The Affiliate Pivot: What’s your Brevenue?

Declan Dunn - CEO, DunnDirectMedia - declandunn.com

How do you connect the worlds of social and mobile with affiliate marketing ROI?

By connecting with your customer at multi-touch points through the new marketing conversion called Brevenue.

“For the next 60 minutes, let me share a view, of the Affiliate Game you are all playing, even if you don’t know it.”

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1. Search – from desktop to mobile

2. Social – moving beyond old models

3 . P e r f o r m a n c e : A f f i l i a t e & N e w M u l t i - T o u c h p o i n t L e a d G e n

4. Domain – The True Organic Traffic

5. Email – old, unpopular, and powerful

6. Mobile – Smartphones and Tablets

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The 6 Pivots

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TOUCH POINTS = Multi-Channel Multi-MediaTOUCH POINTS = Multi-Channel Multi-Media4

SHHH...have you noticed the shift?

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Brevenue – Branding that creates revenue through C.A.I.R. Generation.

The first C is for Customer…

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• Twitter Affiliates with iTunes

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The Industry Challenge: Improve Monetization and Increase

Domain Portfolio Value

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What do CUSTOMERS like to do?

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The New, 3-Step C. A.I.R. Generation Funnel

1. Get Their Attention in Social

2. Intention - Qualify

3. CustomerRetention

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Key 1. Leverage TrafficKey 1. Leverage Traffic

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Social

Search

Mobile

ExitStrategy

Direct Traffic

Email

Display Ads

DOMAIN

Affiliate

Rewards

Multi-Page Intros

Mobile

Affiliates think they are the center of the

universe.

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You Are Here!

Your Customer is Here

All Money Flows Downhill From Advertisers

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WhereAdvertiser’sMoney is

Going

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Social Traffic Case Study

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Case Studies

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Key Conversion Numbers

• Visitor to Buyer

• Referral Percentage

• Visitor to opt-in

• Visitor to Download (App or Content)

• Social Sharing (Virality)

• Visitor to Deep Engagement (activity such as commenting, reviewing, generating content, etc.)

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Multi-Touch Point Lead Funnels

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Attention ✓ Viral

✓ Contest

✓ Rewards

✓ Surveys

✓ News

✓Share

• Buy: 1-5%

• Interested: 10-15%

• Watching: 50%

• Social Sharing: 15%

Intention

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Key 2. The New Conversion Rules

• 1-2% convert, what do you do with the other 98%?

• Make each page look the same on PC, mobile smartphone or tablet.

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Many Phones, Many Carriers

(US) Challenge:

Mobile doesn’t monetize well...

(in the US that is)

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ARPU - Avg. Revenue Per User

Mobile Revenue is much less than PC

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$58.95

$17.62$5.00

$25.00

$6.62

$3.87

• Click-to-Mobile Web

• Click-to-call

• Click-to-video

• Click-to-SMS

• Click-to-locate

• Click-to-buy

• Click-to-storyboard

Mobile Measures

Source: Mobile Marketing Report http://www.mmaglobal.com

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Source: BlakeLively

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The KeywordsStay the Same

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Internet Content Adapts to Source

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Attention

•Smartphone

• PC Browser

• Tablet (iPad, etc.)

• Social - FB, Twitter, YouTube, & Pinterest

Choices:

Segment Traffic Source

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Key 3. Your Secret Weapon

Audience DATA!

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The Data Power of Social Logins

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Business Model. Who bought them?

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Case Study:

Creating the Right Deal for You

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$25 Per Order

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Subscription Model

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Key Initial Findings

1. Build your social list, email list and mobile list

2. Measure referrals, and how your conversions are on those referrals.

•Identify AND Monetize Intent. Otherwise it’s a hobby…

Thank You

declandunn.comdunndirectstudio.com

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