, is an entrepreneur who
literally grew up in the middle of the tech revolution.
Starting in video games at a young age, Keith moved
to working in IT while in college and upon graduating
went to work in the online ad agency world in San Diego.
Rising to a director level position, Keith struck off on his
own in 2008 to create Zorz, a successful performance
marketing practice specializing in high-quality affiliate
marketing solutions for clients in social media, paid
search & mobile.
Geno Prussakov
Evgenii “Geno” Prussakov is a graduate of the University
of Cambridge. He is the author of “A Practical Guide
to Affiliate Marketing” (2007), the “Online Shopping
Through Consumers’ Eyes” (2008), international speaker,
award-winning blogger, senior editor for the affiliate
marketing section of the Search Engine Marketing
Journal, and regular contributor to Website Magazine,
FeedFront Magazine and’s blog.
Geno is the founder of AM Navigator LLC, and he was
voted the “Best OPM of the Year” for three years in a
row (2006-08) by the largest online affiliate marketing
community, He now resides in Virginia,
working on his doctorate, and continuing to write and
contribute to the industry.
Alex Rampell
Alex Rampell is the co-founder and CEO of TrialPay,
where he is responsible for general management and
building corporate infrastructure. Prior to TrialPay, Alex
co-founded FraudEliminator, the first consumer anti-
phishing company, which merged into SiteAdvisor and
was acquired by McAfee in April 2006. Alex began his
career writing and selling consumer software on bulletin
board systems and the nascent Internet. His first
successful company gained hundreds of thousands of
paying consumers worldwide and had products featured
in Forbes, The New York Times, The Wall Street Journal,
USA Today, “Today,” CNBC and BusinessWeek. He holds
an AB in Applied Math and Computer Science, cum
laude, from Harvard University.
Wil Reynolds
Over the past 13 years, Wil Reynolds has dedicated
himself to doing two things well: driving traffic to sites
from search engines and analyzing the impact that
traffic has on the bottom line of companies. Wil’s career
began at a web marketing agency in 1999, where he
spearheaded the SEO strategies for companies like
Barnes & Noble, Disney, Harman Kardon, Debeers,
Doubleclick, Hotjobs, and Mercedes Benz USA. For the
last 6 years, Wil and the team of search professionals
at SEER Interactive have been assisting clients in
maximizing their visibility and sales using search engines
in both SEO and SEM. You can catch Wil speaking with
anyone who wants to learn about search, whether it is in
a coffee shop or a major conference, it just runs through
the veins! His goal at every speaking engagement is
simple: Make sure everyone walks out with at least 1
new piece of information or perspective on an SEO topic.
Boone Riddle
Boone Riddle has been in the performance marketing
industry for 3 years. After working with industry giant and boutique endeavor TriFoxMedia, he
joined Underground Elephant in early 2010. During
the past year, he led the affiliate network division of
Underground Elephant to become a multimillion dollar
department, characterized by his passion for hands-on
professionalism in publisher management interactions.
Although he has experience in a variety of verticals and
works with many advertising clients, Riddle’s particular
area of expertise is in mediating between publishers and
clients to maximize the effectiveness and profitability of
lead-generation campaigns. Riddle’s current professional
interests include expanding into all lead-gen verticals
that have volume potential, as well as identifying the
“next big thing” in lead-generation verticals to establish
clients in and create offers around, thus providing
publishers with new sources of revenue.
56 | January 2011 | FEEDFRONT MAGAZINE
Speaker Bios (cont.)
Kim Riedell
Kim Riedell oversees publisher client account
management nationwide and advertiser client account
management on the east coast for Commission Junction.
She joined Commission Junction from BeFree when the
two companies merged in 2003 and has since managed
account teams to consistently and strategically grow
client revenue. Prior to Commission Junction, Riedell was
a director at Student Advantage and has held numerous
sales and marketing positions at Lightbridge and MCI
Telecommunications. She has a bachelor’s degree from
the University of New Hampshire and an MBA from the
Simmons College School of Management.
