Affiliates and Affiliate Managers: Partners or Adversaries?
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This presentation is from Affiliate Summit West 2016 (January 10-12, 2016 in Las Vegas, NV). Session description: How can affiliate managers and affiliates work together but also maintain the necessary boundaries? Where do their interests overlap and where do they diverge? What does each have to offer the other?
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Affiliates and Affiliate Managers: Partners or Adversaries?
- 1. Affiliate Summit West 2016 Affiliates & Affiliate Managers: Partners or Adversaries Tricia Meyer, MeyerTech, LLC, @SunshineTricia Cindy Ballard, Greg Hoffman Consulting, @Cingroomer
- 3. Agenda • Recruitment and Joining Programs • Communication Methods • Negotiation • Information Sharing • Common v. Competing Goals • Affiliate Managers as Affiliates
- 4. Round 1
- 5. #1: Recruitment and Joining Programs • What do affiliate managers like to see in an application? • Be sure to list the site you will promote the merchant on. • How will you promote the merchant? • What can an affiliate do if she is rejected?
- 6. #1: Recruitment and Joining Programs • How do affiliates like to be recruited? • How can a merchant get an affiliate’s attention? • What turns affiliates off? • Do merchants get paid for the number of affiliates they add to a program?
- 7. Round 2
- 8. #2: Communication Methods “If affiliates don’t read their newsletters, it isn’t the affiliate manager’s fault they missed information.” --Cindy “Affiliate managers need to understand affiliates get 1000s of emails a week from merchants.” --Tricia
- 9. #2: Communication Methods • Newsletters • Social Media • Instant Messengers/Skype • Phone • Direct Email • Blog Posts • Conferences/Meetings
- 10. Round 3
- 11. #3: Negotiation • Homepage placement • Newsletter placement • Blog/Video reviews • Social Media mentions • Featured merchant in category
- 12. #3: Negotiation • Products to review • Exclusive coupons • Vanity codes • Commission increases • Prizes to give away • Bonuses • Trademark bidding rights • Slotting Fees
- 13. Round 4
- 14. #4: Information Sharing • Overall program stats • Types of sites doing well • Products selling well • Top performing links/coupons • Upcoming deals • Merchant-specific information
- 15. #4: Information Sharing • Specific sites doing well • Stats for individual affiliates • Suggested keywords other affiliates are using (long- tail or AdWords) • Ownership information of other sites
- 16. Round 5
- 17. #5: Common v. Competing Goals “Affiliate managers’ goals are not always in line with the affiliates.” --Tricia “Merchants often have different goals the affiliate managers must reach that affiliates may not like.” --Cindy
- 18. #5: Common v. Competing Goals • Overall program revenue • Overall commissions paid out • Number of active affiliates • Which affiliates make the most money in the program • OPMs that get kickbacks on sales • Commission rates
- 19. Round 6
- 20. #6: Affiliate Managers as Affiliates • Experience on the other side • Competition now or later • Not all affiliates know