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55 Must-Haves in Every
Affiliate Manager's Toolbox
Geno Prussakov
CEO, AM Navigator (affiliate management agency)
www.amnavigator.com
Founder, Affiliate Management Days (conference)
www.amdays.com
888-588-8866 | Washington, DC
[email protected] | @ePrussakov
.
Instead of IntroductionMethane - the most
common
hazardous gas in
the mines,
contributing to
more than 10,000
miner deaths
during the past 60
years.
Nitrogen dioxide (NO2) and carbon monoxide
(CO) are the two most dangerous and frequently
found gases in underground mines. They kill
quickly, without warning.Source: Miner's Manual: A Complete Guide to Health and Safety Protection on the Job by J. Davitt McAteer
Instead of Introduction
Miner's Canary & Analogy
2 Kinds of Tools
DIRECT INDIRECT
Originally intended for
affiliate managers
Those managers can
adapt for their usage
5 Key Responsibilities
Streamline It!
stream·line
verb /ˈstrēmˌlīn/
: to make (something) simpler, more effective, or more productiveSource: Merriam-Webster Dictionary
: to make (an organization or system) more efficient and effective
by employing faster or simpler working methodsSource: Google
Use tools to streamline the routine tasks
that support the 5 pillars!
- 1 -Tools for Recruitment
Linkdex Publisher Discovery
Interrogation of program-specific tracking domains
Linkdex Publisher Discovery
NerdyData
5IQ
Database of 125k+ affiliates sending traffic to
over 15k brands searchable by:
1. Category
2. Traffic source
3. Traffic destination (competitor analysis)
Fee is charged per line of exported data.
5IQ
Source: Technorati Media 2013 Digital Influence Report
Influencer Outreach
Bloggers & Niche Websites
BlogDash
Blogger LinkUp
eCairn.com (bloggers & communities)
GroupHigh.com
inkybee
Outreachr (websites & social profiles)
Pitch It To Me
“DO-IT” Approach to Bloggers
Key Elements:
o Disclosures
o Openness
o Incentives
o Targetedness
Source: AffiliateBenchmarks 2013 Global Advertiser Research Report
Most Desired Affiliate Types
Source: AffiliateBenchmarks 2013 Global Affiliate Research Report
Social Media Used by Affiliates
Social Networks
CircleCount (Google+)
FindPeopleOnPlus (Google+)
Google+ Ripples
AgoraPulse (Facebook and Twitter)
LinkedIn Tools:
LinkedIn.com/pulse/discover
LinkedIn “Posts” Search
Followerwonk
SocialBro
Topsy (analytics tool | see “Experts” section)
Twellow
Twitter Search
Cross-Platform
BuzzStream (all sorts of content websites)
Klout (an array of social media)
Kred (social media | check out “Communities”)
Little Bird
NOD3x
(free for Google+ and YouTube, upgrade for Twitter, FB, blogs)
PeerIndex
Simply Measured
(analytics tool for Twitter, FB, YouTube, Google+)
Similar Websites
SimilarSites.com
SimilarSites.com
Check out also their Firefox add-on & Chrome plugin!
More:
Related Websites (Chrome Plugin)
SimilarPages.com
SimilarSiteSearch.com
Similar Site Tools
Bonus: Google related:URL.com
Backlink Tools
SEOquake (free toolbar)
Ahrefs (from $79/mo)
Backlink Watch (free)
Bonus: Google link:URL.com
Email Address?
WHOIS Database
Peepmail
Peepmail
http://samy.pl/peepmail/
MailTester.com
Affiliate Directories
Nearly 1/5th of affiliates use them
Just a few to consider:
AffiliatesDirectory.com
AffiliateFirst.com
AffiliatePrograms.com
AffiliateRanker.com
AffiliateScout.com
AffiliateSeeking.com
AllAffiliatePrograms.com
AssociatePrograms.com
JamAffiliates.com
Top-Affiliate.com
Source: AffiliateBenchmarks 2013 Global Advertiser Research Report
Top Recruitment Methods (adv)
Source: AffStat 2014 Report by Affiliate Summit
Top Recruitment Methods (aff)
Find & Invite (on Network)
Find & Invite (on Network)
Find & Invite (on Network)
Free Exposure Opps (Network)
Examples:
o CJ: “CJ Monthly” newsletter
o Rakuten: “New & Notable Advertisers” blog
o ShareASale: “New & Notable Merchants”
posts, deals databases (regular & BF/CM)
o AvantLink: social media announcements
o Webgains: publisher newsletter
Paid Exposure Opps (Network)
Paid Exposure Opps (Network)
- 2 -Tools for Activation
Only ≈10% of Affiliates = Active
OPPORTUNITY!
