affiliate 2.0 - discover ten top new webtrends

AFFILIATE WEB 2.0

Discover the 10 companies defining the new internet

Affiliate SummitJanuary 23, 2007

Jay BerkowitzJay@TenGoldenRules.com

561-620-9121

Background

• Developed ‘Live’ campaign used in 208 countries

• Managed largest territory in country. Developed promotion in 15th year

• Developed internet sales and marketing strategy, sold first integrated deal

• Created 4 of 6 ‘Hall of Fame’ banners• Launched Atkins Diet Online, 22 diets

overall

• Launched TenGoldenRules.com in 2003

What is TenGoldenRules.com?

• Marketing Consultants• Drive more visits to your site• Convert the visits to sales• Strategy, Creative, Affiliate Management,

Landing Pages, Search, Blogs, Optimized PR

Annie’sCostumes.com15% of $4.8 Billion Industry

Click to Search

AmericanDiabetes.com$30+ Per Lead, no reversals

Objectives • Define Web 2.0 and what it means for Affiliates• Who is succeeding and what is driving their

success?• What is MySpace? And, how did they become the

number 6 website in the world • Why is a 1 year old company worth $1.65B• What’s a Long Tail and how can I get one?• Blogs. Podcasts. Wiki’s. What new technologies

are important to the affiliate business?• What is the latest evolution in Public Relations

and how can affiliates benefit from this approach?

Internet Marketing Tools

– Alexa.com http://download.alexa.com/index.cgi – Ranking based on unique visitors and page views – Traffic Details– Related Links

Internet Marketing Tools

– Alexa.com http://download.alexa.com/index.cgi – Ranking based on unique visitors and page views – Traffic Details– Related Links

– Google Page Rank http://toolbar.google.com

– A link from page A to page B is a vote for page B.– Votes cast by "important" pages weigh more

heavily – Relevant pages weigh more heavily

Internet Marketing Tools

– Alexa.com http://download.alexa.com/index.cgi – Ranking based on unique visitors and page views – Traffic Details– Related Links

– Google Page Rank http://toolbar.google.com

– A link from page A to page B is a vote for page B.– Votes cast by "important" pages weigh more

heavily – Relevant pages weigh more heavily

– Syntryx www.Syntryx.com

Web Tools – SyntryxReverse link search to site

Web Tools - Syntryx

Number of links to AffiliateSummit.com

from Search Engines, ODP/DMOZ

Web Tools - SyntryxWhere linking servers

are located…Affiliate Summit

London???

Web 2.0 - What is it?

Web 2.0 - What is it?

“In the simplest terms it's the phrase being applied to 'the second coming' of the internet. Dot-com investors are partying like it's 1999 … getting everybody talking about the internet once more and its increasing relevance to our lives.”

Web 2.0 - What is it?

“In the simplest terms it's the phrase being applied to 'the second coming' of the internet. Dot-com investors are partying like it's 1999 … getting everybody talking about the internet once more and its increasing relevance to our lives.”

“Web 2.0 is a bit of a catch-all which covers a broad range of new online services, user-generated content, communities and social networking tools. The phrase also refers to the creation of far greater levels of interactivity.”

Silicon.com

Web 2.0 - What is it?

“In the simplest terms it's the phrase being applied to 'the second coming' of the internet. Dot-com investors are partying like it's 1999 … getting everybody talking about the internet once more and its increasing relevance to our lives.”

“Web 2.0 is a bit of a catch-all which covers a broad range of new online services, user-generated content, communities and social networking tools. The phrase also refers to the creation of far greater levels of interactivity.”

Silicon.com

Web 2.0 is a phrase coined by O'Reilly Media in 2004 to refer to a …second-generation of Internet-based services that let people collaborate and share information online in new ways — such as social networking sites, wikis, and communication tools.

http://www.oreillynet.com (Tim)

AFFILIATE WEB 2.0

Discover the 10 companies defining the new internet

# 1 – PayPal (eCommerce)

Trend • Made eCommerce mainstream/Long Tail• $150B online in 2006

# 1 – PayPal (eCommerce)

Trend • Made eCommerce mainstream• $150B online in 2006Point-in-Time• Purchased by eBay in July 2002 in a deal valued

at $1.5 billion.