Lisa Riolo
Lisa Riolo is an active, dedicated member of the
performance advertising community and remains
committed to its further growth and achievement. Prior
to co-founding Impact Radius, Lisa consulted with high-
growth businesses to develop online marketing programs
and scale operations. Lisa’s previous experience
includes serving as senior vice president of business
development at Commission Junction, where she played
an instrumental role in growing company revenue, and
managerial roles at Peet’s Coffee & Tea and Bank of
America. Lisa holds a bachelor’s degree in psychology
from Claremont McKenna College.
Greg Rollett
Greg is a new school Internet Marketer from Orlando,
FL. Blending direct response with social media, Greg has
been able to provide high return marketing campaigns
for Coca-Cola, Miller Lite, Warner Bros, Cash Money
Records and others and has been featured on FOX
News, ABC News, The Daily Buzz, Mashable, FeedFront
Magazine, Smart Business Magazine and many other
independent media outlets.
William Rothbard
Bill Rothbard has over three decades of experience
counseling advertising and marketing clients on all
aspects of compliance with FTC and state consumer
protection laws. His clients include a wide variety
of online and offine direct response marketers. He
represents clients in state, federal and self-regulatory
advertising investigations and enforcement actions. He
also negotiates and prepares advertising and marketing
business agreements and prepares and prosecutes
trademark applications. Mr. Rothbard draws on his
experience as a former FTC attorney, serving in the
Advertising Practices Division, as Deputy Assistant
Director of the Bureau of Consumer Protection, and as
Attorney-Advisor to the FTC Chairman. He also served as
Senior Counsel to the U.S. Senate Judiciary Committee,
Subcommittee on Antitrust, Monopolies and Business
Rights. Mr. Rothbard is a graduate of The University
of Michigan and the University of California Hastings
College of the Law.
Kim Rowley
Kim Rowley @KIMarketing has been in the affiliate
marketing space since 1998 and is the founder of Key
Internet Marketing, Inc. where she authors several niche
blogs including top shoe blog, ShoeaholicsAnonymous.
com. She also helps people save time and money
at Ms. Rowley has been
featured in several publications including USA Today and
Revenue Magazine and has presented on specific topics
of ecommerce entrepreneurship, content creation and
affiliate marketing secrets at such events as BlogWorld
New Media Expo and Infotec. Kim is also an Adjunct
Professor for the University of San Francisco teaching
Advanced Affiliate Marketing Techniques. Kim volunteers
her time as a SCORE counselor to share her marketing
expertise and serves as a member of the Affiliate
Summit Advisory Board as well as several local civic
Barbara Rozgonyi
Barbara Rozgonyi invents wired branding systems that
attract customers, grow businesses, build brands and
increase market share using social media, marketing
and PR. A digital communications innovator since the
mid-90s, Barbara leads CoryWest Media, a strategic
marketing consultancy whose client list includes
Fortune 500 corporations, online retailers, non-profits,
PR firms and small businesses. Publisher of www. and the founder of Social Media Club
Chicago, Barbara is a frequent keynote speaker and
an experienced educator who develops and presents
marketing curriculum for colleges, associations,
corporations and online communities. In 2010 Barbara
contributed the LinkedIn chapter to “Success Secrets
of the Social Media Marketing Superstars,” published by
Entrepreneur Press. Barbara’s media mentions include, NBC5 Chicago and Germany’s FAZ. Named
one of the top 30 PR experts to follow on twitter by, Barbara is @wiredprworks.
Jason Rubacky
Jason Rubacky has seen the affiliate marketing from
every side. Starting back in 2004 as an affiliate, Jason
had a number of successful coupon and sports sites
before moving into affiliate management in 2007. After
winning a number of awards such as “Best Affiliate
Manager of 2008″, Jason decided to come full circle and
be a part of the ShareASale team, a goal he had set two
years prior to joining. Now Jason’s main role is Affiliate
Development and “paying it forward”. #GetSome
Hersh Sandhoo
Hersh Sandhoo is the Chief Executive Officer of
Health Converter, the premier health and beauty
affiliate network. Hersh has over fifteen years of
web development and marketing experience, while
specializing in business development and operations.
