Join three industry veterans in a discussion of the fundamental issues affiliate managers face when relaunching or revamping an affiliate program. Please bring your questions! Experience level: Beginner Target audience: Merchants/Advertisers, Networks Niche/vertical: Affiliate management Deborah Carney, Owner, ABCs Plus (Twitter @loxly) (Moderator) Amy Ely, Ecommerce Acquisition Manager, Under Armour (Twitter @aely) Kim Salvino, Director of Publisher Development, Chateau 20 (Twitter @kim_salvino)

1. How to Relaunch / Revamp
Your Affiliate Program
Deborah Carney, Team Loxly
Kim Salvino, Chateau 20
Amy Ely, Under Armour

2. Agenda
• Step 1: Assess Program Goals & Reputation
• Step 2: Evaluate the Competitive Landscape
• Step 3: Build A Strong Foundation
• Step 4: Confirm Tracking & Reporting
• Step 5: Review Your Affiliate List
• Step 6: Develop A Communication Plan
• Step 7: Launch!

3. What Are Your Goals?
Source: http://www.moviefanatic.com/gallery/scrat-in-ice-age-continental-drift/

4. Program Goals:
Establish Baseline KPIs
• Data, data, data….
• It’s not just the total number of affiliates
• Where does affiliate sit in the ecommerce revenue
stream?
Step 1: Assess Program Goals & Reputation

5. Reputation:
Assess Where You Stand
• Google search, forum search, affiliate survey
• Google alerts – set for you and competitors
• Accept the positives. Address the negatives.
Step 1: Assess Program Goals & Reputation

6. Competitive Landscape:
How Do You Compare?
• Commission rate
• Cookie length
• Conversion rate
• Creative suite
• Feeds and tools
• Terms and conditions
Step 2: Evaluate the Competitive Landscape

7. Strong Foundation = Long
Term Success
Source: http://www.movewelllivewell.com/faq

8. Strong Foundation:
Program T& Cs
• Network terms vs. program terms
• Clarity and consistency is key
• Outline search policies
o Brand name in display URL
o Misspellings
o Brand + term bidding
• Coupon policy
• Email terms
• Social media policy
Step 3: Build A Strong Foundation

9. Strong Foundation:
Your Program FAQs
• Think like an affiliate and anticipate questions
• Share key information
• Search engine friendly copy and content
Step 3: Build A Strong Foundation

10. Strong Foundation:
Creative Selection
• Variety = accommodate and inspire
• IAB Standard and unique sizes
• Deep text links to boost conversion
• Well categorized, regularly updated data feed
• Content as a resource for affiliates
Step 3: Build A Strong Foundation

11. Tracking & Reporting
Test, Test, Test….
• Test shopping cart in all major browsers
o IE, Firefox, Chrome, Safari
• Complete a test purchase
o Confirm tracking and reporting are working
• Check each network
o Ensure transactions across networks track
properly
**AFFILIATES WILL TEST YOUR TRACKING**
Make sure it’s right BEFORE they find errors
Step 4: Confirm Tracking & Reporting

12. Tracking & Reporting
Mobile Ready
• Add Safari to the list of browsers to test
• Safari and Chrome = most widely used on mobile
• NO FLASH, as not all mobile devices support flash
• Ensure your cookie works in mobile
Step 4: Confirm Tracking & Reporting

13. Affiliate List
Review Current Partners
• Check your placement on their site
• Understand how they’re promoting you
• Ensure compliance with Ts & Cs
• Ask others about their reputation
• Consult your network or OPM
• Use search engines and forums to review positive
and negative feedback
Step 5: Review Your Affiliate List

14. Communication Plan
Intro & Ongoing
• Getting Started
o Introductory newsletter and feedback request
o Announce in forums and social media
• Continued Communication
o Newsletter content and cadence
o Forum and social media involvement
…Most of All…
Provide full contact details and be
approachable, genuine and responsive to affiliates
Step 6: Develop A Communication Plan

15. Launch!
Step 7: Launch!

16. Resources & Contact
Merchant ABCs Podcast #29
Revamping & Relaunching an Affiliate Program
http://merchantabcs.com/go/relaunch
Merchant ABCs & Geekcast.fm
Find Us On Twitter
Deborah Carney @loxly
Kim Salvino @kim_salvino
Amy Ely @aely