The Long Tail                                 General Characteristics                                 1. far more niche op...
The Long Tail (of Internal Communications)                                Assumptions                                1. de...
The Long Tail (of Internal Communications)                                 Drivers                                 1. demo...
The Long Tail (of Internal Communications)                                  organizational                               t...
The Long Tail (of Internal Communications)                           Examples                                message from ...
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The Long Tail of Internal Communications

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The Long Tail of Internal Communications

  1. 1. The Long Tail General Characteristics 1. far more niche opportunities 2. low costs for reaching niches 3. filters drive demand down the tail number of results 4. demand curve flattens 5. total niche rivals total mainstream 6. natural shape of the demand is revealed generic specific By Nick Charney http://cpsrenewal.ca
  2. 2. The Long Tail (of Internal Communications) Assumptions 1. decline of broadcast model and rise of P2P 2. cost of organizing P2P is too great 3. mass customization outside creates demand inside size of audience formal informal By Nick Charney http://cpsrenewal.ca
  3. 3. The Long Tail (of Internal Communications) Drivers 1. democratization of tools 2. democratization of distribution 3. direct connection between supply and demand 4. familiarity with tools and a communication culture size of audience Benefit 1. lowered transaction costs (search, etc.) Begins where the cost of organization exceeds the benefit and creates tension in the organization formal informal (broadcast) (peer to peer) By Nick Charney http://cpsrenewal.ca
  4. 4. The Long Tail (of Internal Communications) organizational tension & uncertainty size of audience approval free zone formal informal (broadcast) (peer to peer) By Nick Charney http://cpsrenewal.ca
  5. 5. The Long Tail (of Internal Communications) Examples message from the Deputy Head size of audience departmental newsletter Intranet Wikis, blogs, microblogs Email phone face to face formal informal (broadcast) (peer to peer) By Nick Charney http://cpsrenewal.ca

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