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How to Make Social Networking “Work” for You! WATCH FOR MikeB’s JUNE ANNOUNCEMENT!

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V 3.4. - 2011


FEATURED INSIDE

News Bytes, Tips and Tricks Featured Throughout…

How to Make Social Networking “Work” for You It seems that everyone is a twitter about – well, Twitter... and Facebook, still some on MySpace and all the other top social media hotspots. It seems as if everyone has a Facebook page and a Twitter account, so of course your business should have one too. But - there’s a big difference between just “having” a social networking page and working” that social networking page to its full potential. Here are some tips

PAGE 8

that will help you to make your social networking pages work for you.

Photos by MikeB – XbizLA and the Xbiz Awards! Captured for eternity by MikeB, this elegant event and award ceremony proved productive for many – plan your ROI for the Xbiz Summit Chicago now, and you’ll be impressed…Starting on PAGE 10

Using Targeted E-mails to Increase Consumer Loyalty It is more important than ever before to stay in-touch with current and past customers to ensure that they stay with your brand rather than going to your competitors’ websites. Studies are also showing that programs that focus on increasing consumer loyalty are more effective now than they have been in the past – in part due to the consumer’s desire to work with a company that they know to be trustworthy and will deliver a quality product.

PAGE 30

Just How Distracted Are Your Customers? It doesn’t matter what you are selling these days, your customers are distracted. Not only are they multi-tasking like never before, many have developed a brand new behavior known within the industry as “multi-screening” while looking at your website, products or advertisements. Think about it – many people have their televisions, computers and mobile devices all going at once – distracted not just by your competitors for their attention, but also by the program on the television, texting and messaging from friends on their mobiles and of course the whole Las Vegas strip of advertising attacks on their computers. All this multi-tasking and multi-screening is having a definite effect on the behaviors and viewing habits of your core customer base and it is something you will need to learn to combat.

PAGE 32

CommerceGate, Webbilling and LotzaDollars News Starting on

PAGE 34


Publisher Michael Bartholomey Howling Dog MikeB Director of Online Development Kath Blackwell Creative Director The Midnite Artist Events Marketing & Photography MikeB NickB JFK - FUBAR Contact Us! AdultWebLife..com is produced monthly by HowlingDogsEnterprise, Inc. Letters: We want to hear from you! Letters must include your name and address. We reserve the right to edit all submissions. Snail Mail: Write us at: Howling Dogs Enterprise 551 NE 28th Court Pompano Beach, Florida 33064 Phone – 954-326-1483 Email: feelgood@adultweblife.com Send all news releases, article submissions, article topic proposals, business development opportunities, cooperations, partnerships and trades, B2B and B2C marketing inquiries, and all other feedback, suggestions and ideas to: feelgood@adultweblife.com

Writing for AdultWebLife.com Submit all inquiries in confidence to: feelgood@adultweblife.com Online Inquiries Submit all correspondence to: webmaster@adultweblife.com Subscriptions: Write: webmaster@adultweblife.com Exclusive AdultWebLife Sponsorships Limited sponsorship positions are available in print and at events. Contact MikeB at: michael@howlingdogsenterprise.com or 954-326-1483 for available positions and opportunities. Online positions and marketing support contracts are limited. To sponsor AdultWebLife.com Online, write: webmaster@adultweblife.com. Positions are limited.

Sponsors are solely responsible for contents of advertising, including photos/images, artwork and all creative submitted for publication and shall indemnify and hold publisher harmless from any legal actions as a result of photos, artwork or statements printed in their advertisement due to issues of copyright, trademark, lack of proper release or age verification, identity or libel. This publication contains many forward-looking words, including but not limited to “plans,” “may,” “will,” “expects,” “anticipates,” “projects,” “estimates,” “believes,” “intends,” “should,” “seeks,” and similar expressions. Forward-looking statements certainly involve known and unknown risks and uncertainties that may cause actual future results to differ materially from those projected or contemplated today in the forward-looking statements. Forward-looking statements may be significantly impacted by known and unknown risks and unforeseen events, and every recommendation and all data must be analyzed for relevance and applicability to your particular business model, marketing or financial plan. Manage your risk. As we all do here in Florida from June to November, plan for the worst, and work for the best outcome, using all the information from multiple sources you are able to gather.


