Affiliate Program Powered by PACE Methodology

Affiliate Program Powered by PACE Methodology Principles for Creating and Encouraging Valuable User Interactions

NextBee Media [email protected]

N e x t B e e C o r p o r a t i o n - F o l s o m , C A - U S A

Page 1

NextBee’s PACE Methodology is a systematic way of pursuing actions, which keeps focus where it

belongs: on your users’ experience. The results of extensive field experience will be discussed

throughout the following pages. Best practices for achieving success and examples that demonstrate the

methodology’s use and practice will be offered. By following the principles laid out by the PACE

Methodology, you can expect to have a strong grasp on an action-oriented approach to your users – an

approach which can be successfully implemented in nearly any situation, for nearly any type of business.

Contents

METHODOLOGY INTRODUCTION – PERSONAL. ADAPTIVE. CONTROLLED. EXCITING ................................... 3

CREATING A PERSONAL PROGRAM – WHY IT MATTERS, HOW IT’S DONE ..................................................... 4

DESIGNING YOUR PERSONAL APPROACH............................................................................................................................. 4

HOW TO KNOW WHETHER YOUR PROGRAM TRULY CARES .................................................................................................... 5

CREATING PERSONAL CONNECTIONS (THAT GROW WITH YOUR USERS) ...................................................................................... 6

Empathize (with your users’ experience) ................................................................................................................................ 6

Ask (your best customers why they support you) ................................................................................................................... 6

Respond (as your users’ needs evolve, so should your program) ........................................................................................... 6

KEY PRINCIPLES OF AN ADAPTIVE APPROACH .................................................................................................. 7

SEVEN KEYS TO AN ADAPTIVE PROGRAM ............................................................................................................................. 7

A SOLID STRUCTURE AND A MALLEABLE CORE ..................................................................................................................... 9

IMPLEMENTING CHANGE (EXACTLY WHEN NEEDED) ............................................................................................................. 10

Review (how your program is used)...................................................................................................................................... 10

Refresh (your approach to engaging your users) .................................................................................................................. 10

Change (as you grow, and keep up with your program’s users) ........................................................................................... 10

SMART CONTROLS – HOW TO CREATE AND USE THEM ................................................................................. 11

CONTROLLING LIFETIME VALUE ....................................................................................................................................... 11

CHARACTERISTICS OF A WELL-CONTROLLED PROGRAM ........................................................................................................ 12

BEST PRACTICES (FOR INCREASING LIFETIME VALUE) ............................................................................................................ 13

Customize (for your users as much as you can) .................................................................................................................... 13

Map (the journey of your best user) ..................................................................................................................................... 13

Plan (ahead, so you’re ready when it’s time to re-engage) .................................................................................................. 13

AN EXCITING EXPERIENCE AT EVERY TOUCH POINT ....................................................................................... 14

INCREASING USER EXCITEMENT ....................................................................................................................................... 14

THE PROGRAM STAYS EXCITING, YOU IMPLEMENT SOLUTIONS ............................................................................................. 15

YOUR USERS’ EXPERIENCE (AND HOW TO ENGAGE IT) .......................................................................................................... 16

Specify (the experience you expect your users to have) ....................................................................................................... 16

Executive Summary

NextBee


Page 2

Distill (your program goals into distinct engagement activities) ........................................................................................... 16

Motivate (with incentives that provoke an intrinsic value) .................................................................................................. 16

AN AFFILIATE PROGRAM WITH PACE ............................................................................................................... 17

AN AFFILIATE’S LIFETIME VALUE...................................................................................................................................... 18

TURN PASSIVE AFFILIATES INTO ACTIVE ADVOCATES ........................................................................................................... 19

EXPAND THE DEFINITION OF AN INCENTIVE ........................................................................................................................ 19

HOW PARTNERING WITH BLOGGERS TO DRIVE SALES .......................................................................................................... 20

THE CHANNEL IN YOUR CUSTOMERS’ POCKET .................................................................................................................... 21

SOW THE SEEDS FOR YOUR SUCCESS ................................................................................................................................ 22

Appendix

NEXTBEE’S FEATURES ........................................................................................................................................... I

PRICING PHILOSOPHY ........................................................................................................................................ III

PROGRAM BENEFIT ANALYSIS ........................................................................................................................... VI

SOURCES ............................................................................................................................................................ VII

DOCUMENT LICENSE ........................................................................................................................................ VIII


Page 3

NextBee created the PACE Methodology to distill its experiences in the field into an easy-to-follow guide

for shaping the success of nearly any business, in nearly any situation. We know that every product,

service, and user-base is unique. What is needed is not some marketing gimmick that will work in the

short term, but a method of approaching users that will carry you through nearly any market scenario.

This is what we have designed the PACE Methodology to provide.

NextBee has worked with over 300 leading brands, both large and small, to engage their customers,

employees, and affiliates, reward positive behavior, and create or increase a strong base of dedicated

program users. In the following pages, we will develop these points further to fully flesh out this

methodology, and then we will share a few real-world discoveries that have informed these methods.

Personal

•Nurturing a strong personal relationship through your program requires activecollaboration with your users. This helps them establish emotional touchpoints andprovides them with a sense of purpose, which will keep them feeling fullfilled. Offeringa personal relationship through your program is one of the best ways to provide aquality experience and earn support.

Adaptive

•Designing a structured program which can adapt as your users progress leads to bothstability and growth. Listen as your customers' actions tell you what works. Discoverthe rewards and incentives that inspire them. Focus your best efforts on bringing theprogram to your users. Both your program's functional operation and its design layoutshould continuously match the demonstrated preferences of your users.

Controlled

•Extensive tracking of program user activity allows you to maintain momentum andcontroll over your users' engagment in the most effective way possible. You cancontinually optimize the effects of user activities while significantly increasing theirlifetime value. This approach also ensures secure data with automated protectionprotocols to guarantee that the ingegrity of your program is never in question.

Exciting

•Keeping your program fresh, intuitive, and fun works to increase excitement and helpsyour program users remain engaged. Developing a strong focus on both how customersinteract with your program, and why, requires a constant dedication to clarity andconsistancy. By following how your users enjoy using your program, you can developincreasingly addictive activities that your users will return to again and again.

NextBee

Methodology Introduction


Page 4

Designing Your Personal Approach Every engagement program requires an emotional investment on the part of your users. The program

activities themselves will spark an interest. In order for that interest to develop into a passionate

commitment, the program must interact with your users on a very personal level.

When your program demonstrates that you care, it encourages your users to share the quality

experience that you provide to them with their friends, loved ones, and colleagues. The more personal

the experience you give to your users, the more likely they are to share it with those nearest to them as

well as to the wider world around them.

Using your program to identify your users’ preferences and favorite activities, and developing more of

the same, is how you prove that these relationships matter to both yourself and your program

members. It is how you maintain their interest and increase their activity on your behalf.

