arkaos 4.26.0 → 4.28.0

package/departments/landing/skills/affiliate-bridge/SKILL.md

@@ -9,6 +9,10 @@ description: >
   multi-step funnel around your OWN product -> landing/funnel-design
   (bridge pages only front someone else's offer).
 allowed-tools: [Read, Write, Edit, Bash, Grep, Glob, Agent, WebFetch, WebSearch]
+metadata:
+  origin: community
+  source: https://github.com/coreyhaines31/marketingskills
+  license: MIT
 ---
 
 <!-- arka:kb-first-prefix begin -->
@@ -20,12 +24,294 @@ allowed-tools: [Read, Write, Edit, Bash, Grep, Glob, Agent, WebFetch, WebSearch]
 
 # Affiliate Bridge — `/landing affiliate <product>`
 
-> **Agent:** Sergio (Affiliate Manager) | **Framework:** Affiliate Bridge Funnel
+> **Agent:** Sergio (Affiliate Manager) | **Framework:** Affiliate Bridge Funnel + Referral & Affiliate Programs
 
-## What It Does
+**Context:** read the product marketing context first —
+`WizardingCode/Marketing/product-marketing.md` in Obsidian (KB-first),
+else the project-local `.agents/product-marketing.md`.
 
-Affiliate bridge page: pre-sell, review, comparison before sending to offer.
+## Two Modes
 
-## Output
+This skill covers both sides of partner-driven growth. Pick the mode from
+the request.
 