Publisher’s Welcome

C

an you believe the Q1 is already gone?!?

in social networking. We have an interesting

I’m having a lot of fun this year and

article on the increasingly distracted surfer and

things are going well. I’ve lost count

of the shows already and will be enjoying the break until Xbiz Summit Chicago. Speaking of Xbiz Chicago, I’ve been quietly observing [well, if you know me you know it wasn’t quietly…] all the innovation going on this year, and I’ve decided to really step outside my comfort zone now to challenge myself and see what I can do. I’ve already gotten some lessons in whom to work with and who to avoid – and you’d have thought I’d have already known that – more on that in future issues.

how to focus them – and, well – if you know me you know distraction is something I’m always working on ;-D Facebook is proving the ultimate challenge for adult marketers, and we’ll be talking about Facebook success in adult and mainstream endeavors on a continual basis, along with Twitter success and the always successful blog. Working in mainstream and adult has both similarities and differences – experiment with marketing and sales in both industries.

I’m spreading my wings this year, and you’re

Now I have to tell you again - now is not the

going to see lots of changes – and let’s just say

time to be reducing media spends. Build your

I can’t wait until June…what a year it’s going

2011 Brand. Explain and differentiate what you

to be! I’ll be spending a lot of time on perception for the balance of 2011. Because really, the value and pricing of your product or service, regardless of your industry, is based upon your potential customer’s perception of what your product or service will really do for them and how it compares with your competition. Well, I’ve taken that to heart, and I’m going to be focused and working hard on winning your business and helping you expand your business. Another aspect of perception is customer loyalty, and we address that in this issue in relation to targeted email marketing, and as always we cover some B2B basics, because you

offer; because print still works! Prove you are a savvy marketer, tell your story across platforms – make working with MikeB a cornerstone of your brand along with your spends in digital and social media, and we’ll help you build your brand better than ever while you enable us to educate, entertain and embolden those working at every level in online e-commerce. Enjoy the photos, the articles, the news, the tips and the tricks – and watch for your friends to appear every month. See you at the June Shows. Let’s work together. Thank you for your support,

can never hear the basics often enough. We

MikeB

talk about advertising trends and succeeding

michael@adultweblife.com


How to Make Social Networking “Work” for You!

I

t seems that everyone is a twitter about

on their Facebook and Twitter pages. You’ve

– well, Twitter... and Facebook, still some

got to spend time thinking about what you want

on MySpace and all the other top social

to say, how you want to say it and what you

media hotspots. It seems as if everyone has

want to offer to your readers as a reward for

a Facebook page and a Twitter account, so of

following you on a regular basis. Put yourself

course your business should have one too. But

in your customers’ shoes and think, “what is in

there’s a big difference between just “having”

it for me to click on this link or read this post?”

a social networking page and “working” that

Once you understand how your customers

social networking page to its full potential.

think, what they want and what you can do

Here are some tips that will help you to make

to encourage them to participate or make a

your social networking pages work for you!

purchase, you’ll find the process will be simple

Tip #1 – Make Your Posts Share-Worthy

Tip #4 – Cross Promotions

When you post on Twitter, make sure to

Working together with owners of related

include links that your followers will want to re-

businesses to do contests, promotions and

tweet to their friends; such as links to photos

other customer rewards is a great way to

and promotional items, as well as discussions

promote both companies, expand your reach

on your blogs or postings on Facebook that will

to a whole new demographic and hopefully,

encourage them to post comments. Spend time

bring in new business. Finding out what your

paying attention to what your customer base is

customers like and what cross promotional

interested in and post pathways to discussions

products they would be interested in is half the

about those topics to encourage participation.

battle in making this one work.