How responsive are your users to email? How active are they on social media? When does their

engagement in a mobile game begin to trail off? When do they prefer to be contacted? Does offering a

discount for 20% off on the anniversary of their first purchase affect their actions? What about on their

birthday? When should the program forward a polite ‘thank you’, and when should it trigger ad-hoc

points for remaining active in the program?

These questions delve into the personal nature of your program’s relationship with your users by placing

the program even more firmly into their lives. An integrated process of reviewing the effectiveness of

your program’s functions is not intended to invoke reinvention. Your program will not act like a

traditional marketing campaign. It does not aim to bring a new message to a new audience. Instead, it

seeks to expand your audience through the natural interactions we all have every single day.

Your program is a personal approach to inspire your users to think of your program and its experience,

incentives, and rewards, whenever they think of their friends.

How to Know Whether Your Program Truly Cares At first, it may seem odd to equate business goals with relationships. Extensive real-world experience,

however, demonstrates that doing so keeps focus where it belongs, which is on designing a program

that can interact with and motivate its users on a personal level.

NextBee

Creating a Personal Program - Why It Matters, How It’s Done

“The will to win, the desire to succeed, the urge to reach your full potential...these are the keys

that will unlock the door to personal excellence.”

-- Confucius --


Page 5

Image attribution: ABC News

abcnews.com

As we will continue to state: the users’ experience is key. Knowing what that experience is like inside

and out, and improving it at every possible interaction, is how you continue to innovate and expand the

ways your users value your program.

A personal program is ready for deployment when it can demonstrate the following features and

approaches:

Memorable – You must always seek the details that can make a moment last. It is those

personal touches that always get noticed and embed themselves within our memories. They can

occur during any and every interaction.

Pleasant – Each experience must encourage the next. This is the heart any engagement

program. They must all form a near-endless tapestry of positive interactions featuring favored

products. When your products become embedded into the positive memories of your program

users, they will remain committed to your program for a lifetime.

Addictive – You want your users to spend more time taking part in activities that benefit your

product or service, and to engage those around them in doing so as well. Make your program

habit-forming, and they will do all of these things and more.

Sharable – Make every tool available to your users to make sharing as effortless as possible.

Allow them to share a high score with just one click. Make it easy for them to generate images

to share with their friends. Allow them to track the progress of other players at a glance.

Every program’s primary objective is to increase sales, maintain user satisfaction, and improve both the

quality and quantity of new leads. To gain the success you seek, you must also create an environment

which makes your program memorable, pleasant, repetitious, and sharable. This is how your primary

goals will be achieved.

To demonstrate how a program can effectively engage

with its users in a highly personal manner, we offer a

recent example of Twitter teaming up with NBC

Universal and Comcast on a remarkably innovative

approach to engaging and leveraging their users,

viewers, and customers.

1Launching in early 2014, the three technology giants

are enabling Comcast Xfinity cable subscribers to

change the channel on their TV, and begin watching select NBC programming, by clicking on a tweet.

In addition to allowing viewers to quickly and easily tune into their favorite shows on television, this new

in-Twitter app, dubbed ‘See It,’ will make it easy for Comcast subscribers to watch live broadcasts on

their phones and tablets, as well as to set their DVRs to record.


Page 6

Twitter fans will now be able to recruit their followers into watching their favorite shows with a simple

retweet. The potential for increasing viewership is enormous.

Creating Personal Connections (that grow with your users) Making your program truly personal involves following three important steps:

Empathize (with your users’ experience) Make every effort to walk in your users shoes. Go through the process of purchasing a product, joining

the engagement program, contacting customer service, and any other touch points where your

customers interact with your company. At each point, explore the different incentives and forms of

encouragement that could deepen the relationship.

Ask (your best customers why they support you) Think of your favorite customers. Whomever just came to mind, reach out to them. Offer 10% off their

next purchase if they’ll spend 10 minutes on the phone with you. Discuss their favorite features. Inquire

as to the effect these features have on their quality of life. Encourage open discussion. Let them tell you

what kind of engagement they need. As the program grows, regularly send special surveys to your top

program users to help maintain momentum and ensure a strong relationship with your brand.

Respond (as your users’ needs evolve, so should your program) Seek out ways of demonstrating that you both listened and heard. If users offer thoughtful perspectives

through a survey response, use them in your next promotional campaign. Thank your users, perhaps

publicly, and offer a small reward. Nearly every action your users take should result in responses that

recognize their contributions.


Page 7

Seven Keys to an Adaptive Program Everyone constantly changes. Your users’ preferences will be driven by both internal and external

factors that evolve over time. Adaptability means growing in a way that meets your users where they

are, instead of asking them to come to you. The benefits are seen in a program that is able to evolve to

meet the expectations of an ever-growing base of enthusiastic users. NextBee’s experience finds that

consistently designing a robust and adaptive program requires following seven specific key principals.

1. Novelty People often find great enjoyment in a rewarding routine. An adaptive program understands

that leverage exists in popular rewards that can be used to encourage greater participation from

already active users. In other words, instead of merely providing rewards, use them to prod your

users into taking action on your behalf.

You can even use this leverage to adjust engagement activities in ways that provide for a new

experience. For example, a program could significantly increase the monetary value of a popular

reward while also turning it into a community achievement. Knowing that another program user

is relying on your actions in order to achieve a popular reward encourages effort and

commitment. A novel approach leads to an increase in your program users’ efforts.

2. Social Influence Beyond making everything your program does easy to share, it also must inspire your users to

want to share. This is where your own expertise will come into play. Work to provide your users

with valuable or interesting information. Develop story-form content that tells of the journey of

your company, and that of its products, and invite your users to turn it into a video. Keep an eye

out for interesting information related to your industry, and offer users incentives to share.

Social influencers value their positions within the personal networks a great deal. Your

program’s activities should be designed to encourage the expansion of both their personal

networks and the perceived value of that network. When a user needs your program in order to

sustain their social standing, they will remain loyal for a lifetime.

NextBee

Key Principles of an Adaptive Approach

“You have to be fast on your feet and adaptive or else a strategy is useless.”

-- Charles de Gaulle --

http://www.brainyquote.com/quotes/quotes/c/charlesdeg119209.html


Page 8

3. Program Lifecycle Market conditions change. User attitudes change. Your program’s goals do not change. Your

program does not have to either. Remember, a quality program is not about reinvention and

marketing ploys. It is about forming those deep relationships that can adapt, and even grow,

when conditions beyond our control force changes.

With a program that regularly adapts its incentive structure, including which events trigger

rewards, you are better positioned to anticipate disruptive change. Your program makes you

ready for anything the market throws your way. Adaptation in nature is about resiliency and

growth. This is how a robust program benefits you and your business as well.