-Bridge page spec with copy, trust elements, and tracking setup
+| Mode | You are... | Deliverable |
+|------|-----------|-------------|
+| **A — Bridge page** | The affiliate pre-selling someone else's offer | Bridge page spec that warms traffic before the vendor's checkout |
+| **B — Program** | The vendor recruiting others to sell for you | Referral or affiliate program design that turns customers and partners into a growth engine |
+
+Bridge-page work fronts a third-party offer; program work builds the
+incentive system behind your own product.
+
+---
+
+## Mode A — Bridge Page
+
+A bridge page sits between an ad (or a piece of content) and a third-party
+offer. It pre-sells with a review, comparison, or personal-angle framing so
+the visitor arrives at the vendor warm instead of cold.
+
+Build it with:
+
+- **Angle** — review, comparison ("X vs Y"), or story/use-case that earns the click honestly.
+- **Copy** — restate the visitor's problem, show the offer as the path, set expectations for what happens after the click.
+- **Trust elements** — disclosure of the affiliate relationship, real experience, proof, honest pros and cons.
+- **Tracking** — affiliate link with correct attribution parameters, click tracking, and, where the program allows, post-conversion reporting.
+
+Output: a bridge page spec with copy, trust elements, and tracking setup,
+ready to hand to `landing/copy-framework` and `landing/landing-gen`.
+
+---
+
+## Mode B — Referral & Affiliate Programs
+
+Design and optimize programs that turn customers and partners into growth
+engines.
+
+### Program Inputs (ask if not provided)
+
+**Program type:**
+- Customer referral program, affiliate program, or both?
+- B2B or B2C?
+- Average customer LTV?
+- Current CAC from other channels?
+
+**Current state:**
+- Existing referral/affiliate program?
+- Current referral rate (% who refer)?
+- What incentives have you tried?
+
+**Product fit:**
+- Is the product shareable?
+- Does it have network effects?
+- Do customers naturally talk about it?
+
+**Resources:**
+- Tools/platforms in use or under consideration?
+- Budget for referral incentives?
+
+---
+
+### Referral vs. Affiliate
+
+#### Customer referral programs
+
+**Best for:**
+- Existing customers recommending to their network
+- Products with natural word-of-mouth
+- Lower-ticket or self-serve products
+
+**Characteristics:**
+- Referrer is an existing customer
+- One-time or limited rewards
+- Higher trust, lower volume
+
+#### Affiliate programs
+
+**Best for:**
+- Reaching audiences you don't have access to
+- Content creators, influencers, bloggers
+- Higher-ticket products that justify commissions
+
+**Characteristics:**
+- Affiliates may not be customers
+- Ongoing commission relationship
+- Higher volume, variable trust
+
+---
+
+### Referral Program Design
+
+#### The referral loop
+
+```
+Trigger Moment → Share Action → Convert Referred → Reward → (Loop)
+```
+
+#### Step 1: Identify trigger moments
+
+**High-intent moments:**
+- Right after the first "aha" moment
+- After achieving a milestone
+- After exceptional support
+- After renewing or upgrading
+
+#### Step 2: Design the share mechanism
+
+**Ranked by effectiveness:**
+1. In-product sharing (highest conversion)
+2. Personalized link
+3. Email invitation
+4. Social sharing
+5. Referral code (works offline)
+
+#### Step 3: Choose the incentive structure
+
+**Single-sided rewards** (referrer only): simpler, works for high-value products.
+
+**Double-sided rewards** (both parties): higher conversion, win-win framing.
+
+**Tiered rewards**: gamifies the referral process, increases engagement.
+
+**For examples and incentive sizing**: See [references/program-examples.md](references/program-examples.md)
+
+---
+
+### Program Optimization
+
+#### Improving the referral rate
+
+**If few customers are referring:**
+- Ask at better moments
+- Simplify the sharing process
+- Test different incentive types
+- Make the referral prompt prominent in-product
+
+**If referrals aren't converting:**
+- Improve the landing experience for referred users
+- Strengthen the incentive for new users
+- Ensure the referrer's endorsement is visible
+
+#### A/B tests to run
+
+**Incentive tests:** amount, type, single vs. double-sided, timing.
+
+**Messaging tests:** program description, CTA copy, landing page copy.
+
+**Placement tests:** where and when the referral prompt appears.
+
+#### Common problems and fixes
