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アフィリエイトボード
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アフィリエイトサミット2004・全プログラム内容
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Affiliate Summit 2004 Program
� Agenda Day 1 � Thursday, June 24
� Agenda Day 2 � Friday, June 25
� Agenda Day 3 � Saturday, June 26
� Agenda Day 4 � Sunday, June 27 |
Affiliate Summit 2004 Agenda
--アフィリエイトサミット議事日程--
(主要な議事内容については、後日、日本語に翻訳して掲載致します：筆者）
Day 0 (Wednesday - June 23, 2004)
New York City
7:00 PM - 10:00 PM - Pre-Affiliate Summit 2004 Networking Event in NYC - Sponsored
by shareasale.com
Private room of Off the Wagon @ 109 MacDougal in Greenwich Village
Day 1 (Thursday - June 24, 2004)
New York City
Port of New York
New York City Passenger Ship Terminal
Piers #88/90/92
711 12th Avenue at 55th Street
New York City, New York 10019
1:30 PM to 3:30 PM - Check-in and board the Carnival
Victory at the Port of New York. You must check in at
least 90 minutes prior to departure.
This is a good time to settle in, start up an Internet
account, and tie up loose ends (you'll have cell phone
access from the ship while in the Port of New York).
2:00 PM to 7:00 PM - Sign in and pick up your conference materials in the Club Arctic
(Promenade Deck).
Starting at 6:00 PM in the same room, there will be a cocktail party hosted by the
conference organizers: Missy Ward, Ryan Phelan, and Shawn Collins.
4:00 PM to 5:00 PM - Safety Drill - mandatory for everybody.
5:00 PM � Ship departs from New York City
8:15 PM - Main dinner seating in the Atlantic Dining Room (Atlantic Deck &
Lobby Deck).
10:00 PM - Networking / Ice-breakers: Location TBA
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Day 2 (Friday - June 25, 2004)
At Sea
7:45 AM - Main breakfast seating
8:00 AM to 10:00 AM - Light breakfast served
9:00 AM to 9:05 AM - Opening remarks from MC Corey Newhouse, the Director and
Chief Hitchhiker for FreeRide.com in the Ionian Room (Atlantic Deck).
9:05 AM to 9:40 AM - Keynote on Search Engines and Affiliate Marketing by
Fredrick Marckini (CEO & Founder of iProspect)
The keynote address will introduce affiliate marketers to search engine marketing as an
invaluable tool that can help increase the ROI of both their, and their affiliates�, online
marketing efforts.
Of paramount importance is that merchants and their affiliates implement a cohesive
strategy where their efforts are working in concert � and not in conflict (as is so often
the case) � with one another. Those in attendance will gain an understanding of the
various components of an integrated search engine marketing campaign, and how/when
each can be used most effectively.
And perhaps most importantly, Mr. Marckini will discuss proven search engine
marketing strategies that take advantage of the way search engines structure their paid
and unpaid results, that can be employed by you in concert with your affiliate network.
And he値l demonstrate how, when employed correctly, these strategies will cause you to
dominate your online competition, increase sales, and maximize your online marketing
ROI.
9:40 AM to 9:50 AM - Keynote Q&A
10:00 AM to 10:50 AM - Best Practices in Affiliate Marketing for Retail Sites with
Multiple Brands by Brook Schaaf (Affiliate Manager of Shoes.com) & Bryan Rhodes
(Online Marketing Manager of Backcountry.com)
We will share our experiences and best practices we have learned at two different yet
similar companies. Merchants and affiliates will benefit from our stories, mistakes, and
successes. We will share strategies on how retailers can leverage the brands they carry
and how affiliates can utilize those brand names, and not the retail stores, to maximize
their sales.
In order to maximize a retail stores affiliate program the information provided to
affiliates must be category and brand specific. Good communication and advanced
technologies are a must to provide affiliates with the correct information they need to
excel in an increasingly competitive marketplace.
Topics covered will include relationship building (internally, with client brands, e.g.
FamousFootwear, with OEMs, and affiliates), data base management (inventory and
affiliates as contacts), the possibility of datafeed info being considered spam and how to
prevent it from happening to you.
11:00 AM to 11:50 AM - Performance-Based Marketing Metrics: Getting
Actionable Data by Peter Chun (Merchant Account Manager of LinkShare) and Dan
Pfeffer (Affiliate Development Manager of LinkShare).
How do you measure the effectiveness of an affiliate marketing program? How can you
use data from your performance-based programs to improve ROI? Approach your
search and affiliate marketing data with the same perspective as you would an analytics
tool.
