Good Stuff, Lately

by Alicia on June 20, 2014


A few things I enjoyed this week:

  • Getting a free upgrade from the Little America (which I still love) over to the Grand America (and also the delicious free cookies at the Grand America) during my trip to SLC this week.
  • The train from the SLC airport to the hotel. Why have I been cabbing it every other time I’ve been here? So efficient!
  • Meeting and visiting with so many smart, creative women at Alt Summit like Amy from Delineate Your Dwelling (who is so sweet!) and other Influencers.
  • Discovering that Refinery29 has a company blog. I love this kind of inside baseball stuff.
  • Adding this book to my to-read list.
  • So many fun new projects on Whimseybox esp. these DIY Magic Ball Vases.

Favorite pins (clockwise from top left): 1, 2, 3, 4,


Today I’m at Alt Summit! In addition to hearing Martha Stewart and all of the other awesome presenters, I’m looking forward to my talk which is A Second Look at Affiliate Marketing.

Now, while it might not SOUND like the most exciting topic on the Alt Summit schedule I promise it’s worth your time to check it out, especially if:

  • You’ve tried an affiliate program before and had less-than-awesome results
  • You feel like affiliate marketing is spammy (when done incorrectly it sure can be)
  • You’re interested in exploring new revenue streams for your blog

Influencer Marketing Meets Affiliate Marketing

Here’s what’s happening – the affiliate programs of old were clunky to use, difficult to earn meaningful revenue from and exploited by scammy coupon and deal sites. However they were great for providing data and analytics that was useful for both publishers and advertisers. More recently sponsored content became popular where companies paid bloggers and publishers to create content on their behalf. The style varies – sometimes it’s all about the product, other times the product is a scant mention at the end of the post. This works well for some campaigns, but in general it’s more limited in scope (campaigns are negotiated individually rather than the self-serve nature of affiliate programs) and it’s harder to track the result.

The new generation influencer affiliate marketing programs combine the best parts of each of these strategies to create something that works for advertisers, publishers and readers. Here are the hallmarks:

  • Selective – The best networks are open only to approved members whose are creating original, high-quality content.
  • Vertically-focused - Influencer-driven affiliate marketing networks are created around a specific area of interest. This allows them to build tools and resources that designed especially for the publishers in that group. The one-size-fits-all approach of giant affiliate networks (CJ, ShareASale) no longer… fits.
  • Publisher-friendly  - The affiliate experience is built around the publisher, not the advertiser. Affiliate marketing programs need to offer tools, resources and other opportunities that help publishers maximize their efforts and earnings.
  • Technology-driven – While plain HTML links are still a mainstay, modern affiliate programs offer much more including embeddable and customizable blog widgets, cross-platform integration with social media networks and even their own apps.
  • Data-hungry – In addition to baseline metrics like clicks and purchases, publishers want to be able to track impressions, break down results by channel and more. The new generation of affiliate networks provide the analytics dashboards that publishers need to succeed.
  • Network-effects - By combining influencer and affiliate marketing approaches top networks are able to use the data for both individual publishers and the industry at large to offer their members paid content campaigns and other opportunities in addition to the mostly self-serve nature of affiliate revenue.

Affiliate Marketing Basics

If you’re interested in learning more, here’s the handout from my Alt session!

Thoughts/questions/comments? I’d love to hear them.


… is #DIY5, duh! Here’s the latest episode lovingly uploaded by Alyssa on Saturday night after a multi-day battle with iMovie and Vimeo. And yes, I am holding up a can of Diet Coke. Some things never change :)

Find the full show notes here.

PS – We’ve got party decorations + supplies on sale this week at Whimseybox – snag some in time for the 4th of July!


Good Stuff, Lately

by Alicia on June 13, 2014


  • All of these clothes right now please.
  •  I finally tracked down some black Birkenstocks in my size because (a) comfy, yo and (b) they’re everywhere lately online looking super cool! And in my book when comfy shoes become trendy it’s an instant buy. However, every time I put them on I just look comfy girl, not cool girl. Oh well.
  • Looking forward to speaking at Alt Summit next week – see you there?
  • Downloaded this book for weekend reading.
  • This week we held a live Google Hangout On Air for our Influencer partners at Whimseybox. It was our first time trying something like that and it was inspired by one that Ahalogy (a great service for Pinterest scheduling and more) did in the past. We didn’t know if anyone would come or if we’d get the technology to work right or how it would go, but it actually turned out to be pretty fun and we got some great feedback from people who were able to get their questions answered and get to know us a bit better. Can’t wait to do it again.

Clockwise from top left: art, room, glasses, matter, room, bag 


For background, see my previous posts This Is Not Okay, Why>How>What and What It Means At Whimseybox and Standing Behind Your Work.

This morning I had a brief phone call with Sandra Oh Lin, the founder of Kiwi Crate and Maker Crate. I appreciate that she reached out to me, it was certainly the professional thing to do. She seemed quite nice and said she understood my ‘frustration’. She confirmed that they are behind Maker Crate and said the reason they haven’t put their name on it is because they consider it to be in alpha.

Essentially she echoed the response they posted here- they never meant to copy me or anyone else and that as a company that’s not how they operate, but acknowledged that they are “making changes.”  I’m glad to hear it because continuing to do what they were doing would be both wrong and stupid. I have noticed that some of the content I originally posted about has been removed.

She also explained that tackling the broader art/craft market has been in their business plan since the beginning which I totally believe. Almost every startup starts with something smallish (at Whimseybox it was our monthly subscription) but has their sights set on a really big market opportunity. However, I doubt their original plans from 2011 had anything about using content to sell supplies by project. And if it did and it’s just a coincidence that their business looks so much like Whimseybox then it’s an even bigger coincidence that they then built a site that looks so much like Whimseybox…


(Thanks to the Wayback Machine for that image of our old shop page. I like it better now though.)

I didn’t/don’t have much to say in response except this: Hearing that it’s not their intent to copy and that it’s not how they do business rings hollow, because it’s obvious to me that my content (and others’) was misappropriated. So in my experience that is how they do business.

It reminds me of a great blog post by venture capitalist Heidi Roizen called The One Rule For Building Your Company Cultureyour actions are all that matter.

Why did we forego the easy money?

Because, if you lie about anything in front of your team, what does it say to them about how they should behave when faced with their own dilemmas?

To me, it says, lying is okay. Go ahead and steal a hard drive if you need one for your personal use.  And take your friends out to dinner and charge it as a business expense for a client who wasn’t even in town.  We cheat, so you can too.

We did not want to run a company where cheating was a way of business.  So we told the truth.

And that leads me to the promised single rule about building your company culture:

Your actions are all that matters. 

*These are all just my personal opinions, of course :)

{ 1 comment }