Free Marketing In Long Tail World

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Wired Editor Chris Anderson changed marketing with The Long Tail. His follow up book, Free: The future of a radical price, spawned from his Wired article entitled Free: Why $0.00 is the future of business freaked people out even as its predictions are coming true. This deck was created after a productive brainstrom at BarCampRDU in August, 2009.

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Free Marketing In Long Tail World

  1. 1. Free?
  2. 2. Free: Profit Killer, Inevitable, Necessary or All of the Above <ul><li>Long Tail </li></ul><ul><li>New Altruism </li></ul><ul><li>Citizen Marketer </li></ul><ul><li>Free To You </li></ul><ul><li>Freemium = Few Pay </li></ul><ul><li>Attention = New Money </li></ul><ul><li>Monetizing Twitter </li></ul><ul><li>Cool = Normal </li></ul><ul><li>Ideas = Purple </li></ul><ul><li>Sticky memes and emergence </li></ul><ul><li>Crossing The Chasm </li></ul>Cover Art: Shepard Fairey ObeyGiant .com
  3. 3. Long Tail head tail Long Tail by Chris Anderson
  4. 4. Long Tail <ul><li>Chris Anderson’s Long Tail . </li></ul><ul><li>80% anything controlled by 20% of set. </li></ul><ul><li>Also known as Pareto Distribution </li></ul><ul><li>Long tail concept applied to many things: </li></ul><ul><ul><li>Long Tail of Search </li></ul></ul><ul><ul><li>Long Tail of Links </li></ul></ul><ul><ul><li>Long Tail of Voters </li></ul></ul><ul><li>Long Tail = Repeatable Fractal </li></ul><ul><ul><li>Repeats as set is reduced in size </li></ul></ul>
  5. 5. Free <ul><li>Experiencing New Altruism? </li></ul><ul><ul><li>NonZero by Wright </li></ul></ul><ul><ul><li>Mind of the Market by Shermer </li></ul></ul><ul><ul><li>Neuroeconomics = new concept = why we buy </li></ul></ul>
  6. 6. Citizen Marketer <ul><li>Magic 1% contribute. </li></ul><ul><li>Contribute for non-monetary reasons. </li></ul><ul><li>People become message. </li></ul><ul><li>Hearts and Minds becomes mission. </li></ul><ul><li>Citizen Marketer Book </li></ul>
  7. 7. Free To You <ul><li>Free To You - Paid by Others </li></ul><ul><ul><li>Advertising (Google, Facebook , radio, Free TV) </li></ul></ul><ul><ul><li>Sponsorships (niche magazines) </li></ul></ul><ul><li>Free Markets tend to identify BIG winners </li></ul><ul><ul><li>Google share 70%+ </li></ul></ul><ul><ul><li>FREE can destroy markets </li></ul></ul><ul><ul><ul><li>CraigsList = free classifieds </li></ul></ul></ul><ul><ul><ul><li>Free Classifieds = newspapers not profitable </li></ul></ul></ul><ul><ul><ul><li>Newspapers close </li></ul></ul></ul>
  8. 8. Freemium = Few Pay <ul><li>Some models are free to most. </li></ul><ul><li>Premium version paid for by some: </li></ul><ul><ul><li>Martin LinkedIn </li></ul></ul><ul><ul><li>Martin LibraryThing </li></ul></ul><ul><ul><li>Flickr </li></ul></ul>
  9. 9. How Can Twitter Make Money? <ul><li>Two battles </li></ul><ul><ul><li>Attention </li></ul></ul><ul><ul><li>Money </li></ul></ul><ul><li>Without Attention (customers) money is moot. </li></ul><ul><li>With attention able to monetize </li></ul><ul><ul><li>Must be consistent with community </li></ul></ul><ul><ul><li>Advertising or Sell Company </li></ul></ul>
  10. 10. Attention is New Money <ul><li>Attention economies = different </li></ul><ul><ul><li>All basic goods = created </li></ul></ul><ul><ul><li>Quality = better than good enough </li></ul></ul><ul><ul><li>Attention = new currency </li></ul></ul><ul><li>Reputation is also money </li></ul><ul><ul><li>Reviews of everything now everywhere </li></ul></ul>
  11. 11. Cool = New Normal <ul><li>iPod,iPhone = instant wins </li></ul><ul><li>Design Matters </li></ul><ul><li>Business & Art merge </li></ul><ul><ul><li>Ideo </li></ul></ul>
  12. 12. Is idea Purple? <ul><li>Only create “purple” products. </li></ul><ul><li>Read Purple Cow by Seth Godin. </li></ul>
  13. 13. Will Idea or Product Stick? <ul><li>Made to Stick </li></ul><ul><li>Memes transmit like biology </li></ul><ul><li>Emergence </li></ul><ul><ul><li>Bottom up not top down </li></ul></ul><ul><ul><li>No centralized control </li></ul></ul>
  14. 14. Emergence <ul><li>Study nature for emergence </li></ul><ul><ul><li>Ants </li></ul></ul><ul><ul><li>Bees </li></ul></ul><ul><ul><li>Birds </li></ul></ul><ul><li>Books by E. O Wilson </li></ul>
  15. 15. Product Development Lifecycle <ul><li>Product lifecycle ties to Long Tail </li></ul><ul><li>Top of bell curve = Head </li></ul><ul><li>Either side = Tail </li></ul>Crossing Chasm
  16. 16. Product Development Lifecycle Long Tail Crossing Chasm

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