# 1 – PayPal (eCommerce)

Trend • Made eCommerce mainstream• $150B online in 2006Point-in-Time• Purchased by eBay in July 2002 in a deal valued

at $1.5 billion. Others Players in the Space• eBay, Yahoo Stores, watch for Google Checkout

# 1 – PayPal (eCommerce)

Trend • Made eCommerce mainstream, $150B online in 2006Point-in-Time• Purchased by eBay in July 2002 in a deal valued at $1.5

billion. Others Players in the Space• eBay, Yahoo Stores, watch for Google CheckoutHow to Apply it to the Affiliate Business• eCommerce enabled the affiliate explosion• CJ/LinkShare are ‘PayPal’ for affiliates• What is your ‘long tail’ opportunity?

# 1 – PayPal (eCommerce)

Commission Junction on CJ.com

Long Tail - Why the Future of Business is Selling Less of More

Chris Anderson

• Amazon can ‘stock’ considerably wider inventory than a traditional book or music store which only has room for classics and bestsellers.

Best Sellers

Sales

The Long Tail

Best Sellers

Best Sellers Long Tail

Library Research

Library Research Long Tail Research

Annie’s Costume’s Retail Closed Halloween ‘04

Annie’s Costume’s Retail Closed Halloween ‘04

Annie’sCostumes.com30,000 SKU’s

Local Drug Store

Local Drug Store AmericanDiabetes.com

# 2 – MySpace

Alexa Rank 6Google Page

Rank 9/10

Trend • Mini-sites, video sharing, listing, voting, tagging• Huge Traffic on the ‘Living Web’

# 2 – MySpace

# 2 - MySpace From 100,000 to 6 on Alexa

Trend • Mini-sites, video sharing, listing, voting, tagging• Huge Traffic on the ‘Living Web’Point-in-Time• MySpace Alexa• Monday May 29, 2006 270,000 sign-ups

# 2 – MySpace

Trend • Mini-sites, video sharing, listing, voting, tagging• Huge Traffic on the ‘Living Web’Point-in-Time• MySpace Alexa• Monday May 29 270,000 sign-upsOthers Players in the Space

# 2 – MySpace

YouTube – 30 Million Views/Day!Purchased by Google for $1.65B

Alexa Rank 10

Google Page Rank 7/10

FaceBook – 7 Million users at 2,000 universities Alexa Rank

71Google Page

Rank 6/10

Craigslist – Classifieds, Real Estate, Very Few Paid

Alexa Rank 30

Google Page Rank 7/10

Flickr – Photo SharingAlexa Rank

39Google Page

Rank 8/10

Digg – ‘Dig’ votes for top news1,000,000 visitors/day, new NYTimes?

Alexa Rank 90

Google Page Rank

Revver – All videos reviewed, Ads run after video with Rev. share

http://one.revver.com/revver/find/lonelygirl#_show_video_62453

Revver – All videos reviewed, Ads run after video with Rev. share

http://one.revver.com/revver/find/lonelygirl#_show_video_62453

LonelyGirl15 huge following turned out to

be a film project

SecondLife.com – Fake people buying fake things with real money

SecondLife.com – 2.8 Million Residents, US $998,867 spent last 24hrs

SecondLife.com – First US $ Millionaire Ailin Graef aka Anshe Chung

Trend • Mini-sites, video sharing, listing, voting, tagging• Huge Traffic on the ‘Living Web’Point-in-Time• MySpace Alexa• Monday May 29 270,000 sign-upsOthers Players in the Space• FaceBook, CraigsList, YouTube, Flickr, Revver, Digg,

Deli.cio.us How to Apply it to Affiliate Business• MySpace affiliate sites, YouTube how-to videos, Viral

Marketing, Sell Land and other items in 2L• Build links to your site

# 2 – MySpace

# 3 – Blogger (Blogging, Vlogging)

# 3 – Blogger (Blogging, Vlogging)

Trend • Easy web publishing with top search results

# 3 – Blogger (Blogging, Vlogging)

Trend • Easy web publishing with top search resultsPoint-in-Time• Howard Dean Campaign, January 2004• The Fall of Dan Rather September, 2004

# 3 – Blogger (Blogging, Vlogging)

Fark.com User submitted Jokes, Links, Video 40M Page views, $800,000/Mo.