FEEDFRONT MAGAZINE | January 2011 | 57
Speaker Bios (cont.)
Hersh Sandhoo (cont.)
He is involved in multiple business ventures and has
personally consulted hundreds of companies worldwide,
including Paramount Pictures, Comcast SportsNet and
the Maryland State Department of Education. Hersh has
also been featured in business books, trade magazines,
newspapers, radio and television news programs. On a
personal side, Hersh has a bit of an adventurous streak
and loves the martial arts, traveling, sky diving, kite
boarding, drawing, photography and playing the guitar.
Rus Sarnoff
For the past decade Rus Sarnoff, founder of Integrated
Marketing, has been helping clients navigate the evolving
landscape of Direct Response marketing. Moving
from a successful career in television production and
broadcasting (credited with more than sixty series and
specials) he pursued his interest in consumer trends
by re-focusing his creative skills and talents to direct
response marketing. Rus’ ability to craft competitive
strategies and tactics and develop new business for
his clients within most every vertical in the direct-to-
consumer marketplace has earned him a reputation
as a highly-respected marketer and industry thought
leader. With a broad roster of clients, expansive network
of relationships, membership on industry committees
and trade organizations, Rus brings unique insights and
vantage point to emerging trends and technologies,
regulatory issues, and new business opportunities.
Eric Schechter
As the Social Media Manager for Carnival Cruise Lines,
Eric plays a dynamic role in accelerating the growth and
user engagement of Carnival’s biggest social properties.
From marketing to customer service (and even internal
communications), Eric ensures that social media strategy
remains consistent and fluid across many facets of
the Carnival brand. With an in-depth knowledge of
ROI marketing, Eric creates and implements strategic
social media programs that drive results for the world’s
largest cruise line. Additional responsibilities include:
monitoring, tracking, and analyzing conversations
throughout the cruising and travel industry and finding
new and innovative ways to integrate Social Media into
the overall marketing funnel. You can connect with Eric
on Twitter at or on his personal
Jeremy Schoemaker
Jeremy’s skills have led him on a wild ride swinging from
unemployment to an 8 figure income in only a few years.
Jeremy “Shoemoney” Schoemaker is one of the most
successful internet marketers of our time. He has proven
his skills online in the PPC community, time and again
in affiliate marketing, and is legendary for his $133,000
Google AdSense check. In 2007 Jeremy launched the
AuctionAds advertising network and added more than
25,000 affiliates in a mere 4 months of operation who
generated millions a month in revenue. Whether its his
blog or any of his companies ShoeMoney has proven that
he has the dedication, drive, and at times the audacity
to get the job done.
Mark Silliman
Mark Silliman is the Founder and CEO of Spadout.
com. He’s best known for developing web crawlers that
allow to monitor prices on every outdoor
retailer without the need for datafeeds. This made the leading price comparison site in the
outdoor industry and converted over 8 figures in sales
in 2009. He is currently expanding to baby products
( Mark uses technology to capitalize
on affiliate marketing using video, mobile and social
media. He is also a proud father and husband.
Wade Sisson
Wade Sisson is director of marketing for Schaaf-
PartnerCentric, which specializes in outsourced affiliate
program management. Wade was a journalist by
trade before he joined an advertising agency in 2002
and was introduced to affiliate marketing. In 2006 he
became part of the team at PartnerCentric, the first
outsourced program management agency, which last
April was acquired by Schaaf Consulting. Wade is a
frequent trade show speaker on topics such as affiliate
marketing, social media marketing and website design,
development and analytics. Wade is a contributor
to Feedfront magazine whose work was included in
the book “Internet Marketing From the Real Experts”
(2010). Wade is also host of Affiliate Marketing Insider,
a weekly podcast that is now in its fourth year on the
air via
Beaudon Spaulding
Mr. Spaulding has been involved in the Internet
& Technology industry since 1996. His role as an
Investor/Marketer started in 1998, when he was
President of the Interactive Division for Argonaut
Development (one of Key West’s oldest Real Estate
Developers). Specializing in data acquisition, digital
asset management, and business development,
he was responsible for all marketing and online
strategies for all of Argonaut Development properties.
