April 3, 2009 a scentTrail.blogspot.com presentation 1

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

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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

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• Selling Soap• Moore’s Law• Metcalf’s Law• Infinite Inventory• Hearts and Minds• How

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Time

cpu

Pow

er

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N2

network value = members squared

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Amazon 1994

30 years…

eBay 1995

Google 1998

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inventory = advertising

“sell” everything

bigger search index = better

digital space not limited

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music

hard goods becoming digital

movies books

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hearts and minds

algorithms rule ad space

prices collapse

print collapse

tyranny of clicks

no shelf space changes marketing

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hearts and minds

reputation via algorithms

companies “like” me

transparency

social values (DKT)

no shelf space changes marketing

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buy more when choice unlimited

2005 Anderson Names Trend

moore’s Law makes unlimited possible

tail’s value may exceed head

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head

tail

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head

tail

Is tribal

Tribes• oprah• military• fans• seth godin• political parties

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Long Tail

Crossing Chasm

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head

tail

Is a platform

Party• any drink• anywhere in world• twitter• facebook• myspace

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repeatable fractal

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infinite inventory

soon…

value pricing

recommendation engine

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how more important than what

soon…

all secrets knowable

hearts and minds