The document discusses how affiliates and social media can work together to expand brand reach. It provides 7 ways to do this: 1) Build a brand through social media, 2) Gain followers, 3) Provide valuable and authentic content, 4) Leverage brand and sales messaging, 5) Measure success, 6) Use data, and 7) Trust instincts. Affiliates can help brands by acting as a powerful voice, creating buzz, and driving people to take action like following or purchasing. Social media should be used alongside other channels like SEO, PPC, and affiliates to understand the full customer journey.
3. Affiliate and Social Working Together
Affiliates marketing via social
platforms
Affiliates contribute to the Customer
Journey through other channels
outside of direct media buying
4. Affiliate and Social: 7 Ways to Expand Reach
1. Build a brand through social media
2. Gain followers
3. Provide valuable and authentic content
4. Leverage brand and sales messaging
5. Measure your success
6. Use the power of your data
7. Trust your Instincts
6. The Role Affiliates Play in The Social Ecosystem
Powerful voice: affiliates have the power to say what
brands can’t always say
Create buzz: affiliates add buzz and act as enablers from a
branding perspective
Take action: neutrality of publisher sites/emails/handles
can push peoples emotions to the point of following or
the point of sale
7. Social and The Greater Multi-channel Story
Invest in social: social is the way people “hear”
about your brand
Understand the Customer Journey: SEO, PPC, Organic,
are often the touchpoints taken immediately after social
as the consumer goes through the exploration process
Track everything: technology bridges the gap between
all channels
Optimize: experiment with different targeting and
budgets methodically to measure lift
9. Social Engagement
Social media as an active voice
Social is a platform to ACTIVELY interact with users as their
interest and needs are piqued
Social media is the place for your voice to be consistent
Brand gains personality with just a few accounts
10. Build your Following
Select social media strongholds
Social media tool should be primary application(s) of your audience
Many audiences still use multiple networks
Automate mundane tasks while maintaining strong content and brand voice
FollowLiker (Bot) and reasons it works/doesn’t work
Real follower dilemma
Leverage reciprocity as a social rule in a social media setting
11. Who to Target
Don’t be afraid to target very granularly for
your ideal demographic
Track organic vs. paid separately
Leverage re-targeting opportunities to stay
in front of your customers
Investment in good viral content leads to
cost-effective engagement opportunities
12. Not all social is alike
Instagram
Twitter
Facebook
Snapchat
14. What Works Best for Publishers
⦿ Collaboration
⦿ Filling a need in a confusing marketplace
⦿ Becoming an expert on this need and expanding from there
⦿ Trial and error
16. Brand Messaging vs. Sales Messaging
What is the difference?
What does your brand or website stand for?
What emotions and value should people draw from
your brand or website?
How do you talk to your customers and prospects?
How do your customers want to be talked to?
17. Best Practices: Sales Messaging
Differentiate: sales messaging from brand messaging
Less focus on building trust
More focus on customer acquisition
Identify the problem: customer base experiencing
issues
Present the solution: know how to enhance or
alleviate a pain point in your audience’s life
Demonstrate value: show your customer a reason
they can’t miss out on what ultimately will enhance
their life
18. Best Practices: Sales Messaging
Provide a clear CTA: pose the problem - present a solution -
provide the reason why
Equip advertisers: offer a clear CTA and solution for the
audience to solve their problem
Customize Messaging: make it fit your audience
20. Measuring Success
Brand building metrics:
Follows or shares
Comments
Sharing through pictures
Acquisition metrics:
Clicks/Click through rate (CTR)
Transactions/Conversion rate
Customer lifetime value (CLTV)
Time to conversion
21. Implement a Feedback Loop
Build a transparent relationship with your affiliates
Measure campaigns with as much detail as possible
Optimize Campaigns
Tweak design
Change content
Leverage Anecdotal Feedback
Affiliate insight
Reward Performance
Increase payout for quality traffic
23. Leverage Data Effectively
Use additional data obtained from social platforms to augment
your (potential) customer profiles
Analyze all touchpoints to understand how complex engagements
are occurring
Avoid first/last touch attribution
Use algorithmic/data-driven attribution if possible
Use linear if not
Tie ultimate customer lifetime value back to all
marketing campaign touchpoints (close the loop)
24. Know Your Audience
Regularly visit sites your target demographic frequents
Analyze interaction patterns before purchase decisions
No two verticals/businesses equal
Gather as much customer feedback as possible
26. Go with your Gut
DISCLAIMER
Analytics
There is no substitute for testing, analytics,
and actionable data
Proper research ensures top ROI
But gut…
Sometimes we don’t have time to test
Go with your gut
LEARN from what you choose
27. Create transparency with affiliates
Leverage effective messaging
Consider the entire customer journey at all times
Track and measure everything
Experiment, rinse and repeat
Key Takeaways
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Many touchpoints drive conversions
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Experiences with different social platforms
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Social media as an active voice
Always use Use Customer Journey insights to optimize
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Notes: This is crucial for saving time with experimentation
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Also provide examples here
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Refer to the beginning of how this fits with social and affiliate