Several technology companies later he is continuing
to forge a path of innovation and efficiency as it
relates to conducting business online. In 2004 he was
responsible for developing “SMS Recipient Consent
Directory Assistance” providing an innovative and
privacy driven way to allow directory assistance
massaging to the US Cell phone market. Afterwards
Mr. Spaulding became involved in working with Political
officials on State and Federal levels to integrate text
messaging into their campaign efforts.
Stephan Spencer
Stephan Spencer is an author of The Art of SEO
published in October 2009 by O’Reilly and co-authored
by Eric Enge, Rand Fishkin and Jessie Stricchiola.
Stephan is the founder of Netconcepts.
58 | January 2011 | FEEDFRONT MAGAZINE
Speaker Bios (cont.)
Stephan Spencer (cont.)
Netconcepts started out as a web design and marketing
agency, but over time morphed into a leading SEO
firm. Stephan, and Netconcepts, had been heavy
into the science of SEO since 1999. Netconcepts was
acquired in January 2010 by paid and organic search
software/services agency Covario. Covario is one of
those rare companies to have made it onto the Inc
500 list two years in a row — in 2009 and now again in
2010. Stephan is the inventor of the automated pay-
for-performance natural search technology platform
GravityStream, now re-branded as Organic Search
Joe Sousa
Joe has been in the SEO/Affiliate industry since 1998. He
started out doing SEO for clients but transitioned into a
full time affiliate. Over the years Joe has built hundreds
of different sites in many different niches and has
experience in PPC, SEO, video, and social media.
Michael Streko
Michael fell into organic search when he was told by a
former employer to “make the company site show up
on Google”. Fast forward 3 years and Michael now owns
Streko Media, which operates a network of affiliate sites
across multiple verticals.
Dave Taylor
Dave has been involved with the online world since 1980
and is widely considered an expert on all things digital.
He runs the popular tech answers site AskDaveTaylor.
com, along with three other blogs, including his daddy
blog He has two masters degrees, 20
published books and is an award-winning speaker and
workshop leader, when he’s not busy as a single dad to
three fabulous children.
Carolyn Tang Kmet
Carolyn Tang Kmet is the director of affiliate marketing
for, a site that features a daily deal on the
best stuff to do, see, eat, and buy in a variety of cities
across the U.S., Canada, Europe and soon beyond (read:
Space). Prior to joining Groupon, she led the client
services team at, an award-winning
affiliate network. On the merchant side, she’s managed
affiliate programs at and CollectiblesToday.
com; and on the affiliate site, she helped build the
MyPoints Shopping portal. Carolyn is also an adjunct
lecturer with Loyola University of Chicago, where she
teaches both undergraduate and MBA level e-marketing
courses. Carolyn received her MBA from Loyola
University Chicago. She holds a Masters of Science
degree in Journalism from Northwestern University and
a Bachelor of Arts degree from University of California,
Logan Thompson
Logan Thompson is a full time affiliate marketer and
CEO of Blink Source, a media company with a growing
portfolio of traffic generating properties. He worked as
a web designer for years before firing his design clients
and moving full time into the marketing world. He is
an entrepreneur, husband, dad, lover of ridiculously
spicy foods, Seahawks fan, drummer and blogger at and
Wade Tonkin
Wade Tonkin has been active in the affiliate industry
since 1999, working as in internal affiliate manager,
outsourced affiliate manager, consultant, and sales
specialist with companies like Kowabunga Technologies,
Forge Business and the United Sharing Network before
founding GTO Management with partners Karen and
Joel Garcia in 2008. GTO provides outsourced affiliate
management and social media consulting services to
online retailers. Wade is also the co-founder of the
Christian Affiliate Marketing Association (CAMA) with the
Garcia’s and a partner in – an online
radio station specializing in live webcasts of high school
sports events in Washington State.