Alexa Rank 853

Google Page Rank 8/10

BoingBoing.net “A Directory of Wonderful Things” $1,000,000 revenue

Alexa Rank 1,322

Google Page Rank 9/10

PopSugar.com Celebrity Gossip 12 Million Page views/Mo, $10M valuation

Alexa Rank 4,695

Google Page Rank 5/10

PopSugar.com Celebrity Gossip 12 Million Page views/Mo, $10M valuation

Started in April!!!!

Trend • Easy web publishing with top search resultsPoint-in-Time• Howard Dean Campaign, January 2004• The Fall of Dan Rather September, 2004 Other Players in the Space• TechCrunch, BoingBoing, Fark, MetaFilter• AdSense, Federated Media

# 3 – Blogger (Blogging, Vlogging)

Federated Media Advertising for 75 Top Blogs, $8 CPM’s

Google’s AdSense Ads ‘contextual’, $4 Billion revenue

Trend • Easy web publishing with top search resultsPoint-in-Time• Howard Dean Campaign, January 2004• The Fall of Dan Rather September, 2004 Other Players in the Space• TechCrunch, BoingBoing, Fark, MetaFilter• AdSense, Federated MediaHow to Apply it to Affiliate Business• Create a blog in Blogger, TypePad, MovableType• Drive traffic to affiliate links and banners• Search Tactic

# 3 – Blogger (Blogging, Vlogging)

Halloween Blog

TGR Blog Technique

Google Rank before Blog Technique

Step 1: Create a Webpage

Step 2 - Add a Blog Entry

Use the same title as the web

page

Step 2: Submit to Blog Search Engines

#1 and 2 for “internet

marketing specialist

boca”

One Week Later!!!

6 months Later

2 for “internet marketing specialist

boca”

#4 - About.com Sites built for search

#4 - About.com Sites built for search Alexa Rank

91Google Page

Rank 9/10

Trend • Build a site for the search engines (CONTENT)

#4 - About.com Built for Search

Trend • Build a site for the search enginesPoint-in-Time• New York Times acquired About.com in March

2005 from Primedia for $410 million. • About.com reaches an audience of 22 million

unique visitors each month.

#4 - About.com Built for Search

Trend • Build a site for the search enginesPoint-in-Time• New York Times acquired About.com from

Primedia for $410 million. ($80M run rate)• About.com reaches an audience of 22 million

unique visitors each month. Others Players in the Space• Wikipedia, LifeTips.com

#4 - About.com Built for Search

Alexa Rank 16

Google Page Rank 8/10

Alexa Rank 5,158

Google Page Rank 6/10

Trend • Build a site for the search enginesPoint-in-Time• New York Times acquired About.com from Primedia for

$410 million. • About.com reaches an audience of 22 million unique visitors

each month. Others Players in the Space• Wikipedia, LifeTips.comHow to Apply Search for Affiliate Business1. Generate free traffic to your site2. Find top SEO performers, recruit as affiliates3. Three keys to SEO: 1.Keywords 2. Links 3. Tags

#4 - About.com Built for Search

How to Succeed in Search

Pay-Per-Click Search “Paid Advertising”

Free Search “PR”‘Natural’ or ‘Organic’

1. Words on the page “Content is King”

2. Links to your site “Off page Factors”

3. Meta Tags

Three Keys to Search Success (of 100+)

Google Cache reveals keywords

http://searchmarketing.yahoo.com/rc/srch/?mkt=us

Keyword Tool

Keyword Research - Searches

Keyword Research - Index

TenGoldenRules.com Home Page Word Count – 959

MSN.com link:www.website.com Shows how many links TO a site

TenGoldenRules has 775 Links TO

the site

TenGoldenRules.com Meta tags match content

Search Success!

Search Engine Success!