Tip #2 – Incentives = Actions

Tip #5 – Watch Your Stats

When you offer an incentive to your customers,

You can’t just “do it” and see what happens

you will usually get some sort of response or

– you’ve got to monitor your stats, track your

action in return. Incentives could include a

campaigns and know which marketing methods

special link to unlock some type of exclusive

are working, and which ones aren’t. The more

content, a discount or an opportunity to win

you know, the better you’ll be able to market

something. The prize doesn’t have to be huge

and promote future marketing campaigns

– a $5 gift card to their favorite coffee shop or

because you’ll know what type of promotions

discount off purchase or shipping price could

your customers respond to the most. An added

really get some customers excited.

bonus is that you’ll be maximizing your ROI on

Tip #3 – Give It a Lot of Thought One of the biggest mistakes that many businesses make is to just post any old thing

 ADULT WEB LIFE

and effective.

time spent…


xbiz.com/blogs/joed


Using Targeted E-mails to Increase Consumer Loyalty

I

t is more important than ever before to stay in-touch with current and past customers to ensure that they stay with your brand rather than going to your competitors’ websites. Studies are also showing that

programs that focus on increasing consumer loyalty are more effective now than they have been in the past – in part due to the consumer’s desire to work with a company that they know to be trustworthy that will deliver a quality product.

yield a discount or a reward for participation. Studies have shown that effective communication based upon the life-cycle of the customer or via recent behavior and activity, such as messages regarding abandoned shopping carts or welcome messages to new customers, give the best results. However if you are not getting a lot of positive response to your mailings

Email Transaction Rates and Revenues per Email for Loyalty Prospect Emails vs. General Bulk Mailings, June 2010 $0.21 (0.09%)

Loyalty prospect emails Bulk mailings

are of an interest to them, as well as features and offerings that could

$0.17 (0.07%)

Note: read chart as saying that loyalty emails had an average $0.21 revenue per email vs $0.17 for bulk mailings sent by the same companies. Source: Experian CheetahMail, “The Loyalist: Leveraging Relationships with Existing Customers to Increase ROI,” provided to eMarketer, Feb 10, 2011

you are not alone. Another study revealed that only 40% of retail email marketing campaigns were successful in 2010, meaning that many online businesses need to brush up on their skills and step up their game if they hope to improve on those figures in 2011. Sending more mailers is not the answer – sending mailers that are targeted, focused, relevant and useful to your subscribers, however, is the key.

Email Open and Click Rates for Loyalty Emails, by Type, June 2010 Reward arrival

loyalty to your website or brand is to use targeted e-mail marketing techniques on a regular basis. There’s a fine line to walk between

Welcome

effective marketing, which can bring customers back to your site for another purchase, and over-marketing, which can encourage customers to un-subscribe from your mailings and take their business to another website. In most cases over-marketing is a result of sending too many e-mails or e-mails that are repetitive and boring – your goal here is to offer an incentive to your customers, not to bully them with a sales pitch

9.7% 6.5% Redemption reminder 11.4%

customers are receiving messages that will interest them, making them purchase. By targeting your customers based upon past purchases or

12.4% Renewal

past interest shown, you increase your chances of positive acceptance of your mailers and of inspiring a positive action, such as a new visit to your website, bookmarking of new products or a new purchase as a direct result. In fact, a new study showed that mailings that were targeted to customers via a loyalty program out-performed other types of mailings, giving businesses a 40% higher open rate, a 22% higher click rate and a 29% higher purchase rate. Overall revenues for this type of mailing was also up by 11% compared to other mailers - making this type of marketing more than worth your while! When thinking “loyalty” programs, you should focus on sending your subscribers mailers that have a clear focus on products or services that

30 ADULT WEB LIFE

56.1% 53.6%

Survey

subscribers is to segment and target your mailings to ensure that your more likely to read the full e-mail, click on links and make another

58.5%

Statements

or bore them with a poorly constructed mailer. One way to improve the way that your mailings are received by your

126.4%

19.0%

A great way to stay in-contact with your customers and to increase

11.2%

51.1% 50.0%

Status level

7.9%

49.7%

News

30.7% 9.0% Loyalty promotions 26.2% 3.5%

Open rate Click rate

Source: Experian CheetahMail, “The Loyalist: Leveraging Relationships with Existing Customers to increase ROI,” provided to eMarketer, Feb 10, 2011


Just How Distracted Are Your Customers?

