[Deborah Carney]

This question has come up a lot lately, so without prompting I want to see what people in the industry, both veterans and newcomers. If you don't mind taking a moment to answer our question over on Merchant ABCs. We'll post a summary of the answers over here.

[ExperienceAdvertising]

Just submitted it!

[Deborah Carney]

Thanks Evan! We got a couple responses, which I will post in a week or so, but I really want to hear from people who are actually unsure what an OPM is and have them try to explain it, or tell me they have no clue

There is a method to my madness

[Deborah Carney]

Since we have some new "eyes" over here I want to give this a bump. I would really love for you to go over to Merchant ABCs merchant training site and do one of three things Or all three!

1. What is an OPM, as I asked above - I'd like to hear from people what they think an OPM is/does and I'd like to know if you have no idea what they are.

2. Be our guest! We have3 affiliate marketing podcasts that we love to have guests on, not that we don't have enough on our own to say but we like to include a variety of voices.

3. Sound Off! Tell us what you like and don't like about affiliates, merchants and/or networks. Submit as many as you like, you can be anonymous or you can give us permission to use your name. Or you can chose to just tell us and not have it posted at all.

Disclaimer: We will be using any information gathered in our Merchant and Affiliate training courses and probably as topics for future podcasts.

[Deborah Carney]

Some Answers:

From Evan Weber:
An agency that manages affiliate programs on behalf of companies or "Advertisers" on the major affiliate networks like CJ.com, Linkshare.com, Shareasale.com, and Google Network. An OPM should provide the following services:
- Daily account management - new publisher screening and approvals
- Publisher recruiting - leveraging the networks and their own publisher base
- Publisher Follow-up emails - following up with all new publishers personally
- Strategizing with clients about promotions and monthly management
- Suggesting to client ways of growing the program and make it more productive
- Working with clients to improve their website's conversion rates so affiliate traffic converts better
- Providing 24/7 publisher support by phone, chat and email

Thats some of it! Hope this helps!

From Billy Kay:
Probably not the textbook answer you wanted, but an OPM is an expert as a merchant AND an expert as an affiliate... and has the tuff job of telling the actual merchant and actual affiliate what they each have to do (as in bend, change, adapt) so that they each compliment each other and make money together.

This entails telling a merchant how to make their website "affiliate friendly". If it's an arrogant merchant who thinks they have the world's best website and affiliates should be lining up to promote them, the OPM has their work cut out for themselves.

If it's a noob merchant, the OPM takes on the role of "teacher", another time-consuming proposition.

Same applies to an arrogant or clueless affiliate.

And that's just "in general".

All the links, creatives, banner sizes, datafeeds - all the nuts and bolts - need to be gone over with the OPM

When any kind of problem arises, such as a sale that didn't track, the go-to person is the OPM... which means they also have to be a diplomat.

Since affs and merchants need to be introduced to each other, they also have to be experts in Networking and Social Media.

Of all the parts involved in affiliate marketing, they have the hardest. The most time consuming. The most diverse knowledge requirements.

Only a fool would become an... ooops, ran out of ink

From Milan Jara:
Hi Guys,

OPM short for Outsourced Program Manager. Someone that is hired by the merchant to manage an affiliate program.

[Deborah Carney]

From JimD:
Outsourced Program Manager:
An intermediary between the affiliate, merchant and network.
I have often felt that they fall into two categories. Proactive and reactive.

Proactive OPM’s are worth more that the weight of gold. Are a guiding light and can/will help you follow the correct path – often able to offer an insight into what converts, what does not and further will be working with you to promote the next promotion/season/deal.
Reactive! Come out of the cracks when a sale or two have been made. Normally a system email, saying how wonderful you are and if they can help in any way don’t hesitate to ask!

An OPM who reaches out to affiliates will win my vote every time.

Based on my personal experience only!

[BillyKay]

Wow... there's still more!

If you log in to any Network, like Shareasale, and click on a merchant like Viator (which is managed by an OPM)...

everything you see...

The terms of service

The welcome page

The text links

banner links

datafeeds

The choice of categories that the links are under

the commission rate, cookie durations

any special affiliate promotions

if the merchant is available on popshops or goldencan

any newsletters you receive

any special needs (like custom banners or links)

everything you see...

was either made by the OPM, or the result of the OPM's input


Hec! That sounds like a full time job - and most OPMs have SEVERAL merchants!

(One wonders how Vinny has time to go bird watching!!)

[Victor]

Just submitted my answer. :-)

[LizGazer]

I submitted an answer as well based on a discussion I had with an affiliate just today who was unsure as to what the term OPM stood for. I'll leave the answer until if/when Deb decides to post it. Talk about a timely discussion!

This post has been edited by LizGazer: 11 July 2011 - 05:06 AM

[Deborah Carney]

From Victor:
I have heard this term a lot lately and I believe it is a person who operates an affiliate program. A higher up then the affiliate manager. I think.

From Liz G:
Hi guys! Saw your thread on "What is an OPM" and had to share a conversation relating to this topic, I had with someone (an affiliate!) just today. He asked me what area of affiliate marketing I am involved in and of course I told him I am involved in a few areas but primarily an OPM. His response was "Other People's Money?" I had to chuckle as I responded, "Well, yes, in a sense, I do play with Other People's Money for a living, but no, I meant, I'm an "Outsourced Program Manager.. you know... a consultant."

[Deborah Carney]

I'll be using the submissions (that have allowed permission) to create a power point and video to explain to new merchants what an OPM is, so make sure and get your two cents in