亚马逊Creator Connections品牌指南-14页

文件类型：PDF文档

提取的文档内容：PAGE 1 Creator Connections Amazon Confidential Brand GuidePAGE 2 2 03 Overview 04 Getting Started 05 Campaign Management 13 Additional FAQs 05 Campaign Creation 08 Who are Creator Connections Creators? 11 Track Performance 12 Direct Messaging What you’ll find in this PDFPAGE 3 Overview Here's why you should participate: Amazon Creator Connections is a brand-creator program that gives brands access to Amazon Creators, one of the world’s largest affiliate marketing programs. A self-service advertising opportunity that allows brands to provide incremental commissions for qualifying sales, with increased rates for a specified duration of time.  Wondering how Creator Connections works? Sellers & Vendors initiate and manage campaigns, while Creators opt-in, produce and publish content about your product(s), helping end-customers in making informed purchase decisions. You only pay for performance -- the commission linked to qualifying purchases. }� Creator Connections connects you with Amazon Creators who 
 are at the forefront of driving engagement and have a unique relationship with your brand’s target audience� V� Build your own affiliate marketing campaigns with custom 
 bonus commissions and budgetsM L� You only pay bonus commissions for eligible sales driven by 
 the creator� K� No service feesM I� Easily track creator performance with the following metrics: clicks, conversions, commissions, budget and content submissions� f� End to end campaign management including campaign creation, performance measurement and payments from within your existing Amazon Advertising account. 3PAGE 4 Access Login to your account and Accept Terms & Conditions to proceed.  4 For Sellers, login to Seller Central  and go to Creator Connections under “Advertising” in the navigation bar. For Vendors, login to Ads Console with your Brands Stores account and access Creator Connections under Brand Content in the left navigation.PAGE 5 Create a campaign that will engage Amazon Creators to drive sales of your product. Basic Information S Enable creators to discover your brand by creating a request that automatically reaches all eligible creators.F S After submission, you have a 24-hour window to modify the commission rate, product selection, start date, and the ability to cancel the campaign. After this period, the campaign goes live for creators to optin, and request cancellation is no longer possible. You can still edit the message to the creator, extend the budget and end date after the 24-hour window.  Request Name: This is the first thing to captivate the creator to accept. The title of the request which can include your brand or product name, campaign duration dates, and commission rate.  Message to the Creator: The message section provides all of the information the creator needs to evaluate and complete a request. Provide all necessary details for the creator to grasp the product, the goals of the campaign, their actions required. Campaign Creation Campaign management: 5 Note: Interested Creators will opt-in to your request if the campaign/product aligns with them and their audience. You will not be able to approve which creators opt-in. You will have visibility into which creators accept your request and results after content creation.PAGE 6 You can include (character count limit of 5,000):" ) An introduction about your company" ) An overview of your products" ) Any promotions occurring during the 
 campaign dates (share all promotional 
 details including the discount, items 
 included, start and end date, and discount 
 code if applicable)  Ensure the information referenced in the 
 “message” section aligns to the terms outlined 
 in individual fields (ex. dates, content types). Campaign Creation Campaign management: 6 Disclosure Requirements: Our policies require creators to use unavoidable disclosures. Creator's content must be visible and clearly message the disclosure that they receive compensation from the brand for publishing the content. For example, the creator can include the statement “Sponsored”, “Advertisement” or “Ad”. For additional detail, see The Federal Trade Commission’s guidance. Brands may provide more specific or additional disclosure requirements within the request. After the creator publish content created to the campaign, they must post the link to the campaign page to share with you, the brand. If they do not post content, they could receive a strike. (See Strike Policy section for more details). If the creator does not indicate they are being compensated, twill be asked to take down the content and repost it with compensation language. Start/End Date: The creator has until the last date of the campaign accept or decline the request. You must choose a start date at least seven days from when you create the request. The creator can post content anytime between the start and end date.  Tip: More details the better, put yourself in the mind of a creator as you add details. Please note, what you provide is guidance to the creator, they are NOT required to use any or all of what is requested here.PAGE 7 End Date: This is the last day for content to be posted and metrics to be recorded. There is a 30 day minimum request duration, and the maximum campaign can be 365 days. End dates may be extended for active campaigns. Budget: The amount set, is what all creators participating in the campaign earn against. There is a $5k minimum budget for all campaigns. Creators only earn on qualified sales during campaign 
 start and end dates; there is no flat fee for content creation. Campaign Creation Campaign management: 7 Commission rate: Set campaign commission rate. This rate is the 
