With the holiday season finally here, I realized that I’ve spent much of the last few months thinking about gifts for family and friends. It’s been all about picking out the perfect present for each individual.

I’ve noticed that there seems to be a correlation between people that are good gift givers and people who create great content. In fact, I’ve personally observed that many of my favorite content creators in the online space are also great gift givers. I feel blessed to have experienced their generosity and thoughtfulness on both fronts.

Creating great content requires knowledge of your audience and the ability to generate thoughtful, compelling, unique and entertaining content. These are the same traits of a great gift giver.

You don’t want to give readers of your travel blog posts, articles and podcasts about sports without making it relevant to travel. The same idea applies to your 80-year old aunt - she may need new boots, but it’s unlikely that she wants the same Ugg boots as your 17-year old niece as a gift. Content, like gifts, need to be aimed at your specific audience.

In a way delivering good content is like giving your audience a gift. When it’s well done, the audience gets something that is neatly packaged, presented in a visually appealing manner and contains something valuable to them.

It’s so obvious when extra thought and care is put into both gifts and content and I’m very appreciative of the attention to detail in both cases. Related posted and good photos and images are like nice wrapping paper and matching bow. They complete the package. It also doesn’t hurt if there’s a slight element of surprise.

And while it’s wonderful to be the recipient of a great gift, it’s even more rewarding to be the giver. Having people “like” a post you made, share an article you wrote or pass your content onto a friend often sparks a nice, warm feeling. You know the old adage…it’s better to give than to receive. I think that’s also true when it comes to content.

So, in this season of giving, why not give your audience the gift of high-quality content? It’s the gift that keeps on giving for you as a content creator and for your audience.

I was recently invited to be on the Affiliate Marketing Insider podcast. Host Wade Sisson, vice president of marketing at Schaaf-PartnerCentric, and I talked about my new venture with Todd Farmer, called MyContentPro. We also chatted about an upcoming book I’m co-authoring with Jim Kukral (The Ultimate Pitch) and about the crucial role content plays in online marketing. Thanks again, Wade. It was fun.

Listen here.

I recently posted some good stuff over at MyContentPro about inspiration – how to find it, how to use it and training yourself to be inspired.

Inspiration is all around us and this post looks at how to get inspired by every day things.

I also did a podcast with Todd Farmer on finding inspiration in events and holidays.

For the latest podcast with Todd, we delve further in to the concept of inspiration and training your brain to think differently or at least recognize connections that trigger new ideas.

I still can’t seem to shake some questions that arose for me after attending a ShareASale ThinkTank in Half Moon Bay last month. The two-day annual conference was great. I won’t go over all the details since Shawn Collins did such a great job recapping the event. Instead, I want to get into one of the sessions I attended and some thoughts I came away with.

I was excited to sit in on a session about pop culture and trends led by David Zelkin and Jessica Sander of ShareASale. It really got me thinking. Plus, I am doing a panel at Affiliate Summit West 2011 on trend spotting with Scott Jangro, Stephanie Lichtenstein and Lisa Riolo, so I was curious as to what this ThinkTank session would cover. At my upcoming session we are planning to talk about how to spot trends and then monetize them. The session at ThinkTank was focused on pop culture and trends that merchants are already capitalizing on and how they share that with their affiliates.

Although, there were a lot of trends - music, design, and more - discussed in the ThinkTank session, it’s clear for merchants; there is no bigger trend than celebrity.

Leveraging a celebrity is great for a merchant. It really does help them sell products. However, I ‘m curious of the implications and issues that might arise if affiliates begin to rely heavily on celebrity as part of their online marketing efforts.

I love that merchants are looking for new content to provide affiliates. But I think that when it involves celebrities they may need to offer affiliates some guidelines. I’m wondering if in some cases it may necessitate having usage of these materials spelled out more clearly in the terms and conditions (T&C’s).