Barg Upender
Barg is the Founder & CEO of Mobomo, an innovative
mobile development company focused on building
“Smart Apps for Smart Devices” in the consumer and
enterprise markets. Barg is a serial entrepreneur and
technologist with 20 years of experience in commercial
software product development. Barg was selected
as Top 100 Tech Titans in the DC-metro area by the
Washingtonian magazine in 2009. Barg is an alumnus
of the prestigious MindShare CEO Network, the leading
entrepreneur network in the DC-metro area. Barg
graduated from Cornell University with a Masters in
Electrical Engineering.
Jonathan Volk
Jonathan Volk is one of those “make money online” guys.
He is a full time super affiliate, blogger at JonathanVolk.
com, speaker, and online entrepreneur. Jonathan started
his quest to make money online in 2004 and has been
working full time online since early 2007. Now his
company generates several million dollars per year
online. He has a passion and drive to make money online
but also enjoys spending time with his beautiful wife,
drumming (for 10+ years now), and volunteering at his
Brian Waldman
For the last 5 years Brian has been the VP of Marketing
and Strategy at Merchant Warehouse, one of the largest
and fastest growing companies in the multi-billion dollar
Credit Card Processing Industry. He also serves as an
ecommerce strategy/search marketing consultant for
various companies primarily in the B2B space. Brian’s
previous experiences in search marketing include
positions at Inceptor, a Boston area Search Marketing
Agency and where he headed the search
marketing and category strategy teams.
FEEDFRONT MAGAZINE | January 2011 | 59
Speaker Bios (cont.)
Brian Waldman (cont.)
He holds a BSBA in Marketing from Bryant University
as well as an MBA and MSIS from Boston University. In
a previous life he worked for 15 years in the restaurant
Evan Weber
In online marketing over 10 years. I have been
Marketing Director for an Internet start-up that became
successful. I have owned and operated a Digital
Agency for 3.5 years focusing on the affiliate program
management. I’d like to think I have some expertise in
SEO, paid search, social media, and affiliate marketing. I
work with a lot of effort and time spent social networking
and working with affiliates. I try to stay on the cutting-
edge of the Internet marketing world and inform others
about what I know and have learned.
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.
Josh Ziering
Josh is an eclectic mix of marketer, search optimizer,
and stand up comic. With the ambitious goals of “having
everyone learn something” and “a guarantee not to bore”
he sets out to educate and entertain about his favorite
facets of internet marketing. With a focus on actionable
items, you can be sure his presentations won’t be fluffy
or superficial. Josh is an independent SEO consultant
working across the board with everyone from Realtors®
to Motivational Speakers to Garage Inventors. As a
teenager, he found himself trying to rank his own name
against some family who spent some time on TV and in
print. This set him down the slippery slope of learning
search engine algorithms, and internet marketing. Since
then he’s turned a once hobby into a job and lifestyle.
You can read his blog on marketing at http://www.
60 | January 2011 | FEEDFRONT MAGAZINE
By Le Michelle Nguyen
As a network manager of an affiliate network, there is
one misconception that I continue to dispel time and
time again in this industry. That is that CPA and affiliate
networks are one and the
If you represent an online
business and want to market
your products and services
the right way, then it’s
important to distinguish
between these two types of
networks before proceeding
with a partnership. It will
not only save you time and
money, but it will help you
establish the best online
marketing platform that is
right for you as a merchant.
Comparing Apples to
A CPA is known as a cost
per action. Therefore, a
CPA network is interested in
driving traffic to campaigns
that involve form submission
details like names and email
addresses, and downloads.