4. Product Purchase History Adaptation makes your program approachable and intelligent. It is what allows you to use your

program to anticipate the need to change incentives and rewards, in order to keep pace with

user expectations.

What is it about your product that attracts your customers to begin with? Is it the products

utility and design? Is there a perceived social benefit to being associated with a brand? What is

the essence that sparks their interest? Keeping focus on what already captures your customers’

loyalty helps ensure incentives and rewards remain based on their preferences.

5. User Profiles Use your program to develop a robust user profile that identifies the preferred incentives and

rewards of your top program users. Providing exactly the right encouragement, in the manner

most likely to be acted upon, is where adaption proves its worth. It’s a process that begins with

a program user survey, and lasts through the life of the program.

Many of the most effective segments are created by leveraging key characteristics of your top

user profile. Recognizing and acting on which segment of users prefers an incentive during the

shopping experience, to encourage a sale, and which segment responds to a reward after the

sale; is an example of adaptation in action.

6. Pricing and Margins Users who interact with a responsive program know their activities are being valued, because

the incentives adjust in response to their activities. You can use your program to find the value

that excites your program users the most, and mimic it when developing new products,

especially under brands where they are already loyal.

Discover popular product bundles, and even product/rewards bundles, by analyzing your

product sales in conjunction with program rewards data. With product bundling, you can often

spend a small amount of margin dollars on one product, while increasing the overall profit

margin of the bundled product.


Page 9

7. Incentive Responsiveness For a program to engage customers and generate loyalty, it must structure its incentives around

future actions, accomplishments and goals. Unlocking a program level that allows access to

better rewards might include a new profile badge, and should include 3-5 tasks that follow a

progressive path towards the next level, and greater recognition.

The path the program takes must be customized to reflect your product and services, program

goals and the profile of your top program users.

This also requires an understanding of what incentives are not – compensation. Incentives are

meant to motivate future behavior. Compensation is merely payment for past activity. The

difference can become slight, but it is important to note.

A Solid Structure and a Malleable Core Within your overall program’s architecture, you must adapt at the personal level previously discussed.

Far from being a challenge that must be overcome for your program to be successful, adaptation should

be an integral part of the approach itself. It should be seen as the end result and primary benefit of the

program’s features, while expressing the following characteristics:

Flexible – As your users interact with your program, elements should change and evolve to meet

their needs. The acceptance and use of both engagement activities and rewards should be

automatically analyzed for patterns of preferences, while it should be understood that a

meaningful reward for a new user is different than for someone with a much longer

relationship.

Inquisitive – Using surveys and contests, program users should be allowed to choose their next

reward from a selection of options. Other innovative ways of exploring core desires should

motivate user-behavior to ensure that your program remains ahead of the curve.

Alert – Regular updates and program adjustments should continually fine-tune your program’s

approach to your users to encourage, in turn, a robust response. The more you use your

program to react to your user’s needs and wants, the greater their loyalty and willingness to act.

Approachable – Adaptation is serious business. The program, overall, still needs to maintain a

friendly demeanor. Though you must respond to your users with haste, never lose track of your

program’s voice. Be polite during all interactions and learn to deploy humor effectively, when

appropriate.

For an illustrative example of a company proving the ethos of adaptability, consider Netflix. This is a

company that started a mail-order DVD business which became so successful that it drove the iconic

Blockbuster rental chain out of business. It has since transformed itself into a content creator that


Page 10

develops and streams its own programming, along with that of other partners, on a platform available

nearly anywhere there’s a screen.

2In 2013, Netflix surpassed HBO in number of subscribers at 30 million and

its programming was nominated for, and won, a slew of Emmy awards and

Golden Globes. So how did this mail-order business turn itself into a major

Hollywood playmaker to the delight of its millions of subscribers?

They accomplished this by never resting, always testing, and staying

focused on their subscriber’s quality of experience. The path was not

always smooth, but their success is undeniable.

3Netflix began research and development of video streaming services in

2001. It was not until a full decade later that streaming was finally offered

as a standalone product completely separate from its mail-order offering.

Throughout that decade of development, Netflix continuously tested its services and abilities on small

segments of users. Once quality streaming became a reality, Netflix continued to follow their users

where they wanted to go: content, content and a lot more content.

Implementing Change (exactly when needed) An adaptive program gives you the insight needed to know when to move, where to go, and how your

users currently prefer to be engaged. Building your program from the ground up, so that it always

contains elements in transition in support of greater growth, helps ensure that your program remains

relevant for the long-term. Keeping your program fresh and adaptive means developing it from the

beginning around a framework of best practices:

Review (how your program is used) Schedule at least one hour per week to review all relevant data regarding your users with your team.

Include information beyond program activity data, such as interactions tracked through your CRM

system.

Refresh (your approach to engaging your users) Aggressively schedule program updates. If an initial test of a new message, incentive, or reward on a

particular segment demonstrates a high potential for success, quickly implement it across the entire

program. Encourage all program stakeholders to pursue ways of reducing friction and increasing

engagement.

Change (as you grow, and keep up with your program’s users) Always have your program doing something, even if it means going with your gut. This does not mean

inventing busy-work. Change should be highly automated. It does mean taking risks in pursuit of

optimization, but of course you should always minimize exposure by testing ideas on segments before

introducing them to a broader audience.


Page 11

Controlling Lifetime Value Program growth is regularly generated through a careful balance between the creativity and initiative of

a program’s users, and the needs of the business. A balance maintained through smart program controls

that influence the interactions of multiple stakeholders to encourage the continued use of activities that

benefit your brand. This allows program managers to use incentives as leverage to gain desired

behaviors and activities.

In other words, mostly use carrots, but don’t be afraid of a little stick.

A smart program focuses on building the relationships that lead to a lifetime of value. It means using

your users’ first names at every opportunity, knowing when major anniversaries might soon be

approaching, and inserting the date of their first purchases in every email you send (and thanking them

each time). A well-controlled program can even recognize the birthdays of users’ extended families,

which can play a role when planning targeted promotions.

These features encourage greater engagement from your users and encourage a lifetime of long-term

program buy-in, as does insisting on a series of 3-5 tasks before promoting users to a higher program

level with more prestigious rewards. The same goes for polite messages informing users that bonus

points await them with every third activity complete, especially when they already have two.

Smart controls provide just the right type of push, exactly when needed.

User-tracking abilities have grown enormously in just the past few years, creating an opportunity for

developing highly specialized segments of users and channel sales in a way that simply was not possible

just a very short while ago. These capabilities allow you to control the growth and momentum of your

program by offering targeted and timed incentives and rewards to keep your users excited and engaged.

There always remain market forces beyond the reach of any data analysis. There is no amount of data

that will allow your program to anticipate every potential occurrence. Fortunately, this inherent truth

also illuminates a valuable aspect of any well designed program.