I

t doesn’t matter what you are selling these days, your customers

from $1.97 billion to as much as $5.71 billion – clearly this is a huge

are distracted. Not only are they multi-tasking like never before,

market that warrants some interest and consideration!

many have developed a brand new behavior known within the

industry as “multi-screening” while looking at your website, products or advertisements. Think about it – many people have their televisions, computers and mobile devices all going at once – distracted not just by your competitors for their attention, but also by the program on the television, texting and messaging from friends on their mobiles and of course the whole Las Vegas strip of advertising attacks on their computers. All this multi-tasking and multi-screening is having a definite effect on the behaviors and viewing habits of your core customer base and it is something you will need to learn to combat.

130.8 60.5%

145.6 65.0%

158.1 68.2%

70.8%

72.9%

computers and mobiles, more and more of that attention is being taken away from their TVs. In fact, this is due in large part to the movement of television programming away from the “big screen” to the smaller screens via Internet-based programming trends. It is expected that by the end of 2011, 69.4 million Americans will be watching television programs at least once a month via an Internet connection, with as many

This is a difficult area to navigate as behaviors, technology and video

millions and % of internet users

169.3

and attention, however due to the rapid speed and ease of use with

as 100 million adults in America watching online by 2015.

US Online Video Viewers, 2009-2015 178.7

Out of the three screens that most Americans are watching at all times, the television still outweighs the computer and the mobile for focus

content offerings are still evolving within this market. However, savvy

187.6

195.5

Web developers will pay attention to this new trend and will begin working on ways to keep their visitors’ attention on the small computer or mobile screen, allowing them to effectively compete with what is available on

74.7%

76.0%

the larger television screen. This trend does not just apply to video-based content, but to all types of content. More than ever before the Web developer’s job is to keep the customer’s focus on the website and content offerings to prevent them from being distracted by anything that might impede a sale. It’s time to improve your skills in this area, get to know your customer’s needs, and be prepared to “wow” the customer in a whole new way!

2009

2010

2011

Online video viewers

2012

2013

2014

2015

2009

2010

2011

2012

2013

2014

2015

Online TV viewers (millions)

44.0

54.5

69.4

81.0

88.9

95.0

99.2

--% change

13.9% 24.0% 27.4% 16.6%

--% of adult population

18.9% 23.2% 29.2% 33.7% 36.7% 38.8% 40.1%

--% of adult internet users

25.0% 30.0% 37.0% 42.0% 45.0% 47.0% 48.0%

--% of adult online video viewers

41.4% 46.7% 54.9% 60.0% 62.7% 64.0% 64.1%

% of Internet users

Note: internet users who download or stream video online via any device at least once per month Source: eMarketer, Feb 2011 According to a study released by eMarketer.com, as many as 68% of all Internet users in the United States, approximately 158.1 million users, will be watching video content online in a 30-day period in 2011. That figure is expected to grow by 2015 to as many as 76% of all Internet users in the US or 195.5 million users. In reaction to this growth advertisers are expecting to increase their investment in online video advertising

32 ADULT WEB LIFE

US Adult Internet Users Who Watch TV Shows Online, 2009-2015

9.8%

6.9%

4.4%

Note: CAGR (2009-2015)=14.5%; internet users ages 18+ who watch TV shows online via any device at least once per month Source: eMarketer, Feb. 2011


CommerceGate Wrapped Barcelona Summit with Open House International processor

payment

CommerceGate

(www.

commercegate.com)

recently

celebrated

of

sponsorship

the

Barcelona Summit this year, enjoying a high profile throughout the show by contributing expertise to the billing panel and organizing several events, culminating with the Open House held at the CommerceGate headquarters, just a stone’s throw from the show venue.

Barcelona Summit took place on February 18th to 21st in the Miramar Hotel in Barcelona. The show was bigger than ever, with over 500 visitors representing all parts of the online entertainment industry.

is important to us,” said Bjorn Skarlen, CEO of CommerceGate. “This is an important show, both European

and

International

webmasters. As an international billing

provider

with

Leading US and international

was a very productive year for

solutions provide our clients -

billing provider CommerceGate

us and it so gratifying to have

celebrated a victory at the 2011

that honored by the industry.