Affiliate Segmentation
“As a retailer, you likely segment your
consumers…
Segmentation can also be applied to your
affiliate marketing channel. Just as different
types of customers require different levels of
service, different types of affiliates require
different resources.”
— Carolyn Kmet, former Director of Affiliate Marketing at Groupon
Affiliate Segmentation
Criteria:
o Type
o Performance
o Niches
o Terms/Payouts
Source: AffStat 2014 Report by Affiliate Summit
GROUP INDIVIDUAL
E.g.:
Regular newsletter
Segment-specific email
Announcement
E.g.:
Acceptance email
Tool/feed approval email
One-on-one outreach
Example
Congratulations! You have just been approved for FTP access to
the HalloweenMart.com's affiliate datafeed.
Import our datafeed soon, send $799 in sales by February 28,
2015, and I will deposit a $50 cash bonus (on top of your
commissions) into your ShareASale account. With our 30-day
affiliate-referred AOV exceeding $50, reaching this goal is not
hard, and we are looking forward to your participation!
- 3 -Tools for
Policing Compliance
Remember…
Do not call it a “violation” unless you’ve
defined it as such in your TOS!
What to Police
o Trademark abuse in paid search
in domain names
o Coupon usage
o FTC disclosures
o Brand placement(s)
BrandVerity (search)
BrandVerity (coupons)
Knockout value – metric which helps estimate
advertiser’s loss (expressed in percentage of the
time that the wrong ad is showing).
http://www.leadtrackr.com/leadtrackr.php?id=59995
The Search Monitor (search)
Typo Assassin (URLs)
CitizenHawk (URLs)
FTC Compliance (Disclosures)
Media Thirst
Monitoring Brand Placements
Brand = your most valuable asset.
Safeguard it!!
Linkdex for Policing (on SAS)
Filter on specific affiliate ID reveals sites with their links
Linkdex for Policing (on CJ)
Filter on tracking domain for a single affiliate ID
Link Intelligence Tools
Dissect redirects (for free) with:
Tamper Data (Firefox add-on)
Rex Swain's HTTP Viewer
Fiddler Web Debugger
Link Intelligence Example
Judging by Address Bar:
Tamper Data (However) Reveals:
CJ tracking URL
- 4 -Communication Tools
CRM Platform
HTML Editor
Streamline affiliate relationship management with
a CRM platform (e.g., Nimble, SugarCRM,
Salesforce CRM, InfusionSoft, Microsoft CRM).
E.g., Adobe Dreamweaver ($20/mo), Weebly
(from $4/mo), Firebug (free browser add-on),
Coding the Web (Chrome extension), etc.
- 5 -Optimization
(Intelligence Tools)
Keep in Mind…
Competitive intelligence – “the process
by which companies inform themselves
about every aspect of their rivals’
activities and performance”
(Christopher West, Competitive Intelligence, p. 12)
“The real purpose of competitive intelligence
is to learn and to act” …not merely
collect data or “develop information”.
(Seena Sharp, Competitive Intelligence Advantage, p 101)
SEMrush
SEMrush
SEMrush
AdSense publisher search yields prospective affiliates
(that offer space where competitor's ads appear)
R
C
T
E
A
Research (terms, stats, etc)
Evaluate (how you stack up)
Apply (the knowledge)
Craft (your own strategy)
Become Their Affiliate
Tear (them) apart!!
In Conclusion…
I think, at a child's birth, if a mother could ask a
fairy godmother to endow it with the most useful
gift, that gift should be curiosity.
— Eleanor Roosevelt