Using celebrities or leveraging star power is not all that new. For years consumers been bombarded with the power of celebrities and marketing. There have been direct endorsements - like Tiger Woods and Nike and indirect ones like when celebrities provide voiceovers for commercials like Donald Sutherland has been doing for decades. There’s also the rise in popularity of magazines like InStyle that feature products and let the public know that this or that A-lister bought that product or was seen wearing a certain a shoe, or scarf or dress.

Here’s an example of how I think relying on celebrities could be a potential issue: XYZ merchant has a body lotion that is used by an A-List nearly 50’s glamorous female celeb. That celebrity has no formal relationship with the merchant, but the celebrity likes the product and has purchased it in the past. Of course, the merchant is happy to send gift baskets or free samples of new products to that celeb as well.

Let’s say an affiliate with that merchant uses a photo or information (provided by the merchant) about that celeb’s association with the product. It could be as innocuous as the celebrity holding the product. The affiliate posts the content on their site saying the product is used by that celebrity. No problem.

Stick with me here. Let’s say another affiliate has a site focusing on over-50 females and anti-aging products. Now that affiliate uses the same photo but changes the copy slightly to spice it up and possibly ends up implying that the particular star keeps young and glamorous by using the lotion from XYZ merchant. Well, making that small leap of inference might be okay but then again it might not.

Here’s where there could be a potential problems. What if the celebrity has a formal and exclusive deal to only promote Cover Girl or Revlon as their “anti-aging” solution of choice?

In that case, the affiliate might find themselves in the cross hairs of the brand or the celebrity (most of whom are notoriously controlling – and litigious - about their images and implied endorsements).

However, in the example above, the affiliate didn’t technically do anything wrong. It’s highly unlikely that the terms and conditions they signed with the merchant accounted for this misstep or spelled it out specifically. So, the affiliate is not violating anything. Or are they?

A much more blatant case of this misrepresentation was used by the Federal Trade Commission to develop disclosure and endorsement guidelines stating that celebrities must use the products they endorse and bloggers must disclose if they are making money from the company they are promoting. The case involved Oprah and Dr. Oz and use of their images to falsely claim they promoted and endorsed acai berry products including diet pills and juices. Oprah and Dr. OZ sued more than 50 parties associated with making such false claims.

But what I’m highlighting here are not blatantly false attempts by less than reputable affiliates to convince visitors that mega-celebs love acai berry products, but rather small tweaks to copy that could be misread as an endorsement of a product. Even something this seemingly benign could potentially damage the informal relationship established between the celebrity and the merchant. It could also raise issues with the FTC

Of course, merchants are always taking a risk that affiliates might step outside of their messaging – with or without celebrities in the equation. However, a scenario involving a celebrity could be a little more troublesome for all parties. While I encourage affiliates to be creative to help promote their sites and sell the merchant’s products, I’m guessing there is likely to be a rise in “issues” surrounding celebrities, use of their images and perceived endorsements. This can all be avoided through good communication with affiliates and guidelines are clearly laid out by merchants.

Just thinking out loud….what are your thoughts on this?

I am teaming up with affiliate marketing veteran and Kowbunga founder Todd Farmer on a forthcoming project, called MyContentPro, that aims to deliver educational information to online marketers about how to leverage their content efforts for maximum results.

I’m really excited about a series of interviews we are conducting with industry leaders regarding the importance of online content for online marketers. We are deeply passionate about content and we’re set to launch our new website (this month) focusing on all aspects of developing, creating, distributing and marketing online content. Our appreciation of content goes beyond just blogs and articles. We also plan to examine a range of content types including podcasts, other audio, video, and more in order to educate online marketers on how to best use them. Bottom line - We want online marketers to use their content to make more money.

We already have a few of the interviews posted including one with best-selling author Jim Kukral. Check them out.

Let me know if you would like to be included in our interview series. (lisa dot picarille at gmail dot com)

I have been so busy creating tons of content for other people that I have neglected my own blog. I feel a little like the shoeless cobblers child. I teach my clients how to get the most from their content, including the importance of staying a schedule and how to make the process of creating content easy. I guess I need to take my own advice.