XBIZ

We look forward to 2011 and

which of course is what won us the award.” On

February

20th,

show

participants were invited to visit the CommerceGate headquarters in Barcelona for a chance to take an internal look at one of the largest payment processors in the industry.

offices

key industry people in attendance. “At CommerceGate, our aim is to work closely with our clients to assist them in growing their profits through our knowledge and service, so this was the perfect time to invite the industry to one of our offices to

“Sponsoring The Barcelona Summit

for

the unique advantages our billing

It was a popular event with many

The fourth installment of the

in

Barcelona, this is a great opportunity for us to meet clients and potential customers from all over the world.” The sponsorship followed shortly after CommerceGate – DHD Media

learn more about us and what sets us apart from other billing companies. It was great to see so many people there,” Skarlen continued. CommerceGate is a global billing company servicing the US and EU markets from their offices in Barcelona, Miami and Los Angeles. Through their CommerceGate, DHD Media and SegPay platforms they provide and

bespoke

Direct

IPSP,

Merchant

Gateway accounts

won the “Billing Company of the

to online businesses. For more

Year – Merchant Services” Award

information

at the 2011 XBIZ Awards. Skarlen

commercegate.com

remarked that “Winning this award was a great honor for us, and

visit

www.solutions. or

contact

February 9th, with the award

providing

for “Billing Company of the Year

and features to our clientele,

– Merchant Services” going to

such as the launch of our new

the CommerceGate – DHD Media

affiliate management system that

Platform.

unifies all our platforms. We are

The 2011 XBIZ Awards was a night to honor the leaders in the adult business-to-business and consumer spaces. Receiving two separate nominations, the other being

CommerceGate-SegPay

nominated in the category of “Billing Company of the YearIPSP,”

CommerceGate

extremely

appreciative

of

driven forward constantly by our mission to provide the best in service, security, throughput and ease of use. Our dedication is to our wonderful clients, colleagues and

friends

who

continually

support our efforts.” CommerceGate provides leading

all

the best banking relationships, the

from the industry as a whole.

customized

The continued integration and

and traffic analysis, and the most

streamlining of the DHD Media,

robust support team to give

SegPay

any merchant uniquely tailored

platforms

and

CommerceGate

has

allowed

highest

throughput risk

with

management

the

services in order to reduce fraud

company to go to market in a

and chargebacks, while increasing

unique way with a complete

revenue. CommerceGate would

product offering ranging from

like to thank XBIZ, the industry

full service IPSP with Affiliate

and the other award winners.

Management to various levels of

Gateway

and

Customized

Services. As such, CommerceGate

For

has differentiated itself with an

CommerceGate’s

acute ability to adapt to each

Merchant Services, visit www.

client’s growth needs, and offer

solutions.commercegate.com or

the right solution to best fit

email sales@commercegate.com.

that voted for us at the XBIZ Awards,”

www.thebarcelonasummit.com.

options

the support they have received

The

information Summit,

more

merchant payment systems with

visit

our

more

even

was

on

Barcelona

34 ADULT WEB LIFE

Wednesday,

please

For

a great opportunity to showcase demonstrate

on

“We are so thankful to all those

place so soon afterwards, it was and

Awards

them.

sales@commercegate.com

with the Barcelona Summit taking

products

CommerceGate Celebrates Big XBIZ Award Win

said

Bjorn

Skarlen,

CEO of CommerceGate. “2010

more

information IPSP

on and


Webbilling Xbiz Award Repeat!

LotzaDollars Adds Webbilling EU Non-Card Payments

EU non-card billing leader Webbilling.com was honored again in LA with the 2011 Xbiz Award for Biller of the Year (Alternative).