# 5 – DailyCandy.com

Trend • Online Subscription Model, 1.4 Million Subscribers

# 5 – DailyCandy.com

Trend • Online Subscription Model, 1.4 Million SubscribersPoint-in-Time• Launched March 2000• 2006 Revenue - $19,000,000• Current Valuation - $130,000,000

# 5 – DailyCandy.com

Trend • Online Subscription Model, 1.4 Million SubscribersPoint-in-Time• Launched march 2000• 2006 Revenue - $19,000,000• Current Valuation - $130,000,000Others Players in the Space• eDiets, BeliefNet, BabyCenter.com, Astrology.com

# 5 – DailyCandy.com

eDiets.com – 19 eNewsletters including ‘Mr. Bad Foods’

BabyCenter.com

Astrology.com

Trend • Online Subscription Model, 1.4 Million SubscribersPoint-in-Time• Launched march 2000• 2006 Revenue - $19,000,000• Current Valuation - $130,000,000Others Players in the Space• eDiets, BeliefNet, BabyCenter.com, Astrology.comHow to Apply it to Affiliate Business• List, List and List• Develop a list of affiliates, ‘Affiliate Newsletter’

# 5 – DailyCandy.com

Newsletter Model

1. Permission ‘Opt-in’2. Stay Top-of-Mind

3. Add search content to site4. ‘Send-to-a-Friend’

5. Submit articles

# 6 – Google AdWords & Analytics

Trend • Affiliate Marketer’s Dream Real Time Statistics

# 6 – Google AdWords & Analytics

Google Analytics

Google AnalyticsMarketing Summary

Google AnalyticsMarketing Summary

Trend • Affiliate Marketer’s DreamPoint-in-Time• AdWords launched Fall 2003• Analytics in Beta April 2006

# 6 – Google AdWords & Analytics

Trend • Affiliate Marketer’s DreamPoint-in-Time• AdWords launched Fall 2003• Analytics in Beta April 2006Others Players in the Space• Yahoo!, MSN, Ask.com, Syntryx

# 6 – Google AdWords & Analytics

Trend • Affiliate Marketer’s DreamPoint-in-Time• AdWords launched Fall 2003• Analytics in Beta April 2006Others Players in the Space• Yahoo!, MSN, Ask.com, SyntryxHow to Apply it to the Affiliate Business1. Program Testing: Offers, Landing Pages, Sales Funnel,

Opt-In, Creative, etc.2. Improve conversion before launching with affiliates3. Drive Pay-Per-Click to your affiliate site

# 6 – Google AdWords & Analytics

Sponsored Link Position #2

Test a Google PPC Account

I select the Keywords I want to

target

I write the exact ad copy I want to test

Test a Google PPC Account

How many Impressions and Clicks we have

received

Test a Google PPC Account

The Click Through Rate

Test a Google PPC Account

The Conversion Rate (Sales over

Clicks)

Test a Google PPC Account

Cost Per Conversion …Cost of a ‘Sale’

Test a Google PPC Account

Syntryx Research

Syntryx ToolTop sites linking to competitor

Syntryx ToolTop links to a competitor

# 7– NetFlix.com

Alexa Rank 217

Google Page Rank 9/10

Trend • Online Subscription Model• MyNetFlix

# 7 – NetFlix

Trend • Subscription Model• MyNetFlixPoint-in-Time• Moved to subscriptions in September 1999

# 7 – NetFlix

Trend • Subscription Model• MyNetFlixPoint-in-Time• Moved to subscriptions in September 1999Others Players in the Space• Wal-Mart out and Blockbuster backed off

# 7 – NetFlix

Trend • Subscription Model• MyNetFlixPoint-in-Time• Moved to subscriptions in September 1999Others Players in the Space• Wal-Mart out and Blockbuster backed offHow to Apply it to Affiliate Business• Develop a subscription offer (Free plus shipping)• Customize website, recommendations, tools• Sign up to promote NetFlix

# 7 – NetFlix

# 7– NetFlixMy Personal

Queue “Crash” and “City of

God”

NetFlix Affiliate Program

# 8 – iTunes (Podcasting, Vodcasting )

Alexa Rank 77

Google Page Rank 9/10

# 8 – My Podcasts

Trend • Disintermediation, Numbers of download• Podcasts and Vodcasts = Domain ’94, eMail ‘96