Start by looking beyond your topline revenue, and get actionable data to help you
decide how you're doing and where you need to focus your efforts. These include cost
per order, new customers acquired, multichannel crossover, partner retention and
churn, link type conversions, products sold, and so on.
This session will help both affiliates and merchants learn how to extrapolate and apply
the right data from both search and affiliate initiatives to propel your online marketing
efforts and drive increased revenue.
12:00 PM - Main lunch seating
1:00 PM to 1:50 PM - Contextual Marketing Panel moderated by Jeff Molander
(President of Molander & Associates)
. Michael Abolafia (Affiliate Program Manager for GSI Commerce)
. Gary Kibel (Attorney with Davis & Gilbert LLP)
. Wayne Porter (Editor of ReveNews.com & Co-Founder of SpywareGuide.com)
2:00 PM to 2:50 PM - Speed Networking
You'll spend time with up to 13 people in a string of three-minute one-on-one meetings.
When the time is up, your host will blow a whistle to let you know it's time to move on
to the next quickie meeting. Then, you'll have another whirlwind three-minute meeting
with the next person, whistle, another quick meeting, and so on.
3:00 PM to 4:20 PM - The New Art of the Affiliate Deal: Joint Ventures and Right
Now Marketing by Declan Dunn (CEO of Dunn Direct Group)
When do you need more customers through more affiliates? Right now. Declan's Right
Now Marketing System will show you how to do it quickly and easily at Affiliate Summit.
The old days of affiliate programs are over. In the new generation, you have to set up
joint venture deals that benefit you and the best affiliates. It's more like reseller
channels than the old mass affiliate days, and it's happening right now.
In this session, Declan Dunn will take you through his tested process of identifying,
evaluating, and negotiating with top affiliates to generate the best results for you.
4:30 PM to 5:20 PM - A Case Study in Advanced Affiliate Merchandising
Techniques by D. Beth Kirsch (Affiliate Manager of Audible)
The session will help affiliate marketers understand the value of providing their affiliate
partners with the information, merchandising and promotional support they require to
strengthen the effectiveness of their Web sites. In addition, the session will illustrate
how this high-impact approach significantly helped boost the performance of Audible's
affiliate marketing channel.
The presentation will also challenge affiliate marketers:
1. To think about how the affiliate marketer's company effective use merchandising
and promotional programs in house to drive sales.
2. How to transfer these techniques and knowledge to their affiliates.
5:30 PM to 6:20 PM - Integrated Performance Marketing by Rachel Honoway (VP
Sales and Marketing of KowaBunga! Technologies)
A look into the concepts and technology that will be shaping the future of our industry,
and insight on where our industry is headed, where technology is already taking us and
what issues we'll soon be facing � based on where we've been and what we've endured.
Integrated Performance Marketing
1. What it is
2. Where it came from
3. How it will become the buzz of the online marketing world
Evolution of Affiliate Marketing's place in our e-marketing plans � A look at where we've
been
1. New Concept:
o Embraced by the forward-thinking, aggressive companies.
o The industry was focused on educating merchants and attracting and
creating affiliates.
2. Popular Technique:
o Used by many companies, large and small, old and new.
o The industry's focus was on mass-affiliation � the more affiliates that could
be matched with merchants, the better.
3. The Catch-all:
o Became the answer to everything. It's used to track ad buys, PPC
placements, resellers and more.
o The industry focused on relationships, communication and conversions.
Conversions become the focal point, even more so than new affiliate
acquisition. We also begin to see an onset of problems that seem to
threaten the future of this medium.
Enter the Issues We're Facing Today
1. Parasiteware/Scumware/Adware
2. Ad Blocking Applications
3. CAN-SPAM
4. Re-birth of search marketing
The Future Unfolds Through Growth and Technology
1. Affiliate Marketing matures:
o Stronger focus on relationships
o Clear distinction between affiliate relationships, ad buys and search traffic
o Merchants will carefully select true affiliates
o Affiliates will be empowered with technology allowing them to carefully
select the right merchants
2. Advanced Technology based on what we've learned through affiliate marketing
o Affiliate Tracking is replaced by overall e-marketing tracking
o Affiliate Marketing is a part of the overall e-marketing strategy
o Tracking of all other traffic, on-site actions, value of customer and
other important stats are based on what we've learned through affiliate
marketing
Introduction of Integrated Performance Marketing
1. Merchants and Affiliates will have the ability to track and analyze all e-marketing
efforts.
2. The Merchant-Affiliate relationship can be customized per affiliate to allow for
slotting fees, special links
3. Affiliate Marketing, PPC Search Marketing, Search Marketing, Resellers, Ad-Buys,
Web Analytics and other campaigns all become performance marketing tools.