I’m hoping to feel re-energized about my own blogging efforts when I return from BlogWorld & New Media Expo next week. I didn’t make it to the conference last year, but attended in 2008 and got so much out of it. I’m really excited about the agenda this year – both the quality of people speaking and those attending. There looks to be some great networking opportunities.

I’ll also have plenty of schmoozing and blogging fodder at ShareASale’s ThinkTank event, held just two days after BlogWorld. ThinkTank is one of the best events of the year. ShareASale CEO Brian Littleton and his team put on a world-class event that is intimate and amazing. There are so many great components to the agenda, but by far, my favorite is on the final day when Brian sits in the middle of the room and takes questions and anything else thrown at him from merchants, OPMs and affiliates.

Every year I am astonished that a CEO would be so candid, thoughtful and responsive. Most other CEO’s aren’t willing to put themselves in a hot seat like that and have an honest and unscripted conversation. But those several hours are the essence of what inspires such loyal devotion to ShareASale and illustrate the company’s commitment to excellence and responsiveness to all it constituents. I usually leave the event feeling that I have a better understanding of the industry as a whole and ShareASale’s goals and plans, as well as peek into how all successful businesses should be run.

With so much going on over the next several weeks, it looks like I won’t have any excuses for not blogging about the events.

Once again Affiliate Summit did not disappoint. I attended the conference in New York City last week and found it an invaluable tool for catching up with clients, getting some new leads and educating myself on the most-pressing issues in the affiliate space.

Shawn Collins and Missy Ward put on the best show in the  industry and the event continues to grow (more than 3,500 attendees in NYC). And  as always, Affiliate Summit offers so many educational opportunities. Although I attended several amazing sessions, I also missed way too many. It’s just too easy to get caught in the hallways or exhibit hall and get sucked into interesting conversations. Luckily, I had a Platinum pass, which means that I will have access to see the videos of the sessions I missed. I can’t wait to start viewing those sessions. They are usually available about 3 to 4 weeks following the show, which gives me just enough time to implement what I did learn, before I have more to do.

The keynotes this year were exceptional. I knew just a little about Frank Luntz’s work as an author, consultant and pollster before Summit. Luntz’s specialty is testing language and finding words that will help his clients sell their product or change opinions on candidates. His keynote gave me a lot to think about. Being a 20+ year journalist and writer, I may be biased about a keynote focusing on words that work since I’m a word nerd.

Jim Kukral’s keynote was also a treat. Total disclaimer here, Jim is a long time friend of mine, a collaborator on several projects with me and the co-author with me of the upcoming book (The Ultimate Pitch: 17 Surefire Strategies to Get Exactly What You Want in Work & Life - Wiley & Sons).

Jim set out to challenge the audience to have the career they want. I think he accomplished that. I was inspired to be even more of a “doer”. I felt energized and coupled with also reading Jim’s new book (Attention: This Book Will Make You Money) I am really motivated and inspired.

In addition, I was also honored to be part of Jim’s Affiliate Super Friends, a group that he contacted to help him spread the word about the launch of his book a few weeks ago. The email thread morphed into something more and GTO Management’s Karen Garcia made an entire website dedicated to the Affiliate Super Friends and then turned everyone into super heroes by sewing capes for us. Karen is truly amazing.

At the conference I heard some truly inspiring ideas for new businesses that are in the works (I’ll be able to say more about some of them very soon). Many of them take advantage of blogs, social networks and gaps left by the networks for additional tracking. I am always blown away by how clever and savvy affiliates are. Affiliates move quickly, seize opportunities and make things happen. There are doers.

I also saw a lot of third party tools, which for me signifies the maturation of the industry. While, some observers may still regard affiliate marketing as the Wild West, in my opinion the industry has come of age. There is no doubt it is a viable, growing industry that delivers – a trait that guarantees affiliate marketing will be around for years to come. I look forward to seeing it evolve and grow.

Hellooo….?

Ahem, are you listening to me?