Going through the process of personalizing your program and keeping it adaptive also serves to

strengthen the relationship you have with your users. You can always exert influence and control over

the relationship by keeping your program engaged. Engagement can help those relationships endure

during more challenging times.

Smart Controls – How to Create and Use Them

“If you can't control your peanut butter, you can't expect to control your life.”

-- Bill Watterson --

NextBee

http://www.goodreads.com/author/show/13778.Bill_Watterson


Page 12

Individually, attention to the types of details that allow you to exert ever-greater control over your

program may seem no more than a polite way to conduct business. As the number of users participating

in your engagement program increases, patterns will begin to emerge that can help illuminate the most

valuable direction a program can take, as well as offer insights on how to encourage your users to take

you towards growth. While the value of a controlled program can be immediately apparent, its true

worth becomes demonstrated over time.

Characteristics of a Well-Controlled Program Taking advantage of the opportunities these patterns represent requires a systemic approach to

program control. This means agreeing to guidelines on what does, and does not, qualify as actionable

information that can be used to direct to program’s growth:

Tracked – Whether through a robust, tagged, tracking system, or advanced browser-based

tracking, you must always make every effort, within reason, to expand the number of ways you

follow your users as they interact with your brand. Though assumptions can often prove correct,

it is better to not have to make them at all.

Persistent – Though a small bump in activity from one-off promotions can certainly prove

valuable, real momentum is created with consistency. A strategy must not only work to be

effective, it must work repeatedly. Otherwise, the needed ROI simply will not break through.

Sustainable – Some aspects of your program will be set on auto-pilot from the moment it is

initiated, such as a brief ‘thank you’ message for joining the program. Others will require a

greater level of attention from the program administrator or other team members. As new

opportunities create new tasks, you must ensure the resources are available to ensure their

success.

Reliable – When program users see that their actions have an impact, they will stay engaged

long-term. Through their actions, they demonstrate a desire to form a strong relationship with

your product or service. So long as the program stays relevant, they will actively seek to nurture

the relationship’s growth themselves.


Page 13

Best Practices (for increasing lifetime value) Knowing which tracked information is valuable, and which represents a momentary spike that will not

be repeated, is often referred to as ‘Hearing the signal through the noise.’ By developing and following

guidelines for reviewing your users’ activity data, you can understand the difference between those

signals for yourself. From users who indicate action should be taken, to the statistical noise that

represents momentary concerns, but no long-term pattern.

Observing how your users interact with your program, and creating guidelines for using relevant

program activity data, requires the complete integrity of your program, including the security of your

users’ information and data. Following industry-standard security protocols and exceeding best

practices guarantee that you will make program decisions based on accurate data, while assuring your

users that you value their information and protect it.

Developing and using you own guidelines is how program control can be maintained. Those guidelines

should, in general, follow three important tenets:

Customize (for your users as much as you can) You should consistently be looking at your segments and discovering more. Basic demographics are both

the standard and just the beginning. Segmenting by rewards preference may indicate something

interesting that can be further explored. You simply do not know until you try, and segments allow you

to always be trying, without the risk of testing new ideas on your entire user base.

Map (the journey of your best users) Know the path you want your users to take. Sketch out how they join the program, what they do first,

what they do next, how long you expect it to take to gain the first reward, and more. Create unique

incentives for each interaction, and know that not every interaction requires one.

Plan (ahead, so you’re ready when it’s time to re-engage)

A controlled response is always a well-prepared one. Familiarity breeds acceptance, and success leads to

even more support. It is easy to find fans of a sports team when the team is winning. Likewise, many of

those users who demonstrated little interest during your program’s launch will become much more

interested as the program’s success becomes more and more apparent. As your base of users continues

to expand the use of the engagement tools available to them, seek to leverage their activity by returning

and re-engaging your original base of customers.


Page 14

Increasing User Excitement Every program involves tasks in pursuit of a goal. Both the design of the tasks, and the rewards,

contribute to the overall enjoyment of the program. The best programs make all of their tasks so fun

and exciting that completing them becomes addictive.

Effectively using your program to generate excitement is part learned intuition and part smart design. In

many ways you already know how. Whenever you interact with one of your best customers, that person

usually knows it. Your approach, demeanor, and behavior changes to fit the preferences of the

important person before you.

From your program’s perspective, every customer should be afforded the same attention, not just your

best. Each customer holds the potential to be a fantastic advocate on your behalf. The significance of

engaging with customers appropriately is clear since their lifetime value to the company is so great.

When you engage your customers on this intimate level, they become excited.

Do your users mostly communicate with their friends through email or social media? Would they prefer

a coupon on a future purchase, a discount on the current purchase, or points towards a larger reward?

Do they interact more with a clean interface with different sections behind different tabs, or do they

want just one big page with all the information they could possibly need readily visible?

With the understanding of these questions firmly in hand, you can build a strong base of users who are

demonstrably excited to actively engage their friends, families, and associates for the benefit of your

product or service.

By designing your program to engage early and often with early adopters, in an effort to excite those

who demonstrate an active willingness to support your program, you lay the groundwork for aggressive

expansion and growth. These early program adopters typically demonstrate an influence that matches

their number of contacts. Friends, and many others, often look to these types of program users for

information, ideas, and products that can genuinely add value to their lives. Their opinion is held very

highly among those in their networks. When they get excited, so do their friends.

We do not mean to suggest that you should seek to become friends yourself with active program users.

Generating excitement must be smart if it is to be successful. Though some individual interaction may

occur - such as a direct follow-up to a survey response - individual interaction is not the goal. The goal is

to make the program better.

An Exciting Experience at Every Touch Point

“Life is an exciting business, and most exciting when it is lived for others.”

-- Helen Keller --

NextBee


Page 15

Typically, a user reaches VIP status, or its equivalent, through regular purchases. In other words, those

who spend the most money receive the most attention and get the best deals. Your program offers the

ability to engage with a different VIP. Someone who may not regularly commit to outsized purchases,

but who does demonstrate an outsized influence.

Leveraging this influence on your behalf, and being rewarded for it, achieves the same effect as the

traditional VIP – only instead of one person making many purchases, it is several people making several

purchases. Many of these users will also demonstrate an ability to influence the preferences of their

friends, thereby creating virtuous cycles of new users who become active referrers, leading to higher

sales, greater program growth, and more new users – which continues the cycle.

The Program Stays Exciting, You Implement Solutions Understanding the need to engage more directly with those program users who demonstrate preferable

attributes, and defining what those attributes are, can be two very different things. Often created from

a mixture of demographics and activity data, the segment that represents your VIP users regularly

shares the following characteristics:

Social – Your top program users will engage across two or more social networks in addition to

regular email. They may not be heavy users in all of them, but they do demonstrate a regularity

that shows a high comfort level with each. Your program must meet them where they are,

everywhere.

