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Round Table Discussion Top 10 Things that One Side Doesn’t Know About the Other Affiliate Summit East Orlando, FL July PowerPoint Presentation
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Top 10 Things that One Side Doesn’t Know About the Other. Round Table Discussion Top 10 Things that One Side Doesn’t Know About the Other Affiliate Summit East Orlando, FL July 8-11 2006. Round Table Discussion: Top 10 things that One Side Doesn't Know About the Other

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Top 10 Things that One Side Doesn’t Know About the Other

Round Table DiscussionTop 10 Things that One Side Doesn’t Know About the OtherAffiliate Summit EastOrlando, FL July 8-11 2006

Round Table Discussion:

Top 10 things that One Side Doesn't Know About the Other

Brian Littleton - Founder/CEO ShareASale.com

10 affiliates need a datafeed and not all are created equal

Top 10 Things that One Side Doesn’t Know About the Other

Hey Merchants!

#10 – Affiliates need a Datafeed, and not all are created equal.

  • Primarily for content, aggregator, and price comparison affiliates
  • Category structure is not optional – it is mandatory
  • If not on a network platform, consider an industry standard…
    • See http://forum.abestweb.com/showthread.php?t=64131
  • Tools can help affiliates utilize your datafeed – embrace a select group – but these do NOT replace the need for a good datafeed.
    • GoldenCAN (www.goldenCAN.com)
    • WebMerge (www.fourthworld.com)
    • Product Showcase Creator (www.afftools.com)

Round Table Discussion:

Top 10 things that One Side Doesn't Know About the Other

Brian Littleton - Founder/CEO ShareASale.com

9 we would love to know who you are

Top 10 Things that One Side Doesn’t Know About the Other

Hey Affiliates!

#9 – We would love to know who you are.

  • Privacy is a large issue for affiliates – for good reason.
  • A call or email to your Merchant AM can go an extremely long way in easing their own fear, and may help you get a better deal/commission/notification down the road.
  • You should expect respect and privacy – however, it is a growing trend that Merchants are becoming less willing to work with Affiliates whom they can’t contact. Be proactive, help your Merchant – and they will help you.
  • Set the boundaries for them – and you’ll get off to a good start.
  • Bouncing emails drive us (Merchants) crazy – and often we are under pressure from our higher-ups to remove and clean these out.

Round Table Discussion:

Top 10 things that One Side Doesn't Know About the Other

Brian Littleton - Founder/CEO ShareASale.com

8 affiliate ppc links are not acceptable on your site

Top 10 Things that One Side Doesn’t Know About the Other

Hey Merchants!

#8 – Affiliate/PPC links are not acceptable on your site.

  • Affiliates spend money to bring traffic to a Merchant site.
  • Consider it a privilege to have the traffic coming your way – there is an oversupply of Merchant programs.
  • Links offsite that do not compensate an affiliate for traffic is one of the fastest ways to lose a potential/current affiliate. It may also violate agreements on certain platforms/networks.
  • If utilizing an 800 number – find a way to make it commissionable. This is enormously important to affiliates and can separate your program from the rest.

Round Table Discussion:

Top 10 things that One Side Doesn't Know About the Other

Brian Littleton - Founder/CEO ShareASale.com

7 we worked really hard for our trademark service mark

Top 10 Things that One Side Doesn’t Know About the Other

Hey Affiliates!

#7 – We worked really hard for our Trademark/Service Mark

  • Participation in any Merchant program obviously needs to be done within the rules.
  • Not all sales are the same – a key misunderstanding.
  • Innovative, value-added, growth oriented customers will get you a higher commission rate.
  • Prior to any PPC campaign – it is simply a wise idea to contact your Merchant AM and find out what their feelings on the topic are. This will save you a future headache.

Round Table Discussion:

Top 10 things that One Side Doesn't Know About the Other

Brian Littleton - Founder/CEO ShareASale.com

6 regarding search we re better at it than you

Top 10 Things that One Side Doesn’t Know About the Other

Hey Merchants!