Web Analytics will become an exact science. Instead of being overloaded with random
stats � we'll be fed useful information in a format we can truly use and analyze. We'll
see increased conversions through better intelligence and source tracking. Since we'll
know our visitors, we'll have increased fraud detection. The intelligent technology will
also offer us increased marketing knowledge and opportunities by detecting, identifying
and utilizing profitable sources of traffic.
6:20 PM to 6:25 PM - Closing remarks from MC Corey Newhouse, the Director and Chief
Hitchhiker for FreeRide.com
6:30 PM to 8:00 PM - Hospitality Suites hosted by vendors
8:15 PM - Main dinner seating in the Atlantic Dining Room (Atlantic Deck &
Lobby
Deck). Formal Attire this evening!
10:00 PM - Networking / Ice-breakers: Location TBA |
Day 3 (Saturday - June 26, 2004)
Halifax, Nova Scotia, Canada
7:45 AM - Main breakfast seating
8:00 AM � Ship arrives in Halifax
8:00 AM to 10:00 AM - Light breakfast served
9:00 AM to 9:05 AM - Opening remarks from MC Corey Newhouse, the Director and
Chief Hitchhiker for FreeRide.com in the Ionian Room (Atlantic Deck).
9:05 AM to 9:50 AM - Executive Roundtable: The Maturing of The Performance
Marketing Industry moderated by Peter Figueredo (CEO of NETexponent)
� Dan Chiss (Director of Partner Services of Performics)
� Todd Crawford (Vice President, Western Sales of Commission Junction)
� Rachel Honoway (Vice President Marketing of Kowabunga Technologies)
10:00 AM to 10:50 AM - Affiliate Marketing and Search by Kevin Lee (CEO of Did-
It.com)
10:50 AM to 10:55 AM - Closing remarks from MC Corey Newhouse, the Director and
Chief Hitchhiker for FreeRide.com
12:00 PM - Main lunch seating
1:00 PM to 4:00 PM - Networking Event in Halifax - Sponsored by Kowabunga
Technologies
2nd and 3rd floor of Mugsy McCeol's Pub & Grillhouse @ 1496 Lower Water St. (5
minute walk from where the boat docks) in Halifax, NS
6:00 PM � Ship departs from Halifax
8:15 PM - Main dinner seating in the Atlantic Dining Room (Atlantic Deck &
Lobby
Deck).
10:PM |
Day 4 (Sunday - June 27, 2004)
At Sea
7:45 AM - Main breakfast seating
8:00 AM to 10:00 AM - Light breakfast served
9:00 AM to 9:05 AM - Opening remarks from MC Corey Newhouse, the Director and
Chief Hitchhiker for FreeRide.com in the Ionian Room (Atlantic Deck).
9:05 AM to 9:50 AM - Mind over Money - Partnerships and Programs that
Perform by Jeffrey Reberry (Director Business Development of Shoedini.com)
This session will provide an insider's view to affiliate marketing and focus on the many
things that are not often discussed � but in my opinion have contributed to the great
success of programs that I have managed (eBags.com, Shoedini.com, and TUMI.com).
Detailed issues surrounding the affiliate community will be covered, including the
increasing use of data feeds, parasites, incentive based shopping portals, and why even
though most merchants give them a higher percentage of sales, they should be paid
less because they drive significantly less new customers to merchants.
10:00 AM to 10:50 AM - How to Drive Success in Pay-for-Performance Marketing
by Todd Crawford (Vice President, Western Sales of Commission Junction)
In-depth discussion of pay-for-performance marketing fundamentals essential to getting
the most out of a program. From affiliate marketing to search optimization, attendees
will learn best practices and implementation strategies. Case studies will be presented
on how leading brands successfully reach their customers and their strategic execution
will be explored.
The technology that allowed these clients not only to optimize their online marketing
relationships but also track and measure their results will be reviewed. By detailing the
best practices implemented by successful companies as well as presenting their
measured ROI, the goal is to give attendees a better understanding of how to run a
successful pay-for-performance marketing program so it can be implemented in their
own practice.
11:00 AM to 11:50 AM - The New York Times Store Case Study by Chris Kramer
(Media Director & Co-founder of NETexponent)
Introduction
Overview
NYTS Description
Situation
Goals
Tracking Tool
Media Type
Creative
Results
12:00 PM - Main lunch seating
1:00 PM to 1:50 PM - CAN-SPAM Law Panel moderated by Bryan Rhodes (Online
Marketing Manager of Backcountry.com)
. David Delisle (CEO of WebBloom)
. Rob Key (President of Converseon)
. Gary Kibel (Attorney with Davis & Gilbert LLP)
. Jim Mansfield (President of Vayan)
. Scott Richter (President of OptInRealBig.com)
2:00 PM to 3:50 PM - Roundtable Rotation Discussions - Four consecutive 25-
minute sessions with six roundtables running concurrently. Pick the subjects you want
to discuss, share your opinion, and learn a bit.
