Guest Post by Dominic Fawver.

Session Description: Learn advanced approaches to running a clean affiliate program. A review of the systems, processes, tools and techniques used by leading affiliate programs to keep their programs clean. The panel consisted of:

• David Naffziger, CEO, BrandVerity (Moderator)
• Jamie Birch, Owner, JEBCommerce (Twitter @JamieEBirch)
• Graham MacRobie, President & CEO, Alias Encore (Twitter @grahammacrobie)
• Joshua Sloan, CEO, Sloan Tech (Twitter @sloanzone)

This session contained a lot of useful information targeted mostly to companies with an affiliate program and also outsource program managers.  Some of the information was useful for affiliates, especially the need for a good relationship between affiliates and affiliate managers.  The session consisted of short presentations by David Naffziger and by Graham MacRobie and then the floor was opened up for questions.

The presentations gave a brief overview of some of the common forms of abuse affiliate programs need to avoid.  These include PPC violations, Cookie Stuffing, Legitimate link replacement, transaction lead fraud, and Brand Squatting.  Some of the ways given to combat abuse were to know how your partners work – know how traffic is normally sent, who else they work with, is their plan consistent with their performance, and is their traffic pattern different from the normal.  Examples of various software was give, a couple from Brand Verity and also free alternatives.

The question and answer portion gave several very good tips.  One of the first was that no program should auto-approve, that affiliates each be inspected to make sure that they are who they say they are.  Another was to go over the terms and conditions listed for the program at least once a year;  it is better to have over strict rules and regs. that are lightly enforced rather than not enough.  This will help in the long run because if abuse is found it can then be removed.  Less than desirable affiliates are likely to group in the smaller networks as they are less likely to be discovered.  More abuse is likely in a new affiliate program.  Having the highest payout can make you a target on account of greed.   Many of these comments can be used both by affiliate managers and also act as warnings to affiliates as to the relationship they should have with their manager.

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It was a pretty cool experience bringing my husband Dominic to this year’s Affiliate Summit East.  Knowing my husband the way I do, I’m not surprised that he actually brought a lot of applicable knowledge back from his experiences in sessions at the show.

Dominic went to Affiliate Summit with a newbie’s eyes – as a student about to finish his degree in project management, he could chose from a number of different industries to work within.  He wanted to learn more about the details of what it is that I do and assist his decision of whether or not he was interested in possibly applying his project management skills into some kind of marketing application.

He kept saying when we got back that he should put together a list of books to get and read to learn more about internet marketing.  Well Dominic, this is for you!

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Guest Post by Dominic Fawver.

The keynote address was pretty good.  In effect it gave an overview of Chris Brogan and Julien Smith’s new book, Trust Agents.  It was based on research that shows that there are more than one type of currency.  One of the most important one of these is social capitol, which is based on trust.  Once you gain the trust of people they will look for your opinions, and trust them, thereby making it much easier to sell things to them.  People will trust your recommendations of products and services.  Knowing the “insider vocabulary” can be a major advantage, and most important: “be known as a person” Julien Smith.

The keynote was mostly a conversation between Julien and Chris.  I am looking forward to completing the rest of the book and will be posting a review when I do so.

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