Your SlideShare is downloading. ×
0
Free Marketing In Long Tail World
Free Marketing In Long Tail World
Free Marketing In Long Tail World
Free Marketing In Long Tail World
Free Marketing In Long Tail World
Free Marketing In Long Tail World
Free Marketing In Long Tail World
Free Marketing In Long Tail World
Free Marketing In Long Tail World
Free Marketing In Long Tail World
Free Marketing In Long Tail World
Free Marketing In Long Tail World
Free Marketing In Long Tail World
Free Marketing In Long Tail World
Free Marketing In Long Tail World
Free Marketing In Long Tail World
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Free Marketing In Long Tail World

1,331

Published on

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 …

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.

0 Comments
7 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,331
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
90
Comments
0
Likes
7
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Free?
  • 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. Long Tail head tail Long Tail by Chris Anderson
  • 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. 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. 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. 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. 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. 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. 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. 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. Is idea Purple? <ul><li>Only create “purple” products. </li></ul><ul><li>Read Purple Cow by Seth Godin. </li></ul>
  • 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. 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. 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. Product Development Lifecycle Long Tail Crossing Chasm

×