 same for all creators who have accepted the campaign. Creator Interests: Target your creator audience by selecting interest filters.  Products: Use the product selector to add your products to your request. Creators can select from the products added to the request and can include one or more products in their content. The program will alert you if you’re low or out of stock, but it will not block you from continuing to create your campaign.  Example: If you create a campaign for a product (MSRP $50) with a campaign budget of $5,000 and a 10% commission rate, when Creator A makes 10 qualified sales they will earn $50 and your remaining budget is $4,950.  Tip: We recommend providing the creator with multiple options if it aligns with your marketing goals. To maximize conversion, we recommend selecting products that have sufficient inventory for the duration of the request. Utilizing Creator Connections to move through heavy stocked inventory, 
 is another great use case!PAGE 8 Who are Creator Connections Creators? Campaign management: 8 What are the requirements to be part of Amazon Associates and Creator Connections? Amazon Associates: Their social network page or group must be established, with a substantive number of organic followers/likes. For more information on the Amazon Associates or Influencer Program application process, please review these two links: Amazon Associates info and Amazon Influencer Program info. Creator Connections: All active creators (influencers and publishers) that are part of the Amazon Associates and/or Amazon Influencer Program are eligible for Creator Connections.  How does a creator use Affiliate+? Based on interest tags, creators will review the information in the Campaign Brief and can accept or decline the request until the start date specified in the request.  If a request is accepted, the creator has until the end date specified in the request to create content and post link in the campaign detail page. If the creator has any additional questions, they will reach out via direct message. See Direct Messaging Feature (page 12) below. Amazon Creators Amazon Creators are content creators who are part of our Amazon Associates and Influencer Programs (AIP); they create and promote content for products sold on Amazon. Associates An Associate includes digital media companies and any large publishers who are using Amazon product links in their content. Influencers We have traditional social media influencers, and bloggers whose primary method of communication perhaps is not through social media, but through a website or e-mail newsletter.PAGE 9 Who are Creator Connections Creators? Campaign management: 9 Do creators earn the Amazon Associate commission on top of 
 Bonus Commission? Yes, the creator will continue to receive standard Amazon Associate program commission on top of the Affiliate+ Bonus Commission, which is paid only when a customer referred by a creator to Amazon purchases your product through a qualifying purchase. Is there brand protection against influencers? If the content created and submitted by the creator is inappropriate, offensive, or is non-compliant with disclosure and/or campaign brief instructions, you may report the content to Creator Connections by selecting the “Report” button next to the content link and selecting a reporting reason. We will work with you and the Creator on investigating and resolving the issue. We do not offer any indemnity against liability. Do creators have to disclose that they are being compensated? Yes, creator’s content must be visible and clearly message the disclosure that they receive compensation from the brand for publishing the content. For example, the creator can include the statement “Sponsored”, “Advertisement” or “Ad”. For additional detail, see The Federal Trade Commission’s guidance. Brands may provide more specific or additional disclosure requirements within the request.  If their content violates Creator Connection’s guidelines, here’s how it affects their program eligibility: First Strike: We understand mistakes happen and they don’t mean to violate our policies - that’s why the first violation is just the first strike of three. The next time their content link is found to violate our guidelines, the creator will accrue a second strike. The strike will remain associated to their account for 1 year. If the violation is considered a severe abuse of our guidelines, it may result in removal from the Amazon Associates/Influencer Program without warning. Up to Three Strikes: If the creator accumulates three strikes within the same year, they will be removed from the Amazon Associates/Influencer Program. Each strike will not expire until one year from the time it was issued. They are welcome to reapply once our program requirements are met.PAGE 10 FAQs Campaign management: 10 Will I be able to edit a request once it is created?  Once you create a request, you have 24 hours to edit or cancel it before it is sent to creators. After that 24-hour period, will not be able to cancel your campaign and you only have the option to edit the message to the creator, have the ability to extend the budget and end date of the campaign request.   Will I be able to message creators? Yes, you can send and receive direct messages in Creator Connections, making it easier to Direct Message with creators, share additional campaign details, answer questions, etc. You may directly message creators who have accepted your campaign. To get started, you can either click on the message icon in the top right corner (next to help) or click to open the messaging drawer located in the bottom right corner. Click on the pencil icon to browse creators available to message with. Select a creator and send a message. How do I report a message? If you would like to report a message not automatically hidden by moderation, you can hover over the message and click on the ‘Report’ link to submit a report to the Creator Connections team to investigate. Reported messages will be hidden from your view.  