The Affiliate 2.0 Litmus Test

Moderated by Stephanie Agresta

Stephanie Agresta Consulting

Panel IntroductionsStephanie Agresta, CEO, Stephanie

Agresta Consulting (Moderator) Glenn Meyers, Founder and CEO,

myTriggers.comWayne Porter, Co-founder,

ReveNews.com Tim Storm, CEO, FatWallet, Inc. Andrew Weinreich, CEO, MeetMoi.com

How Web2.0 Effects the Affiliate Landscape

Defining Web2.0Understanding Affiliate Business Models

through the Web2.0 LensCurrent & Future Revenue StreamsMicro and Macro Trends driving this new

worldPros & Cons of CommunityFuture of User Generated Content

What is Web2.0?

Web 2.0, a phrase coined by O'Reilly Media in 2004, refers to a perceived or proposed second generation of Internet-based services—such as social networking sites, wikis, communication tools, and folksonomies—that emphasize online collaboration and sharing among users. O'Reilly Media, in collaboration with MediaLive International, used the phrase as a title for a series of conferences, and since 2004 the phrase has been loosely adopted by some technical and marketing communities. Its exact meaning has been open to debate, and some experts, notably Tim Berners Lee, have questioned whether the term has meaning.

At-A-Glance

Web 1.0   Web 2.0

DoubleClick --> Google AdSense

Ofoto --> Flickr

Akamai --> BitTorrent

mp3.com --> Napster

Britannica Online --> Wikipedia

personal websites --> blogging

evite --> upcoming.org and EVDB

domain name speculation -->search engine optimization

page views --> cost per click

screen scraping --> web services

publishing --> participation

content management systems

--> wikis

directories (taxonomy) --> tagging ("folksonomy")

stickiness --> syndication

What Is Web 2.0Design Patterns and Business Models for the Next Generation of Softwareby Tim O'Reilly09/30/2005

Glenn Meyers, Founder and CEO,

myTriggers.com

What is myTriggers.com?

myTriggers.com is the future of web based comparison shopping. Our model eliminates click fraud and skewed search results, delivering high converting traffic to our merchants.

myTriggers.com operates purely on a Cost Per Action model. We do not charge for inclusion in search results or accept payment for better placement. Search results are served to users based on relevance to their search terms.

The company receives commission only when a sale is made. Our interests are completely aligned with our users and there is no advertising, gaming of search results, or search manipulation of any kind.

How Does it Work?

myTriggers.com delivers the best possible search experience instantly and then continues to search the Web for new results, ultimately letting users search while they sleep.

The service lets users enter search criteria for any item or product along with the maximum price they are willing to pay. After entering the search criteria just once, myTriggers.com delivers all existing Web search results immediately to the user.

A user may then choose to save, or Trigger, their search and any time a new item matching the search criteria hits the Web, the notification is automatically sent directly to the user via the method of their choice (email, RSS feed, or text messaging) as frequently as the user specifies. Users can view a search history of all Triggered items and results, and can sort items by date, price, or merchant.

myTriggers.com Affiliate Program

Key Benefits: True revenue sharing

We offer our affiliates 50% of our fees on every sale that they bring us.

Prebuilt Customized Controls Affiliates can choose from a wide range of ad sizes and

content that they can customize to easily integrate into their existing website, blog or social networking profile.

Support Affiliates have direct access to our technical staff and

their own tracking page where they can monitor their success in the program.

Target Your Specific User-base

We offer a variety of campaign choices powered by myTriggers.com Targeted product offerings specific to your

audience Search boxes, category listings, product images

with direct links to product results Updated options based on current market

trends and hot products Direct your users to exactly what they are

looking for

Samples of the Pre-built controls with varied content, size and function

Customization options

We provide further customization of the search boxes. Change outline, colors and code options

Auto-generate code in HTML, JavaScript or iFrame format for simple copy and paste onto your page.

Preview:

Flyfish.com Marketplace Powered by myTriggers

The Only CPA Based CSE API Available

VIBE.com Mall Powered by myTriggers.com The Only CPA Based CSE API Available

Wayne Porter, Co-founder,

ReveNews.com

Web 2.0 Example SLV

SecondLifeVideo.com (Beta Experiment) Testing Steve Rosenbaum’s Magnify Platform

Met through blogging on censorship of Adwords Disparate areas – connections in other community

Aggregates Niche “Machinima” Video UGE- User Generated Content Independent Media

No traditional community tools at this time (blogs, message boards, etc)

Community formation happening with minimal social media optimization

Uses widgets to self-propagate

Web 2.0 Example SLV

Key Value Drivers SecondLifeVideo.com Research Atypical community formation Sample META DATA

Video Rating RSS Tags Widgets API (In Build)

Web 2.0 Example SLV Insight

One Video on YouTube vs. SLV One month time period ~120 views on YouTube ~1000+ views Niche beats Goliath Meta Data and Community Reveal Insights

Low Cost Platform Knowledge of CSS Time

Web 2.0 Example SPG

Early use of Web 2.0 infrastructure RSS

Counts Problematic Software- Greynets Stories & Articles

Adoption of Blogging by “Light Ranger Force” RSS

Alliances Insider Feedback Press and Social Media (e.g. high profile stories) Speaking Engagements

Web 2.0 Example SPG

SpywareGuide.com Leading Voice on Security Stories Regular Mentions in Press & Social Media

Digg Slashdot BoingBoing Traditional Media e.g. Washington Post, eWeek

Adoption of Story Telling Paradigm to Educate & Amplify the Message Creates Feedback Loop…

Web 2.0 SPG

Creation of rich feedback loop Intel from helpdesk, blogged stories Intel from tipsters, whistleblowers Intel from grass root sites Intel from software users, clients

Intelligence synthesized- New Intelligence Global Research Team Sophisticated back end business processes

MD5 Signatures File Paths, Structures, Paths, Keys

Web 2.0 Key Insights

Platform where we see an aesthetically pleasing fusion of data-driven services to create new dynamic services. This leads to new data and new insights. Creation of New Data- Think “Meta Data” Still in nascent phase- even metrics lacking in texture and tone Mastery and/or deployment of API critical in future. Harnesses community power in new ways More use of AJAX – potential for more security holes.

More vulnerable to CSS and MySQL Injection Attacks Less vulnerable to manipulation e.g. spyware and voting

Not always “visible” by Search Engines Search is not Everything.

Tim Storm, CEO,

FatWallet, Inc.

Andrew Weinreich, CEO,

MeetMoi.com

MeetMoi – Mobile Social Networking

Mission Statement

To create the largest mobile dating community.

What is Web 2.0?

Web 2.0. New implementations of old ideas.

Built differentlyDistributed differentlyNew Cost Structures

Social Networking Goes Mobile

Contributing Factors:

Interoperability of network carriers Widespread adoption of SMS Micro payments enabled by carrier infrastructure Worldwide adoption of location based services Broken business models of closed communities

MeetMoi Implementation: Premium SMS

5 Simple Steps1. Ask people to identify their location from their

cell phone.2. Convert location to precise latitude and

longitude coordinates with geocoder database.3. Use algorithm to plot distance between

members.4. Send profiles to users via text messaging5. Allow them to communicate anonymously with

others through SMS through the MeetMoi gateway

Marketing Strategy

Viral growth Build functionality to encourage word of mouth

growth

Affiliates Revenue Share Hub and Spoke Model: encourage companies

to build mobile dating applications under their brand.

Mobile Dating Offered to Traditional Affiliates

Community Pages

Viral Marketing.

No revenue share. Cool Factor.

New Types of Affiliates

Q & A with the Panel

Thank You 2.0