If you’re anything like me or most marketers you are trying to get your message out there, but not always sure people are listening, reacting or taking action. Hell, they may not have even heard you. But just screaming louder to rise above the glut of noise out there is not the answer

My friend Jim Kukral knows how to get positive attention and wrote a book to share his awesome attention getting strategies. Attention: This Book Will Make You Money came out today to rave reviews. It’s not just a hey-look-at-me approach to capturing attention, but tips, tricks, proven-techniques, and off-the wall buzz-worthy ideas that can make you money. Yes, money. Who doesn’t want more of that?

I’ve been following the blog and I can’t wait to read the book and put some of the ideas into action. I’m also looking forward to seeing Jim give the keynote at Affiliate Summit East 2010 next week in New York. I’ll be in the front row cheering him on (or maybe heckling, depending on how late I was out the night before).

In the spirit of full disclosure, Jim is my co-author on The Ultimate Pitch: 17 Sure-Fire Strategies for Getting Exactly What You Want in Work & Life. The book is due out from Wiley & Sons in the spring of 2011. Because Jim and I are working together have even more first-hand knowledge that he is one smart dude who knows how to get attention. I am listening to him.

]]> http://www.lisapicarille.com/social-media/may-i-have-your-attention-please/feed http://www.lisapicarille.com/affiliate-marketing/headed-to-affiliate-summit-east-2010 http://www.lisapicarille.com/affiliate-marketing/headed-to-affiliate-summit-east-2010#comments Thu, 05 Aug 2010 17:04:27 +0000 Lisa Picarille http://www.lisapicarille.com/?p=218

I always get excited about the Affiliate Summit conference – especially when it’s on the East Coast and New York City in particular. It’s my chance to head back east and get snoot full of that heat and humidity and hustle and bustle that I miss so much.

Actually, it’s my big opportunity to catch up with old friends from the affiliate marketing space and meet plenty of new ones. I’m particularly excited about a bunch of things that are happening at or around the show.

The Audience Conference: It’s being held at the iconic comedy club Caroline’s in Manhattan. In addition to a spectacular lineup of speakers, there is a chance for attendees to step on the famous stage and see if they can make the crowd laugh. I’ve signed up for the open mike and my 2 minutes of shame (Maybe fame. Doubtful, but fingers crossed). I’m taking a red-eye from California and land only an hour before the event begins. Hopefully, I’ll be rested and ready for my comic debut.

Podcasting 101 Session: Oh, I love the podcasting. I worked in radio way back in the old days and also did streaming audio programming on the Internet in the late 1990’s. So, I’m thrilled to be moderating a panel on Sunday at noon with other podcasters Trisha Lyn Fawver, Daniel M. Clark and Joe Magennis. We can all be found on the geekcast.fm network. The session will take you through the benefits of podcasting, what you need to get started and how to leverage the audio format as a marketing tool for your business

Trivia Tweetup: In addition to all the exciting parties (Buy.at’s black and white affair and the ShareASale blowout), I’m looking forward to the Trivia Tweetup. We had a blast in Vegas and once again there will be bragging rights and prizes including passes for Affiliate Summit West 2011 in Las Vegas.

I’m also participating in the newcomer program, which connects those attending the show for the first time with veteran attendees. It’s one of my favorite parts of the conference experience.

And of course, I’m looking forward to hearing Jim Kurkal’s keynote. Jim’s new book is out and he’ll be signing it. I’ll be in the first row to support and cheer on Jim, who is my co-author on The Ultimate Pitch: 17 sure-fire strategies to get exactly what you want in work and life (due out in the spring of 2011).

Later this week I’m going to post about which sessions at the show I’ll be attending.

Meanwhile, if you want to connect at the show ping me or look me up on the Affiliate Summit Social Networking site.

This week on the Affiliate Thing podcast, Shawn Collins and I talk about Shawn planning to move to Austin, Affiliate Summit selling out, and whether Foursquare is useful or horrible. We also get into optimizing image results in the search engines, new advertisers at LinkShare, whether people need their own iPhone apps, and a CJ pay-per-call webinar.

Get all the show links and listen to the podcast.

You can also subscribe to the Affiliate Thing RSS feed or listen on iTunes. You can also send a blank e-mail to affiliatething@aweber.com to get each podcast delivered by e-mail.