# 8 – iTunes (Podcasting, Vodcasting )

Trend • Disintermediation, Numbers of download• Podcasts and Vodcasts = Domain ’94, eMail ‘96Point-in-Time• iPod Launch 2001 MAC, 2002 Windows• September 18, 2006 “You’re on my iPod!!”• http://

www.webmasterradio.fm/episodes/index.php?showId=27

# 8 – iTunes (Podcasting, Vodcasting )

Trend • Disintermediation, Numbers of download• Podcasts and Vodcasts = Domain ’94, eMail ‘96Point-in-Time• iPod Launch 2001 MAC, 2002 Windows• September 18, 2006 “You’re on my iPod!!”Others Players in the Space• Napster, AmazonHow to Apply it to Affiliate Business• Develop a Podcast / Vodcast• Develop a training series• Purchased Podcast Subscriptions

# 8 – iTunes (Podcasting, Vodcasting )

# 9 – Starbucks (Mobile)

Trend • Web Access goes Hi-Speed and Mobile• Coffee shops as office

# 9 – Starbucks (Mobile Web)

Trend • Web Access goes Hi-Speed and Mobile• Coffee shops as officePoint-in-Time• American Idol had 63 million text votes• “May 2006 Hi-Speed TREO”

# 9 – Starbucks (Mobile Web)

Trend • Web Access goes Hi-Speed and Mobile• Coffee shops as officePoint-in-Time• American Idol had 63 million text votes• “May 2006 Hi-Speed TREO”Others Players in the Space• T-Mobile, Blackberry, TREO, Airports, iPhone

# 9 – Starbucks (Mobile Web)

Trend • Web Access goes Hi-Speed and Mobile• Coffee shops as officePoint-in-Time• American Idol had 63 million text votes• “May 2006 Hi-Speed TREO”Others Players in the Space• T-Mobile, Blackberry, TREO, Airports, iPhoneHow to Apply it to the Affiliate Business• GPS marketing• Get a mobile number in database• Promote programs such as: Jamster, Verizon

# 9 – Starbucks (Mobile Web)

Recent Mobile Marketing Promotions

Weather Channel Alerts

Sports scores, odds

Free performance downloads

#10 - PRWeb – Search Optimized Public Relations

Trend • Optimize Press Releases for the search engines

#10 - PRWeb – Search Optimized Public Relations

Trend • Optimize Press Releases for the search enginesPoint-in-Time• August 4, 2006, Vocus acquired assets of

PRWeb for approximately $28 million

#10 - PRWeb – Search Optimized Public Relations

Trend • Optimize Press Releases for the search enginesPoint-in-Time• August 4, 2006, Vocus acquired assets of

PRWeb for approximately $28 million Others Players in the Space• PR Newswire, BizWire, Marketwire

#10 - PRWeb – Search Optimized Public Relations

Trend • Optimize Press Releases for the search enginesPoint-in-Time• August 4, 2006, Vocus acquired assets of

PRWeb for approximately $28 million Others Players in the Space• PR Newswire, BizWire, MarketwireHow to Apply Search to the Affiliate Business1. Research Keywords for release, add release to

site, use PR Web with Anchor text links

#10 - PRWeb – Search Optimized Public Relations

Keyword Research - Index

1. PayPal - eCommerce

2. MySpace - User Generated Content

3. Blogger - Blogging and Vlogging

4. About.com – Sites built for Search Success

5. Daily Candy – List, List, List

6. Google – AdWords and Analytics

7. NetFlix – MyNetFlix customization

8. iTunes – Disintermediation and Podcasting

9. Starbucks - Mobile Web

10. PR Web – Web Optimized Public Relations

WEB 2.0 - The ten companies defining the new internet

1. Presentation available at www.TenGoldenRules.com

2. Send us Testimonials

3. Stay up-to-date with our Blog and Newsletter

4. Sign up for AmericanDiabetes.com and AnniesCostumes.com at www.CJ.com

5. Coming soon a Printer and Trophy.com

6. Prize Drawing

Conclusion