What is the incentive for Creators?  Incremental bonus commission and product discovery. Can a request include multiple variations of a product?  Yes, to add all variations of a product select “Add variations” in the Product section of the request. To add some but not all variations, first add all variations and then remove any you would like to exclude by clicking the “x” next to that variation. We recommend you add variations to a product if your product offers different sizes (i.e., shoes), or offers different colors (i.e., makeup).PAGE 11 Track Performance Campaign management: 11 Creator Connections includes performance reporting with the following metrics: spend, purchases/revenue, units sold, and clicks. You will be able to see this for every creator and product within a request. The reporting captures qualifying purchases/revenue that happen within 24 hours after a customer clicks on a product link from the creator’s content between request start date and end date. This is different than the attribution shown in Amazon Ads reporting. Spend: The total current charges for a request.  Sales: The total value of products sold to shoppers attributed within 24 hours after a customer clicked. The final orders, spend, and sales amounts are calculated within 7 days after the request ended based on whether the products shipped to customers. Payment failures and orders that are canceled within 72 hours will be removed from sales totals. Orders: The number of Amazon orders placed by shoppers attributed within 24 hours after a customer clicked a product link. The final order amounts are calculated within 7 days after the request ended based on whether the products shipped to customers. Payment failures and orders that are canceled within 72 hours will be removed from sales totals. Clicks: The number of customers’ clicks on creator links to your products during the campaign durationPAGE 12 Direct Messaging Campaign management: 12 Direct Messaging Feature You can send and receive direct messages in Creator Connections, making it easier to Direct Message with creators, share additional campaign details, answer questions, etc. You may directly message creators who have accepted your campaign. To get started, you can either click on the message icon in the top right corner (next to help) or click to open the messaging drawer located in the bottom right corner. Click on the pencil icon to browse creators available to message with. Select a creator and send a message. How do I report a message? If you would like to report a message not automatically hidden by moderation, you can hover over the message and click on the ‘Report’ link to submit a report to the Creator Connections team to investigate. Reported messages will be hidden from your view.PAGE 13 13 Additional FAQs How long will the creator’s content be live?  The content created during the request will remain live at the creator’s discretion. The creator will stop receiving your additional commission on the request end date (or earlier if commission budget has exhausted), but will continue to receive standard Amazon Associate program commissions. Will I be able to control the messaging that creators provide?  No, creators maintain their editorial freedom when promoting and reviewing products. You can provide guidance on specific disclosure, hashtags or social media handles that should be included.  Will a preview of the content be available before it goes live?   No. Creators are not required to share a preview of the content before it goes live.  A creator wrote a negative review about my product. Can I make them remove it?  No. While this rarely occurs, this is a risk you accept when you submit 
 a request to a creator.  Will I be able to re-use content the creator generates?  The creator owns the rights to their content. You can repost the content on your social channels but cannot use it in any paid marketing. Can we provide samples to creators?  Samples are not provided as incentives through Creator Connections. However, you can choose to offer samples on an adhoc basis. Use the Direct Message Feature to request shipping information from creators and share tracking details. Creators are informed that by receiving the accompanying sample, it is required that they feature the sample (i.e., lifestyle photo, video demonstrating the product) in all content created for this campaign.PAGE 14 Additional FAQs If the request has ended, why are my spend and sales numbers 
 still changing?  While the orders did occur during the request window, the final spend and sales amounts are calculated after the request ended, based on whether the products shipped to customers. How will I be invoiced?  You will be invoiced through the advertising console tied to your Brand Stores account. You can view and edit your payment method preferences by navigating to Billing & Payments on the left. You can read more about payment preferences here. On an invoice, charges will appear as the title of the campaign and in the same line “Sponsored Ads”. How are commissions paid out to creators?  All the payments are managed through the system. It will appear on the creator’s monthly commission statement that they get from Amazon. For brands and sellers, it will be a separate line item that will bill every 30 days managed through the ad console.  Does hitting / missing KPI’s affect the cost of the program? No, there are no service fees associated to Creator Connections. What happens if an order made through content from a Creator Connections creator is returned? Final sales and spend are calculated up to seven days after the request end date based on whether the products shipped to customers. After that period, invoicing and reporting are final and shipments and returns will not be accounted for.

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数据用途：提升品牌曝光和销售