. Affiliate Manager: Where Does the Position Fit in the Corporate
Landscape? by Chris Park (Affiliate/Partnership Manager of Blair.com)
Is your position a part of a larger community, or are you living alone on an
island? This session will allow Affiliate Managers the opportunity to share where
their position resides in their company's infrastructure, and learn how other
companies are classifying the position. We will also discuss roles and job
descriptions, as well as staffing issues and additional responsibilities.
. The Art of the Data Feed by Carolyn Tang (Affiliate Manager of
collectiblestoday.com)
Empower your affiliates by providing them with product datafeeds and scripts!
These tools enable affiliates to spend less time creating individual product links
and more time merchandising their site for specific audiences. Join this
roundtable for an informal chat on this topic, or to trade cruise ship gossip.
. Maximizing Relations with an Affiliate Service Provider by Dan Chiss
(Director of Partner Services of Performics)
This interactive roundtable will provide participants with a venue to share tips
and best practices, first-hand accounts of success that affiliates have experienced
in working with affiliate service providers like Performics. The roundtable will
explore such topics as increasing your site's appeal as an affiliate partner, playing
by marketer rules, secrets for gaining acceptance in private affiliate programs,
and many others. You work with affiliate service providers every day; so join us
to learn simple steps you can take to make these relationships more productive.
. Trends and Proven Methods for Recruiting Affiliates by Jonathan Miller
(Director of Affiliate Marketing of KowaBunga! Technologies)
In this roundtable, we'll discuss the current trends in affiliate recruitment along
with the obstacles and stepping stones in identifying, locating and attracting
profitable affiliates. We'll share some of our successful affiliate recruitment
strategies and work together to find answers to your questions and concerns
about recruiting new affiliates.
. International Affiliates = International Payments by Kim Gowie (Affiliate
Manager of American Consumer OpinionR) and Peter Sampson (VP of Business
Development of Chexx Inc.)
Attend this session and discover a world of online, electronic and paper based
payment instruments. You leave with better insight as to what your options are
when it comes to servicing the most important part of your global affiliate
relationships - payment.
. The PPC Dance, Good or Bad for Affiliate Programs? by Linda Woods
(President of PartnerCentric.com -- formerly AffiliateGoddess.com)
Do you have a PPC policy in your affiliate program? Why do I need one? How
strong should it be? Does it really matter? Discussion on these questions and
more on how Pay-Per-Click Search Engine strategy affects Affiliate Marketing.
4:00 PM to 4:50 PM - Affiliate Marketing and the Law by Gary Kibel (Attorney with
Davis & Gilbert LLP)
This session will address legal issues that affect affiliate marketers and all online
businesses, and turn legal stumbling blocks into practical business suggestions. Topics
will include adware/spyware litigation and legislation; Can-Spam Act; Federal Trade
Commission advertising regulations; contracts with business partners and online terms
and conditions; privacy and other issues.
5:00 PM to 5:50 PM - Affiliate Summit 2004 Wrap-up and Raffle where the
following prizes will be awarded:
. Audible.com: MP3 player and a three month trial
� collectiblestoday.com: Linda Webb's Welcome Home Baby Emily Life-Like Vinyl
Doll ($149.99 value)
� CPAEmpire.com: Xbox Video Game Console ($149.99 value)
� Shawn Collins Consulting: Three copies of the AffStat 2004 Report ($129 value
each)
� Shoes.com: Pair of shoes (up to $250 value)
� Team Affiliate: Two Strategy-In-A-Box packages ($695 value each)
5:50 PM to 5:55 PM - Closing remarks from MC Corey Newhouse, the Director and Chief
Hitchhiker for FreeRide.com
6:00 PM to 8:00 PM - Hospitality Suites hosted by vendors
8:15 PM - Main dinner seating in the Atlantic Dining Room (Atlantic Deck &
Lobby
Deck).
10:00 PM - Networking / Ice-breakers: Location TBA
Day 5 (Monday - June 28, 2004)
New York City
12:00 AM � Leave your luggage outside your door and it will be picked up by a porter.
You can then pick up your bags after departing the ship. Otherwise, you must carry
your luggage off the ship.
8:00 AM � Ship arrives in New York City
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