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. 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. 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. 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. 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