Positive – Top program users always go above and beyond with regularity. They’re always up for

a good time with their friends. They fill out surveys, take an active role in contests and

sweepstakes, drive group achievements, and go out of their way to encourage others to do the

same. Use their responses to understand which activities will be broadly popular.

Engaged – Top program users will often make the effort to add additional information in

comment boxes. In fact, the purpose of comment boxes in surveys may be solely to identify

those who are likely to become power users of your program. Those who use comment boxes

indicate a willingness to be more involved with the growth of the program.

Consider the popular subscription program, Amazon Prime. Typical subscription models of engagement

offer a discount on a product or service if the customer agrees to a regularly occurring purchase. The

value is in the product. The value of the subscription for the customer is the product at a cheaper price,

plus the ease of a regular schedule managed by someone else.

Amazon did not follow this model when developing their Prime program. Instead, they viewed the

entire customer experience holistically. Customers were already receiving a discount on most items

when compared to traditional brick-and-mortar stores. Doing more of the same – providing a greater

discount – was viewed as providing a reward for behavior that was already occurring, instead of an

incentive that would encourage greater engagement.


Page 16

Instead, Amazon placed its incentive in the

context of what would excite their users the

most: time. By offering “free” two-day

shipping on most items, they created a

successful engagement program that placed

its value in the online shopping experience,

and then offered an incentive that

increased the attractiveness of that

experience.

6Amazon’s Prime program has been an

enormous success since its launch in 2005.

By the end of 2012, it had an estimated 10 million users. Amazon reports that its members are their best

customers, regularly purchasing twice the number of products when compared to the company’s non-

Prime member customers.

Every business is, of course, unique. No one will be able to replicate Amazon’s, or anyone else’s exact

path to success. Nor does anyone need to try. You are already well aware of the process involved with a

new customer who is making a purchase, since you already know the steps they have to take and the

overall experience they have while making a purchase.

Your Users’ Experience (and how to engage it) You know your customers’ experience already. By making use of their activity data, you can come to

understand what, within that experience, they value. Creating this opportunity for a systemic increase in

user engagement generally requires following three important steps:

Specify (the experience you expect your users to have) Make certain that you retain complete focus on the value you want to bring to your users’ experience.

Explore where that experience can be improved. Always ask yourself, and your top program users, how

the essential elements of the experience you offer can be leveraged for greater engagement.

Distill (your program goals into distinct engagement activities) Focus the goals of you program and separate each of them into different engagement points. Develop,

deploy, and test different incentives for each engagement point. As you continue to progress and

engage across multiple platforms, and in multiple ways, look for methods of streamlining your approach.

Motivate (with incentives that provoke an intrinsic value) Provide incentives that invoke an intrinsic value you share with your users. If unsure, then make this a

point of inquiry when asking your favorite program members. Then combine that intrinsic value with the

inherent value of the incentives you choose. It is often a balance between the intrinsic value and

perceived monetary value of different incentives and rewards that drives user activities.


Page 17

Energizing your affiliates and encouraging them to take part in activities that help them earn greater

rewards while you enjoy an increase in sales. That’s the result of an affiliate program operating on the

principles of PACE. A robust affiliate program should move beyond gaining traffic through banner

impressions and motivating users with cash payouts. It can develop into complete promotional support

where your affiliates join a wider community of customers and supporters.

Affiliates work hard to develop their audience.

Earning a loyal following online is time consuming

and can involve a good deal of one-to-one

interaction. Popular bloggers, social influencers,

online retailers, and even list owners know that

they deserve to be rewarded for their efforts.

A robust platform that can adapt a variety of

engagement widgets and appeal to a targeted

base of users increases the earning potential of

everyone involved. With every innovation,

NextBee keeps the focus where it belongs, on the

customer experience.

Affiliates often earn their followers by developing

an audience interested in micro-niche topics. At

least, that’s the initial motivator. Everyone naturally possesses a wide variety of interests. Good affiliates

are adept at developing communities that broaden their viewpoints as the community grows. Partnering

with these affiliates provides valuable access to diverse and growing communities who may not

otherwise become easily exposed to your products and services. Leading directly to new customers and

an increase in sales.

As technology has advanced, affiliate programs have moved far beyond placing banner ads on affiliate

websites. Dynamic sharing widgets allow for a variety of motivating activities, from regular contests and

sweepstakes to segmentation of both messaging and incentives, the number of ways to generate new

customers grows almost daily.

An Affiliate Program with PACE

“Affiliates carry your message forward to the wider world. Their audiences are diverse. Their

interests are broad. Their value unmatched. An affiliate’s ability to drive enthusiastic new

customers towards your products and services cannot be exaggerated.”

-- NextBee --

NextBee


Page 18

An Affiliate’s Lifetime Value Beyond increasing sales, a robust program can help ensure your stability and growth during any

economic climate. An affiliate program does this by developing a network of support for your business

that constantly expands the market reach of your products and services.

Engagement activities will continuously deepen the relationship your business has with your affiliates.

They are how your program demonstrates to your affiliates that you value their activities a great deal. A

program that can adapt and grow along with your affiliates will help you continuously expand your reach

even when the market seems persistently static.

Your affiliates will grow fond of favorite activities, look forward to doing them and expect to be

rewarded for their participation. Use their demonstrated desire as leverage to motivate behaviors and

activities that help you meet and exceed your program’s goals. Control the direction of your brand

advocacy program users’ energy and harness it to be as effective on your behalf as possible by

structuring the program’s approach as follows:

Goal: Increased sales through affiliates

Method: Make it simple, easy and fun – Your program can make every reward, including

cash payments, a near effortless process. All necessary documentation can be

handled automatically. Freeing your affiliates to focus on what matters most,

driving new customers towards your products and services.

Goal: Greater engagement among affiliate followers

Method: A personalized approach – Your affiliate program can offer several options for

engaging users. Conducting channel specific sweepstakes, contests and other

personalized promotions helps reach each affiliate follower in the manner best

suited to them, increasing engagement and driving growth.

Goal: Reaching a larger audience through distributors

Method: Develop every network – It can be natural to use new tools, such as contests

and sweepstakes, with new affiliate channels, like popular bloggers. It is also

important to extend the use of those tools to established partners, such as your

distributors. Provide incentives to distributors to encourage the adoption of

program activities to accelerate buy-in and increase growth.

Developing a truly robust program is a primary key to success. It is what will establish emotional touch

points that lead directly to affiliate program users taking action.

Customers know that personal service is better service. They value it a great deal. When they know that

their activities and actions have a real impact on their own experience, and not just your bottom line,

they react. The more your affiliates become involved with your program, the more likely they are to

remain a valuable channel for a very long time.


Page 19

Turn Passive Affiliates into Active Advocates You want your program to be filled with power users who understand the value and benefit of

aggressively advocating on your behalf. To do this, you must understand not only what your data shows

you that works, but who your top affiliates are as people. Your program can provide the tools you need

to create a deepened relationship that drives program growth and sales.

