Affiliate Program Management:

Launch & Maintenance

Kim Salvino, Chateau 20Amy Ely, Under Armour

Karen Garcia, GTO ManagementGeno Prussakov, AM Navigator &

AMDays.com

Agenda• Introduction• Step 1: Assess Program Goals & Reputation• Step 2: Evaluate the Competitive Landscape• Step 3: Build A Strong Foundation• Step 4: Confirm Tracking & Reporting• Step 5: Review Your Affiliate List• Step 6: Develop A Communication Plan• Step 7: Launch!• Step 8: Maintenance• Final Thoughts

Introduction

Avoid Being…

a) Shallowb) Bland

Introduction

Step 1

Assess Program Goals & Reputation

What Are Your Goals?

Source: http://www.moviefanatic.com/gallery/scrat-in-ice-age-continental-drift/

Program Goals: Establish Baseline

KPIs• Data, data, data….• It’s not just the total number of affiliates• Where does affiliate sit in the ecommerce

revenue stream?

Step 1: Assess Program Goals & Reputation

Reputation:Assess Where You

Stand• Google search, forum search, affiliate survey• Google alerts – set for you and competitors• Accept the positives. Address the negatives.

Step 1: Assess Program Goals & Reputation

Step 2

Evaluate the Competitive Landscape

Competitive Landscape:

How Do You Compare?• Commission rate• Cookie length• Conversion rate• Creative suite• Feeds and tools• Terms and conditions

Step 2: Evaluate the Competitive Landscape

• Commission rate• Cookie length• Conversion rate• Creative suite• Feeds and tools• Terms and conditions

Step 3

Build A Strong Foundation

Strong Foundation:Program Agreement

(avoid confusion)

Step 3: Build A Strong Foundation

It is not the same as the affiliate network’s agreement!

Strong Foundation:Program Agreement

(don’t fall prey)

Step 3: Build A Strong Foundation

Strong Foundation:Program Agreement

(don’t fall prey)

Step 3: Build A Strong Foundation

Merchant naïvete -- loss of defensive behaviors and adaptations

needed to deal with “predators”

Strong Foundation:Program Agreement

Step 3: Build A Strong Foundation

(7 areas to cover)1. Coupon & discounts policy2. Trademark policy3. Search engine marketing rules4. Policies on loyalty affiliates5. Email marketing terms6. Social media, reviews, endorsements7. Toolbars, adware & parasitic behavior

Strong Foundation:Program Agreement

Step 3: Build A Strong Foundation

(structure)1. Foreword (including your contact info)

2. Summary (outlining the main points)

3. Full agreement

(sobering truth)

“How often do you read the program

agreement?”

Strong Foundation:Program Agreement

Step 3: Build A Strong Foundation

Strong Foundation:Creative Selection

Banners(and text links!)• Cover the common sizes• Include sizes to replace AdSense units• Analyze what works for competitors• Create affiliate-friendly banners• Deep text links to boost conversion

Additional Resources• Well categorized, regularly updated data feed

Step 3: Build A Strong Foundation

Strong Foundation:Creative Selection

Banner Sizes

• 468×60 px – 2-5 banners (AdSense too)• 125×125 px – 2-5• 120×600 px – 2-5 AdSense size• 88×31 px button – 2-5 overlooked opportunity!

• 160×600 px – 2-3 AdSense size• 120×240 px – 2-3• 234×60 px – 2-3• 254×331 px – 2-3• 728×90 px – 2-3 AdSense size

• 720×300 px – 1-2• 300×250 px – 1-2

Step 3: Build A Strong Foundation

Strong Foundation:Creative Selection

Competitor’s Banners

Do analyze, but beware of skewed metrics!

Step 3: Build A Strong Foundation

Strong Foundation:Creative Selection

Common Banner Mistakes

1. Poor graphics2. Unreadable font3. Phone number/URL4. Excessive animation5. Missing CTA6. Poor contrast7. No line around edge

Step 3: Build A Strong Foundation

Strong Foundation:Creative Selection

Good Examples

Step 3: Build A Strong Foundation

Strong Foundation:Program Support

Content(FAQs, blog, social media support)

• Think like an affiliate and anticipate questions• Share key information• Search engine friendly copy and content

Step 3: Build A Strong Foundation

Step 4

Confirm Tracking & Reporting

Tracking & Reporting

Test, Test, Test….• Test shopping cart in all major browsers

o IE, Firefox, Chrome, Safari• Complete a test purchase

o Confirm tracking and reporting are workingo Test with third party payment systems – PayPal,

