Martins Long Tail

Martin’s Long Tail
.
I am Martin (Marty) Smith. I’ve been a Director of E-Commerce for six years.
This presentation, given at a “Lunch and Learn” meeting on April 3rd, was created to help staff understand the “different language” of the web.
LinkedIn: http://www.linkedin.com/in/martysmith1980vc
Martin's Long Tail

Martin’s Long Tail: Index
Slide 1 = Presentation Goal
Slide 2 = Index
Slide 3 = Cover Graphic
Slide 4 = How did Martin Grow a tail?
Slide 5 = Picture of P&G 1982 sales training class.
Slide 6 = Two Battles (hearts and minds + shelf space)
Slide 7 = Limited Resources
Slide 8 = P&G = #1 advertiser in world.
Slide 9 = Moore’s Law
Slide 10 = Metcalf’s Law
Slide 11 = ARPANET
Slide 12 = Infinite Inventory (II)
Slide 13 = II “digital goods”
Slide 14 = II Trends
Slide 15 = II Tredns
Slide 16 = Long Tail Book
Slide 17 = Long Tail Structure
Slide 18 = Long Tail Tribes
Slide 19 = Long Tail As Party
Slide 20 = Repeatable Fractals
Slide 21 = Cost of Web Poker
Slide 22 = Future of Web

Martin's Long Tail

How did Martin grow a tail?
Selling Soap
Moore’s Law
Metcalf’s Law
Infinite Inventory
Hearts and Minds
How

Where's Martin?

selling soap for P&G... Two battles hearts and minds shelf space

selling soap for P&G... Limited hearts and minds shelf space

selling soap for P&G... #1 Advertiser creates "soap" operas army of sales reps

Moore's Law Time cpu Power

Metcalf's Law N 2 network value = members squared

ARPANET early 1960's Amazon 1994 30 years… eBay 1995 Google 1998

Infinite Inventory inventory = advertising “ sell” everything bigger search index = better digital space not limited

Infinite Inventory music hard goods becoming digital movies books

Infinite Inventory hearts and minds algorithms rule ad space prices collapse print collapse tyranny of clicks no shelf space changes marketing

Infinite Inventory hearts and minds reputation via algorithms companies “like” me transparency social values (DKT) no shelf space changes marketing

Long Tail Book buy more when choice unlimited 2005 Anderson Names Trend moore’s Law makes unlimited possible tail’s value may exceed head

Long Tail head tail

Long Tail head tail Is tribal
Tribes
oprah
military
fans
seth godin
political parties

Long Tail Crossing Chasm

Long Tail head tail Is a platform
Party
any drink
anywhere in world
twitter
facebook
myspace

Long Tail repeatable fractal

cost of poker infinite inventory soon… value pricing recommendation engine

future how more important than what soon… all secrets knowable hearts and minds

Martins Long Tail

by Martin Smith on Apr 07, 2009

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Martins Long Tail — Presentation Transcript

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