Create a Profile of Your Top Users – Informally Identify the demographic and psychographic

characteristics your top users share. Be as general or specific in your profile as seems most

appropriate to you. Turn the profile into a survey and ask your top users if they identify with the

description. You can even gauge importance of a profile’s elements by creating segmented

rewards and tracking popularity

Effectively Engage Underperforming Users – Look specifically for those users who shares similar

characteristics with your profile of a top user. Offer a program ‘Tips & Tricks’ guide and VIP

access to greater incentives and rewards to users who guarantee future action within a set time

period. Continue to extend access so long as they continue to perform.

Encourage Creative Message Deployment – Provide short messages that can be spoken offline

with family, friends and acquaintances. Encourage your program users to reach out to members

of any online forums in which they’re active. Suggest they join and become active in ‘Question &

Answer’ sites and other forums where their expertise and opinion will be valued.

Expand the Definition of an Incentive An incentive does not necessarily have to translate into something with a clear monetary value. The

right incentive, or series of incentives, involves three primary characteristics:

Thoughtfulness – The incentive should express a deeper than casual knowledge, much like

choosing a gift for a significant other.

Understanding – A shared point-of-view demonstrates empathy beyond the mere knowledge of

what your users’ value. An incentive can demonstrate an outlook on the world that you and

your users share. Sometimes, the real reward is helping others.

Reflection – Your users, clients, and employees must see themselves in the incentive. The

rewards must invoke those values you actively wish to see expressed in this world.

Incentives are an investment. They induce future behavior that will be profitable. Keeping your

incentives fresh is how your affiliate program will remain relevant in the lives of your users.


Page 20

How Partnering with Bloggers Drives Sales It begins with a labor of love and grows from there. Like with any endeavor, that growth is not

automatic. It requires real work and passion. Overtime, popular bloggers acquire the tools and know-

how to engage their budding communities. An affiliate program is one of the more powerful tools

available to bloggers. A well designed program can provide them a near effortless way to offer more

dynamic content and increases community engagement through regular activities and incentives.

By demonstrating their knowledge and expertise with regular blog posts, and cultivating the readership

of a large following, popular bloggers develop a close trust with their many readers. Their opinion is

valued. Recommendations and referrals carry increased weight among their followers. Leveraging that

trust helps popular bloggers see the value of their hard work, while providing their community access to

quality products and services.

A smart affiliate program utilizes robust tracking to better understand the choices made by a blogger’s

audience. As actionable data is generated, the program can be adapted to fit the demonstrated

preferences of this audience. The program can come to know which activities and incentives generate

the greatest response. Maximizing the programs value for both you and your affiliate bloggers.

Based on your affiliate program goals, a variety of incentives and strategies can be deployed to engage a

blogger’s audience. It’s important to match the affiliate program features to your goals to quickly gain

the results you seek. It is helpful to think of these features by the general category they fall into:

Viral engagement – Attract new customers by sharing a trackable image through your blogger

affiliates and use them to promote a regular sweepstakes.

Personalized experience – Use your program activity data to create channels and segments, and

provide special incentives and rewards targeted towards each.

Follow your leads – Track every step along the entire buy-cycle of new customers generated by

your affiliate program. Use this data to design incentives that eliminate any sales friction and to

increase the lifetime value of your customers.

Any affiliate program offers an extraordinary opportunity for aggressive growth. By partnering with

popular bloggers, every promotional effort can be quickly accelerated. For each affiliate involved in your

program, your reach into the marketplace extends further.

Affiliates also provide a better way of interacting with potential customers. Where traditional

advertising might fail, an affiliate program can succeed. Instead of potentially intrusive advertising of the

side, a blogger can place your content front and center within a post. Creating the ability to provide

potential customers helpful, detailed and informative information can begin a strong relationship before

your new customers even click through to your site.


Page 21

The Channel in Their Pocket Push notifications are set to drive engagement and interaction like never before. The power of placing

your program in the purse and pocket of every one of your users cannot be overstated. By pushing your

message directly to the most compelling screen in use today – our phones – engagement has become

more direct, personal and relevant than ever before.

Providing a branded engagement app to your affiliates increases the reach they have with their

followers and places your products and services and the largest number of screens possible.

Each affiliate can have their own branded mobile app that places your program directly into the hands

of every one of their followers. Now, when they send an important message out to all of their readers,

including content on your products and services, push notifications provide greater promotion

penetration than ever before.

Beyond superior promotion control, a branded mobile app with push notifications gives you the ability

to interact with your program users in a highly personalized manner. Allowing your program to leverage

an entire community of engaged users.

Stay in touch across multiple platforms – send automatic notifications when a user’s program

related post on social media is liked and shared by their friends, family and colleagues

Push motivational updates – automatically inform every program member whenever there’s a

change in the top 5 leaderboard positions of a contest

Creatively use innovative features – develop geo-targeting related activities and games, such as

rewarding users merely for visiting a certain store or area multiple times

Program users rely on their smartphones to keep them connected to the most important people,

activities and events in their lives. It’s the best platform for fostering a close personal relationship that

will provide a lifetime of value for both the user and your program. Instead of encouraging your program

users to interact with the program through your website, you can push important information and

activities directly to them.

When new rewards are added or earned, you can automatically push an image of the reward out to your

users. When their one social engagement away from earning bonus points, your program can push a

one-click method for achieving the incentive. If you want to form your users into teams and entire cities

into game boards, you can push your imagination to the limit of the possibilities that mobile enables.

Mobile platforms continue to develop innovative ways of facilitating activities and tracking your

program user’s preferences. By relying on an equally adaptive cloud-based platform, and by designing

many brand advocacy program features as plug-and-play software modules, NextBee remains well-

positioned to continue to merge the newest technologies with advanced features.


Page 22

Sow the Seeds for Your Success Many of the suggestions offered above track closely with the first-quarter action plan NextBee provides

to all their clients. Many more strategies remain for promoting your program to a growing community of

dedicated users. No matter the strategy, we often encourage our clients, as well as ourselves, to keep

the following points in mind:

Display a Sense of Humor – Note: this is different than, ‘Be Funny.’ It essentially means

provoking laughter while also being nice. Humor that mocks can, and will, quickly backfire.

Provide an Ego Boost – Go out of your way to design a program that reminds users what a great

decision they made by joining the program. When users consider your brand, it should work as a

mirror which reflects their best characteristics back to them.

Remain Useful – Offer important information, and keep your users updated on current trends.

Work to develop a program that becomes a true resource for your users by helping them to

remain up-to-date and connected with what matters in their lives.

Controversy – Don’t go courting it, but don’t be afraid of it either. A program that is afraid to

ruffle feathers in pursuit of its goals does not inspire confidence from its users. Make bold

decisions and stand by them.