As such, CPA networks
steer away from revenue
share models. Things like
lead generation and trial-
offer campaigns that come
with a flat payout are often
Affiliate networks are brokers
between merchants and
affiliates. A merchant’s offer will be integrated into an
affiliate network and, in turn, that network will have
its database of affiliates with relevant traffic promote
the product or service. Affiliate networks will support
multiple offers and payouts. This means lead generation,
revenue share and email marketing can function all
under one umbrella.
We Want Volume
It’s important for merchants to be aware that affiliate
networks are not affiliates. They are not interested in
signing up to an affiliate program as an affiliate. Affiliate
networks see the function of their affiliate database as
the means to drive traffic. That being said, when CPA
and affiliate networks
launch a campaign,
voluminous traffic isn’t
destined to be generated,
at least not right away.
CPA networks are capable
of generating high volume
and fast. They can turn a
campaign on and off in as
little as 48 hours. Affiliate
networks by comparison
should be seen as more
of a long-term solution for
potential merchants that
want to build quality traffic
over an extended period of
No, Our Stats are
Real-time tracking is
important to merchants.
CPA networks will often
insist in their insertion
order that their real-time
tracking is the final say on
how many lead transactions
have been generated.
An affiliate network, just
like a CPA network, relies
on a pixel to track all
action; however, it’s up
to the merchants’ affiliate
manager to approve only
those transactions that are
valid based on the real-
time reports.
We’ve really just scraped the surface of a comparison
between CPA and affiliate networks; it’s much more
comprehensive than people actually think.
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
process. In the long run, your business will thank you.
Le Michelle Nguyen is the network manager for Share
FEEDFRONT MAGAZINE | January 2011 | 61
that comes from my personal experience of writing over
700 blog posts within under 2 years, and understanding
of what makes a good blog post, and a good blogger.
There are 4 adjectives to remember:
C for Consistent – A-post-a-day keeps your
readers (and search engines!) awake
C for Concise – Most consumers of online
content truly appreciate eloquence
C for Clear – The vast majority of content
consumers do not want rocket science
P for Practical – Of course, remember to be as
pragmatic as possible
Most of my personal blog posts that have become
popular reflected either all, or at least three of the above
four points. If you add a verb “Be” before each, and turn
each adjective into an objective, it’ll undoubtedly help
you create more engaging and popular content.
Geno Prussakov is the Founder of AM Navigator.
ublishers that regularly produce quality
content, whether it be blogging, article
publishing, podcasting, video-producing,
microblogging, or any other form of content
production, have some of the most loyal
However, I believe that there are several different routes
that you can take, as far as producing quality content.
Being an active blogger and blog reader myself, upon
two years of observations, analysis and conclusions, I’ve
come up with my own classification of publishers.
I believe that the vast majority of successful content
producers (affiliate marketers included) fall into one of
three types. These are:
(i) Reporters
(ii) Theoreticians
(iii) Coaches
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
By Geno Prussakov
62 | January 2011 | FEEDFRONT MAGAZINE •
Your affiliates will say “yes” to faster global payouts and
hassle-free access to funds, no matter how small or large
the payout is. EntroPay’s payout system:
• Provides affiliates quick access to funds
• Eliminates the need for checks and wiring of money
• Allows affiliates to spend funds through a virtual card,
plastic card or bank transfer
For more info on how you can generate instant affiliate payouts
and ongoing success, contact us at
Say YES to No.
With EntroPayʼs instant payouts, youʼll
have loyal affiliates in no time.
No waiting.
No threshold.
No hassles.
e all know how effectively a well-placed
customer testimonial (or a lot of them!) can
raise clickthrough and conversion rates on your
affiliate products.
Chances are, you don’t have as many testimonials as
you’d like; after all, who doesn’t want more of them to
try out on your site and sales pages?
Well, here’s some good news for you: your business may
be sitting on a mountain of testimonials from thrilled
customers and not even know it!