Google Checkout, etc.• Check each network

o Ensure transactions across networks track properly

**AFFILIATES WILL TEST YOUR TRACKING**Make sure it’s right BEFORE they find errors

Step 4: Confirm Tracking & Reporting

Tracking & Reporting

Mobile Ready• Add Safari to the list of browsers to test• Safari and Chrome = most widely used on mobile• NO FLASH, as not all mobile devices support flash• Ensure your cookie works in mobile

Step 4: Confirm Tracking & Reporting

Step 5

Review Your Affiliate List

Affiliate ListReview Current

Partners• Check your placement on their site• Understand how they’re promoting you• Ensure compliance with Ts & Cs• Ask others about their reputation• Consult your network or OPM• Use search engines and forums to review positive

and negative feedback

Step 5: Review Your Affiliate List

Step 6

Develop A Communication Plan

Communication Plan

Intro & Ongoing• Getting Started

o Introductory newsletter and feedback requesto Announce in forums and social media

• Make A Plan For Continued Communicationo Newsletter content and cadenceo Forum and social media involvement

…Most of All…Provide full contact details and be approachable,

genuine and responsive to affiliates

Step 6: Develop A Communication Plan

Step 7

Launch!

Step 8

Maintenance

MaintenanceGrowth

• Consistent and timely review of applicationso Approval rubric

• Develop and implement a marketing calendaro Go beyond the holidayso Motivate your affiliates to participate

• Ongoing Recruitmento What is your target market? o Where do they live online?o Who can get you in front of them?

• Activate your current affiliate base

Step 8: Maintenance

MaintenanceOngoing

Communication• Reply to affiliate questions promptly• Affiliate requests: can you go above and beyond?• Newsletters

o Include important information succinctlyo Do not waste your affiliates’ timeo What’s working? What’s not?

• Review all affiliate-facing content regularlyo Merchant site landing pageo Network landing pageo All application related emails

• Your FAQ is a living document

Step 8: Maintenance

MaintenanceCreatives & Feeds

• Avoid the Valentine’s Day Turduckeno It’s January…what holiday banners do you have up?

• Keep tabs on your demographicso Has your target demographic changed?o Has a new product or service expanded your customer scope?

• Data feedso Automation ensures regular updateso Review all feeds regularly from an affiliate perspective

• Ask Your Affiliates What They Want

Step 8: Maintenance

MaintenanceOngoing Affiliate

ReviewContinue to review your current partners (look familiar?)• Check your placement on their site• Understand how they’re promoting you• Ensure compliance with Ts & Cs• Ask others about their reputation• Consult your network or OPM• Use search engines and forums to review positive and negative

feedback

Plus…• Utilize network segmentation tools• Look for simple suggestions to help

Step 5: Review Your Affiliate List

MaintenanceCompliance

• Ensure your policies are clearo Repeated infractions could be a sign of unclear verbiage

• Have a plano What is the procedure for dealing with offenders?

• Send regular reminders• Available Tools

o Available network data can be useful, but often isn’t enougho Screenshots are your friendo Plus plenty of compliance resources…

Step 8: Maintenance

MaintenanceCompliance

Step 8: Maintenance

Agreement gives you a foundation, but is no substitute for policing & compliance

enforcement

…speaking of compliance with program terms….

MaintenanceTools for Policing

ComplianceIn Paid Search Campaigns: • iTrademarkBidding – itrademarkbidding.com• Brandverity PoachMark – brandverity.com/poachmark• SearchMonitor – thesearchmonitor.com/affiliate_monitor• AdGooroo Trademark Insight – adgooroo.com

In Domain Names:• CitizenHawk – citizenhawk.com

Step 8: Maintenance

Final Thoughts+ Key Takeaways

Final Thoughts

Set clear goals and measures of success Ensure the program is (and remains) competitive Build a strong foundation (terms, creative, support) Confirm (and continually test) tracking/reporting Design and carry out a solid communication plan Review (and continue to review) your affiliate list Monitor compliance and create an action plan

Be responsive, proactive, build strong relationships and use feedback to grow and

support your program

Additional ResourcesResources:

Web Sites & Podcasts: Merchant ABCs & Geekcast.fmAMNavigator.com/TOS.html

Book: Affiliate Program Management: An Hour a DayeBook: How to Start and Run a Profitable Affiliate Program

http://merchantabcs.com/free(free today!)

Find Us On TwitterKim Salvino @kim_salvino

Amy Ely @aelyKaren Garcia @karengarcia

Geno Prussakov @eprussakov