Stephanie Lichtenstein

Location: Think Tank October 2007
When: Sunday open discussions
Topic: How to improve ShareASale as a network
Issue: Approval of affiliates, Privacy Issues, Merchant Education

My Summary: How to make the affiliate approval process fair. Affiliates do not want to get prematurely or wrongfully rejected from a program. Merchants want to get more affiliate information but there are privacy issues that come into play. A possible solution is to add a higher level of communication between Merchants and affiliates but making the communication on the affiliate’s side optional.

ShareASale filter/screen all applications from affiliates that come into the network. But some use a site copy content, and try to use the domain as theirs. You should not rely 100% on the network when people can still slip through the cracks. There is a justified level of trust in ShareASale and it is important to protect that trust.

Ideas:
1. A catcher domain explains all different sites and what you do. Ftp add description: ftp comment description and more info is helpful.
2. Can make a place for merchants to rate affiliates which could make it easier to decide which affiliates to approve. Can do a review with numbers to give affiliates a chance for fair ratings.
3. There can also be a level of auto-approve. To be automatically accepted into a program each program can set their own level of approval. Example affiliate must have at least X amount points to be in the program.

Privacy Issues:
Solution: Make a place for merchants to rate affiliates. Ratings will make it easier to approve an affiliate.
Obstacle: Matter of people actually using the rating system and it may take too long to fill out so people might not take the time to use it.

Affiliates Issue: ex. Read the terms of service, make a relevant site, and the merchant still rejects it. Solution: Merchant can auto-approve affiliates that fit into certain criteria ex. By revenue or number of programs they are in.
Networks take: the approval needs to be fair and equal. If merchants only accept top players there will be complaints from new or small affiliates. Should stay away from earnings as much as possible. Maybe the affiliate has not found their fit or niche yet.

Would people be interested in limited vs. full auto-approve? How far do they look into their affiliates? (merchants)
Network: Do not want to recommend accepting full or limited merchants. Merchants may not understand the difference between full and limited may be upset that they did not accept outside the US or limited. Did not want to make automatic decisions and shortening it.
Affiliate: does not want to give full access to her information but does want to share certain information about her and her site.

Solution: Could create a profile with information that will help with the approval process and selection process. Update setting where you can display information like getting ready to launch travel coupons.
Idea: Would be best to explain the relevant site to the merchant.
Con: Then would have to approve too many websites. Hard to verify too many things.

Merchant and Affiliate Communication and Privacy Issues:
Issue: If emails bounce how to get correct contact info?
Solution: Could be an alert on interface: contact info is not working
Network: That should be merchants call.

Communication Ideas, how to share info while maintaining Privacy:
1. There could be a profile page but it can be left up to the affiliate if they want to use it or not.
2. Ability to tell specific merchant this is what I can do. Before approvals.
3. Add box application with description detail listing of what your plan is when you apply for a program. Application note and profile would be great because it starts a relationship with merchants.
4. Merchants soliciting may get less info. There can be two different profiles depending on status. Already existing partnerships can get more info.

Concerns with auto-approve:
Affiliates Take: If merchant has not answered applications in two days the program should be on auto-approve.
Network: Cant make a decision for merchant’s process if its not on auto-approve and you fit into the criteria you will be approved shortly. On the flip side affiliate should take a look at the merchant they are applying for to see if the merchant is good for them to work with or not. Affiliate should decide if they want to work with a merchant or not. Should be their responsibility arms length relationship. Affiliates job to check out merchant and visa versa. Some merchants may look like theyre not going to make it but they might grow and turn out to be great. Affiliate decides if it’s valuable or not.

ShareASale on Merchants

Is ShareASale looking for big player merchants?
No use for any kind of market. Small market was being ignored and we have serviced the small and new market pushing up and the goal is to be a viable competitor. Big programs can be run through ShareASale climbing up the ladder successfully.
Will you ever except BHO affiliates into your program? Big merchants want BHO affiliates.
No, it’s not going to work. I am not going to allow that and I don’t have relationships with them.
What does ShareASale do about an ignorant merchant? Warn them or give them advice?
Don’t want to send a warning letter as first communication. I believe in market affect. I don’t like to push myself on them.
Sometimes merchants need help to do much better.
We have educational sessions. We do have attendance problems. We offer good things for merchants and affiliates but sometimes people don’t take advantage of it.

These are some ideas and opinions that came about a year ago at Think Tank on how to improve the ShareASale network. These are issues that face our industry in other networks and in general. What are your thoughts on privacy issues, approval processes, and merchant education? I know it has been a while since I have posted and this was a long one! Hopefully it was worth the wait.