Here are five places you can start looking for these
response-boosting gems:
Your Inbox. Chances are, you’ve fielded an email or
two from customers who have questions about previous
orders or are seeking recommendations about which
products are best for them. If you’re on the ball with
these, you’ll often get testimonial-worthy thanks back.
Reply with a quick note to those customers asking
if they’ll permit you to use their comments in your
marketing materials.
Twitter. Head over to Twitter Search (http://search. to find out if customers are Tweeting about
your brand. Search for your company name, products
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
Your Facebook Fan Page. Your Facebook fans are,
well... fans, right? You may find great testimonials here
without even having to ask. And if not, you can always
post to your wall and ask your fans to share the stories
of their experiences with your business.
Comments on Your Blog. Read your blog’s comments
– you’ll often find great testimonial content in there.
If you have an old blog with a lot of comments, try
searching them for words like “love” and “thanks” and
“fantastic” (and any other similar ones you can think of).
Everywhere Else! Google Alerts can help you monitor
what people are saying about you while you’re not “in
the room,” so to speak. Set up a few alerts at http:// (using the same sorts of terms
you typed into Twitter Search) and Google will tell you
when those terms appear in blog posts, articles and
other web pages.
And if those don’t bring in enough quality testimonials?
Go ask for them! Send your email list a message
asking for their feedback on your site, the products you
recommend, your emails and anything else you think
might generate heartfelt positive comments.
If you don’t want the comments coming back to your
inbox, send them to a survey instead (you can create
survey forms with Survey Gizmo, or just create a form in
Google Docs).
Justin Premick is the Director of Education Marketing for
AWeber Email Marketing. Visit
By Justin Premick
FEEDFRONT MAGAZINE | January 2011 | 65
Philip K. Akalp

Nadia Aly
Scott Bain
Shashi Bellamkonda
Andrew Bennett
Jamie Birch
Greg Boser
Chris Brogan
Lucas Brown
Mike Buechele
John Chow
Brian Clark
Daniel M. Clark
Curtis A. Clarke
Bruce Clay
Eric Collins
Sal Conca
Angel Djambazov
Rob Duva
Paul Edmondson
Marty Fahncke
Todd Farmer
Todd Friesen
Munish Gandhi
Rosalind Gardner
Jen Goode
Michael Gray
Julie Greenhouse
Derek Halpern
Greg Hoffman
Rae Hoffman-Dolan
Ad Hustler
Kenny Hyder
Scott Jangro
Kristopher Jones
James Keating
Kevin Keranen
66 | January 2011 | FEEDFRONT MAGAZINE
Gary Kibel
Mike Koenigs
Jim Kukral
Elliott Lemenager
Stephanie Lichtenstein
Rebecca Madigan
James Martell
Michael Martin
Tricia Meyer
Matt Mickiewicz
Sharon Mostyn
CT Moore
Eric Nagel
Marcus Nelson
Murray Newlands
Amanda Orson
Christopher Pearson
Lisa Picarille
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:
Keith Posehn
Geno Prussakov
Wil Reynolds
Boone Riddle
Lisa Riolo
Greg Rollett
Kim Rowley
Barbara Rozgonyi
Jason Rubacky
Hersh Sandhoo
Rus Sarnoff
Eric Schechter
Jeremy Schoemaker
Wade Sisson
Brian Solis
Beaudon Spaulding
Stephan Spencer
Joe Sousa
Michael Streko
Dave Taylor
Carolyn Tang Kmet
Logan Thompson
Wade Tonkin
Barg Upender
Jonathan Volk
Evan Weber
Drew Eric Whitman
Mike Whitmore
Brian Williams
Joshua Ziering
Affiliate Summit Related Twitter
• Affiliate Summit - http://twitter.
• FeedFront Magazine - http://
• - http://twitter.
• Shawn Collins - http://twitter.
• Missy Ward -
FEEDFRONT MAGAZINE | January 2011 | 67
68 | January 2011 | FEEDFRONT MAGAZINE