I the

ndustry

LotzaDollars.

assured you are doing everything possible

com has expanded site development

innovator

to convert their traffic - it is very important

and marketing to facilitate use of

to every affiliate that their program of

Direct

choice converts any traffic from anywhere

Webbilling.com has enjoyed swift industry expansion

Debit billing platform and capitalize on

in the world,” said Ines Petersen, Global

through platform innovations culminating in the

potential EU conversions in their traffic.

Operations Director at Webbilling.com.

second Xbiz Award honor for among other things the unique ability to provide the marketing capability typically identified with credit card joins for alternative solutions.

Webbilling

can

provide

flexibility

in

customization of many aspects of the system, more countries than other processors servicing the highrisk markets, and always --- more on the way. Key

differentiation

factors

in

the

marketplace

expanding the platform include the addition of new countries for direct debit, a successful Merchant roster and ongoing Merchant innovation generating additional revenues, and the addition of an instant guaranteed payment process for the German speaking market, with Spain in testing and more countries coming. One risk factor inherent in the direct debit banking infrastructure associated with most Merchant disappointment and a cost of doing business with the process is the expectation of NSF/chargeback transactions. Webbilling.com continues to make strides to mitigate this risk for Merchants whose models require more strict protocols -- always striving to improve and build on what is available in the marketplace and making it work for the most Merchants. “The 2010-2011 XBIZ Awards have provided the external validation and acknowledgment that Webbilling is a unique provider in the processing vertical,” Global Operations Manager, Ines Petersen stated. “Webbilling has proven that you can’t assume you are already covered for these joins with your current solutions.” If you geo-target and want to see how your payment options present to site visitors in the Webbilling countries, ask JoeD for a free-of-charge proxy check. Investigate what makes Webbilling the single best EU alternative to complement all your other billers. You’ve worked hard to get your programs where they are; you don’t have to leave money on the table now. Not “Just another Biller” – investigate EU non-card Payments and Your Bottom Line. To schedule a meeting for upcoming shows or get your free join-page proxy check, contact JoeD now. Read his blog at http://xbiz.com/blogs/joed, and email him at: Marketing@Webbilling.com.

38 ADULT WEB LIFE

Webbilling.com

European

All EU affiliates can now send credit and non-card traffic to the LotzaDollars site portfolio and convert with additional payment options now in place.

LotzaDollars

joins

a

growing

and

esteemed list of industry leaders utilizing the Webbilling payment options in their billing mix, and has begun expanding

In making the decision to add the

visibility and presence in the EU markets.

Webbilling payment capability, Ed, owner

European webmasters are encouraged to

of LotzaDollars, observed that global

review the LotzaDollars cash program and

trends continue to evolve and the strength

send traffic to the newly EU optimized

of the Euro and British Pound against the

sites.

Dollar will likely remain the case for some time, “I wanted to be certain we are taking every possible advantage of available billing technology and payment options to optimize our revenue potential across the board. While we might remain credit card focused, why should we lose even

For more information about Webbilling write marketing@webbilling.com, and for additional information on making more money converting your global traffic, visit LotzaDollars.com, or write webmaster@ lotzadollars.com.

one sale because we did not have a user’s About Lotzadollars.com:

preferred payment option in place?” LotzaDollars

now

bills

users

Lotzadollars.com strives to personally with

the Webbilling Direct Debit purchase option for Spain, Germany, Austria, The Netherlands and the United Kingdom for the up to 75% of users who will not use a credit card online with no card of any kind required for a join, and will expand country coverage with Webbilling through 2010 and beyond.

develop and help all of their affiliates generate

additional

revenue. From galleries

to

conversions

building simply

custom

working

and MGP

closely

with affiliates on related projects, they are

constantly

updating

tools

and

inventories. Not only do they have hosted galleries, freesites, mgp galleries, and mgp freesites like everyone else, but they offer hosted banners and more. Watch for

“Competition for paid-site-conversions

contests and rewards in the program as

is intense these days, it is more important

well. Ed, Lori and their design team and

than ever to do everything to convert

staff invite you to take the time to check

each and every surfer landing on your

out the program. Drop any one of the staff

sites – you are working harder for every

an email with any questions or special

visitor and affiliates especially want to be

requests you may have.



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