Be Dramatic – Especially on social media posts. Write with a flair you normally wouldn’t and

reference events in flamboyant terms. It’s amazing!

Aim for the Heart – Humor works well because it provokes socially acceptable emotions. Pulling

the heart strings with a touching message can have a similar effect.

You do not need to take this general approach and posture always, though it is often effective to deploy

a healthy mix of many of these suggested items. If you have solid messaging that works, but suddenly

starts to go stale, it’s a good list to remember to ensure you are still following core principals.

An abundance of attention to detail is typically required when designing a new program. It needs to be

technically integrated and aesthetically pleasing; it needs to offer initial messaging and include

incentives that grab the attention of casual users and long-term customers.

When designed well, a program will almost always create excitement and gain some of the needed

attention on its own. A strong plan and solid execution will accelerate results.


Page i

NextBee’s Affiliate Program Features

Key Motivators for Program Participants

Rich media banners, captivating email newsletters, and dynamic social sharing widgets - NextBee offers proven tools for affiliate programs

Offer incentives and even cash back to your shoppers onsite with our integrated and seamless ability to offer rewards

Quickly launch a variety of affiliate promotions for your program, including lead generating sweepstakes, contests, and fun program quizzes

Use a custom-built personal reports dashboard to segment and analyze your affiliate program solution - track impressions, clicks, and purchases

Personalize monthly specials based on user segments you define, and provide easy to follow guides and promotion activity checklists

Track and automatically fulfill recurring and residual commission on each and every sale of each and every recruited customer

Guaranteed Results through Smart Controls

Segment channel sales and analyze where leads are coming from, their quality, and the impact of activities

View your customer’s every step along the entire sales process to engage, encourage, and offer specific incentives for each step towards the sale

Create associate channel sales partners with inside sales representatives to build a strong relationship with your affiliate program users

Easily create, track and automate

secondary commissions based on the proven performance of your best channel sales agents

NextBee managed payouts configured through secure PCI compliant payment sources to ensure receiving affiliate awards is easy

Test and analyze of all of your creative assets and messages to continuously improve engagement and optimize the performance of your agents

Appendix

NextBee


Page ii

Best of the Breed Technology Platform

Our flexible review option allows affiliate program admins to hold program credits as pending and only release when payment verification is confirmed

Our expert fraud prevention features proactive smart tools such as IP blocking and hashed data, plus automated security audits

Import existing partner data with automatic integration, ensuring all legacy data remains useful for understanding trends over time

Our integrated data integrity protocols and double redundancy tracking exceed industry standards and ensure worry-free system operations

Future proof your affiliate program and track without cookies using NextBee’s advanced cookieless server-based tracking option

Track multi-level sales through tight CRM integration, automatically connecting the dots between customer and affiliate activity through online and phone sales

Commitment to Success of the Program

Done-for-you affiliate payment fulfillment on all reward types, including automated tax form creation, reminders, and processing

Support for contacting and recruiting channel sales partners from within targeted geographic areas and industries

We facilitate data-driven proactive contact with any user who see activity indicates that their engagement is slowing

On-Demand support for setting-up and adjusting varying offers in the program to help exceed user expectations and keep the program fresh

Group webinar hosting and assistance with developing affiliate training modules, along with promotional assistance to channel partners for message optimization

Assistance compiling a potential affiliate list from a set of parameters you define through web research and initial contact message support


Page iii

Pricing Philosophy

How Do You Measure Potential? It can be hard to account for the cost of a customer or client that is not there, just as it can be difficult to

ascertain how much more valuable a skilled employee or team might become with the right incentives.

A comparison between the value of a repeat customer and someone one who only buys once is slightly

more straightforward. Even then, however, the definition of ‘repeat’ must be carefully considered or the

average value risks becoming meaningless.

When NextBee is approached, the question forms in many ways. How does NextBee structure its

programs to ensure the investment is worth the cost? What methods are used to measure success?

When can the company expect to see a return on its investment?

No matter how it may be framed, how quickly our programs becomes ROI positive is the most important

question we are ever asked.

No one can see the future, and there are always risks to any endeavor. However, we hope to provide a

‘behind-the-scenes’ look at the value received when compared to the costs of deployment, as well as

the additional value you should expect to receive from the implementation of the programs themselves.

The NextBee Guarantee

Unlimited Tech Support – Days, nights, weekends, and holidays: we’re here for you, always, at

no extra cost.

One Platform, Forever – All upgrades, enhancements, and new features can be made

continuously available for your program’s use.

No Price Increases – Stay within your program and most new benefits become yours at the

monthly price you pay now.


Page iv

Pricing Considerations

NextBee looks at a variety of factors when determining the cost of a program. Every client is unique.

Some are quite capable of handling their own customization needs, while other clients rely on NextBee’s

expertise extensively. Either way, you will only pay for what you need, nothing more. NextBee is focused

on what works – for our clients and for ourselves.

Campaign Duration (numbers quoted are leveled to $100 for comparison)

Short Term - 75% less than the cost of doing it yourself*.

Long Term - Equal to 25% of your first year returns.

Customization (numbers quoted are leveled to $100 for comparison)

We provide the API for you to customize for FREE.

Back End Customization - 75% less than the cost of doing it yourself*.

Front End Customization - 90% less than the cost of doing it yourself*.

Service Level (numbers quoted are leveled to $100 for comparison)

Accessing and using our tools after training is FREE

Monthly Checkpoint Program Management - 90% less than the average salary of a Marketing

Manager**.

Weekly Checkpoint - a dedicated Account Manager providing status reports as frequently as you

want them - 75% less than the average salary of a Marketing Manager**.

A clear understanding of your own goals in any program is necessary for a true cost analysis to be

conducted. NextBee prides itself on working closely with its clients to help ensure ROI expectations are

met and exceeded.

By keeping the implementation costs low, the additional value generated by increased sales, more

frequent sales and more productive employees occurs quickly. The growth is often measurable in a very

short period of time.

*NextBee has a team of highly skilled in-house programmers. We know the general cost of an experienced programmer and

make use of economies of scale to greatly reduce this cost for our clients. The cost comparison is based on our experience and

experiences may vary. In fact, that’s why we offer you the API for free.

**The average salary of a Marketing Manager in the United States as reported by Salary.com on 01/15/2014


Page v

The Value Received

NextBee’s pricing structure must reflect more than the base cost of deploying a program. It needs to

encompass the full value of the service NextBee provides, as well as the considerable time, effort, and

talent demonstrated daily by NextBee’s employees. Consider the following:

A study conducted by Goethe University’s School of Business and Economics found the average

value of a referred customer to be 16% higher than a comparable customer.

Inc.com recently ran a report noting that repeat, loyal customers spend 67% more on average

than new, first-time customers.