+
+| Problem | Fix |
+|---------|-----|
+| Low awareness | Add prominent in-app prompts |
+| Low share rate | Simplify to one click |
+| Low conversion | Optimize the referred-user experience |
+| Fraud/abuse | Add verification, limits |
+| One-time referrers | Add tiered/gamified rewards |
+
+---
+
+### Measuring Success
+
+#### Key metrics
+
+**Program health:**
+- Active referrers (referred someone in the last 30 days)
+- Referral conversion rate
+- Rewards earned/paid
+
+**Business impact:**
+- % of new customers from referrals
+- CAC via referral vs. other channels
+- LTV of referred customers
+- Referral program ROI
+
+#### Typical findings
+
+- Referred customers have 16-25% higher LTV
+- Referred customers have 18-37% lower churn
+- Referred customers refer others at 2-3x the rate
+
+---
+
+### Launch Checklist
+
+**Before launch:**
+- [ ] Define program goals and success metrics
+- [ ] Design the incentive structure
+- [ ] Build or configure the referral tool
+- [ ] Create the referral landing page
+- [ ] Set up tracking and attribution
+- [ ] Define fraud-prevention rules
+- [ ] Create terms and conditions
+- [ ] Test the complete referral flow
+
+**Launch:**
+- [ ] Announce to existing customers
+- [ ] Add in-app referral prompts
+- [ ] Update the website with program details
+- [ ] Brief the support team
+
+**Post-launch (first 30 days):**
+- [ ] Review the conversion funnel
+- [ ] Identify top referrers
+- [ ] Gather feedback
+- [ ] Fix friction points
+- [ ] Send reminder emails to non-referrers
+
+---
+
+### Email Sequences
+
+**Referral program launch:**
+
+```
+Subject: You can now earn [reward] for sharing [Product]
+
+We just launched our referral program!
+
+Share [Product] with friends and earn [reward] for each signup.
+They get [their reward] too.
+
+[Unique referral link]
+
+1. Share your link
+2. Friend signs up
+3. You both get [reward]
+```
+
+**Referral nurture sequence:**
+
+- Day 7: remind about the referral program
+- Day 30: "Know anyone who'd benefit?"
+- Day 60: success story + referral prompt
+- After a milestone: "You achieved [X] — know others who'd want this?"
+
+---
+
+### Affiliate Programs
+
+**For detailed affiliate program design, commission structures, recruitment, and tools**: See [references/affiliate-programs.md](references/affiliate-programs.md)
+
+---
+
+### Task-Specific Questions
+
+1. What type of program (referral, affiliate, or both)?
+2. What's your customer LTV and current CAC?
+3. Existing program or starting from scratch?
+4. What tools/platforms are you considering?
+5. What's your budget for rewards/commissions?
+6. Is your product naturally shareable?
+
+---
+
+### Tool Integrations
+
+For implementation, see the [tools registry](../../../marketing/tools/REGISTRY.md). Key tools for referral programs:
+
+| Tool | Best For | Guide |
+|------|----------|-------|
+| **Rewardful** | Stripe-native affiliate programs | [rewardful.md](../../../marketing/tools/integrations/rewardful.md) |
+| **Tolt** | SaaS affiliate programs | [tolt.md](../../../marketing/tools/integrations/tolt.md) |
+| **Mention Me** | Enterprise referral programs | [mention-me.md](../../../marketing/tools/integrations/mention-me.md) |
+| **Dub.co** | Link tracking and attribution | [dub-co.md](../../../marketing/tools/integrations/dub-co.md) |
+| **Stripe** | Payment processing (for commission tracking) | [stripe.md](../../../marketing/tools/integrations/stripe.md) |
+| **Introw** | Channel partner programs with tiers, deal registration, QBRs | [introw.md](../../../marketing/tools/integrations/introw.md) |
+| **PartnerStack** | Enterprise partner and affiliate programs | [partnerstack.md](../../../marketing/tools/integrations/partnerstack.md) |
+
+---
+
+## Related ArkaOS skills
+
+- **`saas/launch-execute`** — launching the referral/affiliate program
+- **`landing/email-sequence`** — referral nurture campaigns
+- **`landing/persuasion-apply`** — the psychology behind why people refer
+- **`landing/offer-create`** — the incentive/offer that powers the program
+- **`landing/funnel-design`** — a multi-step funnel around your own product
+
+## Output → Obsidian
+
+- **Bridge mode:** bridge page spec (copy, trust elements, tracking) → `WizardingCode/Landing-Pages/Affiliate/BRIDGE-<slug>.md`
+- **Program mode:** referral/affiliate program design (loop, incentives, launch checklist, metrics) → `WizardingCode/Landing-Pages/Affiliate/PROGRAM-<slug>.md`