#6 – Regarding Search: We’re better at it than you.

  • Affiliates often have significant more experience in the search arena, both natural and PPC search.
  • Utilizing affiliates in the Trademark/Brand arena can be beneficial.
  • Don’t jump to conclusions, consider the data carefully.
  • Monitor carefully to keep a fair playing field. Data should be available in your affiliate platform: (example below)

Round Table Discussion:

Top 10 things that One Side Doesn't Know About the Other

Brian Littleton - Founder/CEO ShareASale.com

5 we are not out to get you

Top 10 Things that One Side Doesn’t Know About the Other

Hey Affiliates!

#5 – We are not out to get you.

  • Affiliate Managers as a whole look out for you and work for you within organizations.
  • We largely welcome and crave 3rd person constructive input on our programs.
  • Some of the best ideas that we have had as a network (ShareASale) have come directly from affiliates who wanted a better way to complete a specific task – the same can be done with individual Merchant programs.

Round Table Discussion:

Top 10 things that One Side Doesn't Know About the Other

Brian Littleton - Founder/CEO ShareASale.com

4 payment is a big concern

Top 10 Things that One Side Doesn’t Know About the Other

Hey Merchants!

#4 – Payment is a big concern.

  • If on a network platform, take every available measure to ensure that the program is online and current at all times.
  • If processing payments yourself – consider Direct Deposit options wherever possible and never delay payments without extraordinary cause.
  • If proccessing time is required for transactions (extensions) make the number as small as possible – remember: Affiliates are out-of-pocket for the traffic that comes to you.
  • Treat this issue with as much importance as you would your own paycheck.

Round Table Discussion:

Top 10 things that One Side Doesn't Know About the Other

Brian Littleton - Founder/CEO ShareASale.com

3 we could really benefit from some seasonal insights

Top 10 Things that One Side Doesn’t Know About the Other

Hey Merchants!

#3 – We could really benefit from some seasonal insights.

  • Merchandising help.
  • Affiliates don’t have access to product level data in most cases. All they see is “Sales up” or “Sales down”.
  • If there is a particular season for particular products – information is key.
  • Offline-media integration
  • Provide your affiliates with CONTENT
    • Reviews, Product descriptions, etc…

Round Table Discussion:

Top 10 things that One Side Doesn't Know About the Other

Brian Littleton - Founder/CEO ShareASale.com

2 we want to know someone is listening

Top 10 Things that One Side Doesn’t Know About the Other

Hey Affiliates!

#2 – We want to know someone is listening.

  • Theme: Communication, reach ability, confidence.
  • Offers that go out can often be extended just due to one affiliate’s feedback.
  • Instant Messenger: Download a program such as Trillian, give your IM handle to Merchants that you work with – it goes a long way.

Round Table Discussion:

Top 10 things that One Side Doesn't Know About the Other

Brian Littleton - Founder/CEO ShareASale.com

1 don t steal our data

Top 10 Things that One Side Doesn’t Know About the Other

Hey Merchants!

#1 – Don’t steal our data.

  • More and more, Merchants are looking at Affiliate Programs as a longer term strategy.
  • Qualified, quality and value-driven affiliates are coveted… and this comes with a long-term commitment.
  • Don’t look at us as an outsourced think-tank, we want to have confidence in a long term sustainable partnership.

Round Table Discussion:

Top 10 things that One Side Doesn't Know About the Other

Brian Littleton - Founder/CEO ShareASale.com

why am i qualified to tell you

Top 10 Things that One Side Doesn’t Know About the Other

Why am I qualified to tell you?

  • ShareASale founded/launched in the Spring of 2000
  • Strong and direct relationship with affiliates and merchants alike
  • Our motivation is to help make the relationship between the two smoother

Round Table Discussion:

Top 10 things that One Side Doesn't Know About the Other

Brian Littleton - Founder/CEO ShareASale.com