A similar study conducted by Mainspring on behalf of Bain & Co. concluded that it was actually

impossible for ecommerce companies to earn a profit from one-time shoppers.

CBS reported on a review of 31 case studies that showed the average cost of replacing an

employee to be the equivalent of 20% of their base salary.

An analysis of a business survey conducted by Gallop found a 50% increase in productivity for

companies that engaged their employees with incentives the most vs. those that did the least.

NextBee’s programs can create repeat customers and clients made more valuable through regular,

repeat, purchases, along with engaged employees proactively improving the company’s bottom line. All

programs include baked-in tools designed for quick and easy analysis, allowing you to see exactly how

well your program is working in real time. These are the benefits NextBee considers when designing our

pricing philosophy.

How those benefits translate to your specific situation and unique business depends on an open and

honest discussion of your current abilities, limitations, and goals. NextBee prides itself on the flexibility

of its approach and the scalability of its software. We remain committed to providing incentive solutions

to companies of all sizes, in every industry and market.


Page vi

Program Benefit Analysis No two clients are alike, and neither is their base of users. That does not mean it is impossible to know

the value your program provides. The reach of your affiliates will be both far and wide. However, it will

not be all encompassing. Each will have their focus and specialty. Any ROI analysis should focus on three

specific impacts that will actively contribute to your program’s success.

*1st Impact – Webmasters & Traffic Hubs

Number of Affiliates in your program _____

Average number of unique visitors to affiliate sites _____

Percentage month-over-month increase in referrals from these channels

10% Impacted by Promotions

Number of sites featuring increased branding _____

Percentage increase in leads funnel _____%

*2nd Impact – Member Organizations & Community Hubs

Less cost from reduced one-to-one sales call volume _____

Percentage increase in customer lifetime value 20% Impacted by Engagement

Social effect – expected percentage increase in referrals from social media activities

10% Impacted by Promotions

*3rd Impact –Distributors & Value Added Resellers

Less cost from reduction in customer service calls _____

Percentage margin increase from premium pricing 10%

Increase in lead funnel from expanded reach 1.25x Impacted by Incentives

*Figures used for illustrative purposes only and are not intended to reflect the performance of any particular program. Results

vary based on market conditions and program features.


Page vii

Document Sources

1http://a.abcnews.com/images/Technology/ht_twitter_comcast_ll_131009_16x9_992.jpg 2http://www.inc.com/peter-cohan/3-start-up-lessons-from-netflix-master-of-adaptation.html

Netflix Graphic:

http://online.wsj.com/news/articles/SB10001424052702303902404579149883903402974 3http://www.forbes.com/sites/chunkamui/2011/03/17/how-netflix-innovates-and-wins/ 4http://www.emarketer.com/Article/Twitter-Use-Rises-Across-US-Age-Groups/1010119 6http://www.geekwire.com/2013/amazon-prime-10m-members-counting/


Page viii

Document License

I. REQUIREMENTS ON BOTH UNMODIFIED AND MODIFIED VERSIONS

The Open Publication works may be reproduced and distributed in whole or in part, in any medium

physical or electronic, provided that the terms of this license are adhered to, and that this license or an

incorporation of it by reference (with any options elected by the author(s) and/or publisher) is displayed

in the reproduction.

Proper form for an incorporation by reference is as follows:

Copyright (c) <year> by <author's name or designee>. This material may be distributed only subject to

the terms and conditions set forth in the Open Publication License, v1.0 or later (the latest version is

presently available athttp://www.opencontent.org/openpub/).

The reference must be immediately followed with any options elected by the author(s) and/or publisher

of the document (see section VI).

Commercial redistribution of Open Publication-licensed material is permitted.

Any publication in standard (paper) book form shall require the citation of the original publisher and

author. The names of the publisher and author shall appear on all outer surfaces of the book. On all

outer surfaces of the book the original publisher's name shall be as large as the title of the work and

cited as possessive with respect to the title.

II. COPYRIGHT

The copyright to each Open Publication is owned by its author(s) or designee.

III. SCOPE OF LICENSE

The following license terms apply to all Open Publication works, unless otherwise explicitly stated in the

document.

Mere aggregation of Open Publication works or a portion of an Open Publication work with other works

or programs on the same media shall not cause this license to apply to those other works. The aggregate

work shall contain a notice specifying the inclusion of the Open Publication material and appropriate

copyright notice.

SEVERABILITY. If any part of this license is found to be unenforceable in any jurisdiction, the remaining

http://www.opencontent.org/openpub/


Page ix

portions of the license remain in force.

NO WARRANTY. Open Publication works are licensed and provided "as is" without warranty of any kind,

express or implied, including, but not limited to, the implied warranties of merchantability and fitness

for a particular purpose or a warranty of non-infringement.

IV. REQUIREMENTS ON MODIFIED WORKS

All modified versions of documents covered by this license, including translations, anthologies,

compilations, and partial documents, must meet the following requirements:

1. The modified version must be labeled as such. 2. The person making the modifications must be identified and the modifications dated. 3. Acknowledgement of the original author and publisher if applicable must be retained according

to normal academic citation practices. 4. The location of the original unmodified document must be identified. 5. The original author's (or authors') name(s) may not be used to assert or imply endorsement of

the resulting document without the original author's (or authors') permission.

V. GOOD-PRACTICE RECOMMENDATIONS

In addition to the requirements of this license, it is requested from and strongly recommended of

redistributors that:

1. If you are distributing Open Publication works on hardcopy or CD-ROM, you provide email notification to the authors of your intent to redistribute at least thirty days before your manuscript or media freeze, to give the authors time to provide updated documents. This notification should describe modifications, if any, made to the document.

2. All substantive modifications (including deletions) be either clearly marked up in the document or else described in an attachment to the document.

3. Finally, while it is not mandatory under this license, it is considered good form to offer a free copy of any hardcopy and CD-ROM expression of an Open Publication-licensed work to its author(s).

VI. LICENSE OPTIONS

The author(s) and/or publisher of an Open Publication-licensed document may elect certain options by

appending language to the reference to or copy of the license. These options are considered part of the

license instance and must be included with the license (or its incorporation by reference) in derived

works.


Page x

A. To prohibit distribution of substantively modified versions without the explicit permission of the

author(s). "Substantive modification" is defined as a change to the semantic content of the document,

and excludes mere changes in format or typographical corrections.

To accomplish this, add the phrase `Distribution of substantively modified versions of this document is

prohibited without the explicit permission of the copyright holder' to the license reference or copy.

B. To prohibit any publication of this work or derivative works in whole or in part in standard (paper)

book form for commercial purposes unless prior permission is obtained from the copyright holder.

To accomplish this, add the phrase 'Distribution of the work or derivative of the work in any standard

(paper) book form is prohibited unless prior permission is obtained from the copyright holder' to the

license reference or copy.

Documents

Affiliate Program Powered by PACE Methodology