package/departments/landing/skills/affiliate-bridge/references/affiliate-programs.md

@@ -0,0 +1,167 @@
+# Affiliate Program Design
+
+Detailed guidance for building and managing affiliate programs.
+
+## Contents
+- Commission Structures
+- Cookie Duration
+- Affiliate Recruitment
+- Affiliate Enablement
+- Tools & Platforms (Referral Program Tools, Affiliate Program Tools, Choosing a Tool)
+- Fraud Prevention (Common Referral Fraud, Prevention Measures)
+
+## Commission Structures
+
+**Percentage of sale:**
+- Standard: 10-30% of first sale or first year
+- Works for: E-commerce, SaaS with clear pricing
+- Example: "Earn 25% of every sale you refer"
+
+**Flat fee per action:**
+- Standard: $5-500 depending on value
+- Works for: Lead gen, trials, freemium
+- Example: "$50 for every qualified demo"
+
+**Recurring commission:**
+- Standard: 10-25% of recurring revenue
+- Works for: Subscription products
+- Example: "20% of subscription for 12 months"
+
+**Tiered commission:**
+- Works for: Motivating high performers
+- Example: "20% for 1-10 sales, 25% for 11-25, 30% for 26+"
+
+---
+
+## Cookie Duration
+
+How long after click does affiliate get credit?
+
+| Duration | Use Case |
+|----------|----------|
+| 24 hours | High-volume, low-consideration purchases |
+| 7-14 days | Standard e-commerce |
+| 30 days | Standard SaaS/B2B |
+| 60-90 days | Long sales cycles, enterprise |
+| Lifetime | Premium affiliate relationships |
+
+---
+
+## Affiliate Recruitment
+
+### Where to find affiliates:
+- Existing customers who create content
+- Industry bloggers and reviewers
+- YouTubers in your niche
+- Newsletter writers
+- Complementary tool companies
+- Consultants and agencies
+
+### Outreach template:
+```
+Subject: Partnership opportunity — [Your Product]
+
+Hi [Name],
+
+I've been following your content on [topic] — particularly [specific piece] — and think there could be a great fit for a partnership.
+
+[Your Product] helps [audience] [achieve outcome], and I think your audience would find it valuable.
+
+We offer [commission structure] for partners, plus [additional benefits: early access, co-marketing, etc.].
+
+Would you be open to learning more?
+
+[Your name]
+```
+
+---
+
+## Affiliate Enablement
+
+Provide affiliates with:
+- [ ] Unique tracking links/codes
+- [ ] Product overview and key benefits
+- [ ] Target audience description
+- [ ] Comparison to competitors
+- [ ] Creative assets (logos, banners, images)
+- [ ] Sample copy and talking points
+- [ ] Case studies and testimonials
+- [ ] Demo access or free account
+- [ ] FAQ and objection handling
+- [ ] Payment terms and schedule
+
+---
+
+## Tools & Platforms
+
+### Referral Program Tools
+
+**Full-featured platforms:**
+- ReferralCandy — E-commerce focused
+- Ambassador — Enterprise referral programs
+- Friendbuy — E-commerce and subscription
+- GrowSurf — SaaS and tech companies
+- Mention Me — AI-powered referral marketing
+- Viral Loops — Template-based campaigns
+
+**Built-in options:**
+- Stripe (basic referral tracking)
+- HubSpot (CRM-integrated)
+- Segment (tracking and analytics)
+
+### Affiliate Program Tools
+
+**Affiliate networks:**
+- ShareASale — Large merchant network
+- Impact — Enterprise partnerships
+- PartnerStack — SaaS focused
+- Tapfiliate — Simple SaaS affiliate tracking
+- FirstPromoter — SaaS affiliate management
+
+**Partner Relationship Management (PRM):**
+- Introw — Full PRM with deal registration, commissions, tiers, QBRs, and partner engagement tracking ([integration guide](../../../../marketing/tools/integrations/introw.md))
+
+**Self-hosted:**
+- Rewardful — Stripe-integrated affiliates
+- Refersion — E-commerce affiliates
+
+### Choosing a Tool
+
+Consider:
+- Integration with your payment system
+- Fraud detection capabilities
+- Payout management
+- Reporting and analytics
+- Customization options
+- Price vs. program scale
+
+---
+
+## Fraud Prevention
+
+### Common Referral Fraud
+- Self-referrals (creating fake accounts)
+- Referral rings (groups referring each other)
+- Coupon sites posting referral codes
+- Fake email addresses
+- VPN/device spoofing
+
+### Prevention Measures
+
+**Technical:**
+- Email verification required
+- Device fingerprinting
+- IP address monitoring
+- Delayed reward payout (after activation)
+- Minimum activity threshold
+
+**Policy:**
+- Clear terms of service
+- Maximum referrals per period
+- Reward clawback for refunds/chargebacks
+- Manual review for suspicious patterns
+
+**Structural:**
+- Require referred user to take meaningful action
+- Cap lifetime rewards
+- Pay rewards in product credit (less attractive to fraudsters)

package/departments/landing/skills/affiliate-bridge/references/program-examples.md

@@ -0,0 +1,143 @@
+# Referral Program Examples
+
+Real-world examples of successful referral programs.
+
+## Contents
+- Dropbox (Classic)
+- Uber/Lyft
+- Morning Brew
+- Notion
+- Incentive Types Comparison
+- Incentive Sizing Framework
+- Viral Coefficient & Metrics (Key Metrics, Calculating Referral Program ROI)
+
+## Dropbox (Classic)
+
+**Program:** Give 500MB storage, get 500MB storage
+
+**Why it worked:**
+- Reward directly tied to product value
+- Low friction (just an email)
+- Both parties benefit equally
+- Gamified with progress tracking
+
+---
+
+## Uber/Lyft
+
+**Program:** Give $10 ride credit, get $10 when they ride
+
+**Why it worked:**
+- Immediate, clear value
+- Double-sided incentive
+- Easy to share (code/link)
+- Triggered at natural moments
+
+---
+
+## Morning Brew
+
+**Program:** Tiered rewards for subscriber referrals
+- 3 referrals: Newsletter stickers
+- 5 referrals: T-shirt
+- 10 referrals: Mug
+- 25 referrals: Hoodie
+
+**Why it worked:**
+- Gamification drives ongoing engagement
+- Physical rewards are shareable (more referrals)
+- Low cost relative to subscriber value
+- Built status/identity
+
+---
+
+## Notion
+
+**Program:** $10 credit per referral (education)
+
+**Why it worked:**
+- Targeted high-sharing audience (students)
+- Product naturally spreads in teams
+- Credit keeps users engaged
+
+---
+
+## Incentive Types Comparison
+
+| Type | Pros | Cons | Best For |
+|------|------|------|----------|
+| Cash/credit | Universally valued | Feels transactional | Marketplaces, fintech |
+| Product credit | Drives usage | Only valuable if they'll use it | SaaS, subscriptions |
+| Free months | Clear value | May attract freebie-seekers | Subscription products |
+| Feature unlock | Low cost to you | Only works for gated features | Freemium products |
+| Swag/gifts | Memorable, shareable | Logistics complexity | Brand-focused companies |
+| Charity donation | Feel-good | Lower personal motivation | Mission-driven brands |
+
+---
+
+## Incentive Sizing Framework
+
+**Calculate your maximum incentive:**
+```
+Max Referral Reward = (Customer LTV × Gross Margin) - Target CAC
+```
+
+**Example:**
+- LTV: $1,200
+- Gross margin: 70%
+- Target CAC: $200
+- Max reward: ($1,200 × 0.70) - $200 = $640
+
+**Typical referral rewards:**
+- B2C: $10-50 or 10-25% of first purchase
+- B2B SaaS: $50-500 or 1-3 months free
+- Enterprise: Higher, often custom
+
+---
+
+## Viral Coefficient & Metrics
+
+### Key Metrics
+
+**Viral coefficient (K-factor):**
+```
+K = Invitations × Conversion Rate
+
+K > 1 = Viral growth (each user brings more than 1 new user)
+K < 1 = Amplified growth (referrals supplement other acquisition)
+```
+
+**Example:**
+- Average customer sends 3 invitations
+- 15% of invitations convert
+- K = 3 × 0.15 = 0.45
+
+**Referral rate:**
+```
+Referral Rate = (Customers who refer) / (Total customers)
+```
+
+Benchmarks:
+- Good: 10-25% of customers refer
+- Great: 25-50%
+- Exceptional: 50%+
+
+**Referrals per referrer:**
+
+Benchmarks:
+- Average: 1-2 referrals per referrer
+- Good: 2-5
+- Exceptional: 5+
+
+### Calculating Referral Program ROI
+
+```
+Referral Program ROI = (Revenue from referred customers - Program costs) / Program costs
+
+Program costs = Rewards paid + Tool costs + Management time
+```
+
+**Track separately:**
+- Cost per referred customer (CAC via referral)
+- LTV of referred customers (often higher than average)
+- Payback period for referral rewards