Presentation on long-tail of marketing given to Infor client meeting in Barcelona in March 2012. Of course, you will need some of the talk track, but there is good data in here IMO.

1. the long tail of marketing
getting marketing right for the 21st century
esteban kolsky
thinkjar

2. In 1920s, an Organization would live around 70 years
In 1950s, an Organization would
live around 45 years
In 1980s, an Organization
would live round 30 years
Today, an Organization
lives around 15 years
In 2030, an Organization
will live around 5 years

3. industrial revolution
circa 1800

4. financial revolution
1800-1900 a hundred years in the making

5. societal-changing migrations
1915-1975 sixty years in the making

6. building prosperity
1945-1980 thirty-five years in the making

7. mega corporations
1980-1995 fifteen years in the making

8. internet revolution
1995-2005 ten years in the making

9. social revolution
2005-2011 six years in the making

10. collaboration revolution
2012-2016

11. we are entering a new era
• higher productivity
• changing society and generational shifts (baby
boomers v gen-x v gen-y)
• financial complexities and demands for higher
return
• shifting customer patterns (empowered,
vocal, demanding, created by the shift to the
service economy)

12. seeking a new model to deliver value
the long tail refers to the statistical property that
a larger share of population rests within the tail of
a probability distribution than observed under a
"normal" or gaussian distribution.
a long tail distortion will arise with the inclusion of
some unusually high (or low) values which
increase (decrease) the mean, skewing the
distribution to the right (or left)
wikipedia

13. customization
mainstream
long-tail market
adoption
number of
customers

14. the sine-qua-non elements are here, now
tools of production. hardware and software put
product creation into the hands of everyone
the internet aggregators. aggregators pull
"products" together, one offer all in one spot
filtering software connecting supply and
demand. enables consumers to find
those high-quality, produced(#1)-and-
aggregated(#2) niche products.

15. results are also here, now
mass market long tail
segments segments
segment size 20,000 200
emails sent 18,762 200
emails opened 15,449 162
emails clicked 817 98
leads 42 52
deals closed 2 12

16. evolve, adapt, or die

17. the amazon effect lives on

18. changes everywhere for the organization
baby boomers generation x generation y
mega service personal internet social
corporation economy computers www media
1960s
1970s
1980s
1990s
2000s
generational paradigm generational paradigm generational

19. turning noise into data, analyzing data
function function
business function
experience
rules rules
survey
social noise
channel channel
customer (maybe) customer
community

20. new data is more, better, more accurate
social crm
crm
WHAT
WHEN HOW
WHO HOW WHY
WHERE WHY
operational attitudinal
demographics behavioral sentimental
who is how is the what, how how do what do
the client business are clients clients clients feel
running, interacting think we and
what are with the are doing express
clients organization about our
doing operations

21. really, really more…

22. customers don’t interact in “cycles”
TARGET
RETAIN ACQUIRE
MANAGE

23. customers want whatever-whenever

24. you now know three problems…

25. taking time to do it right
• listen, analyze, and engage, continuously
• integrate social into the flow of work
• plan for change and the unexpected
• turn on the network effect
• remove barriers to participate
• enable everyone to participate
• empower everyone to act
• change management
– starts with people and processes, ends with
technology

26. build a social business framework
R&D PLM KM CRM ERP …
social business platform
integration engine
rules engine reputation engine
collaboration engine
channels (social or not)
communities

27. let’s see some examples!
• eighty four percent of the top thirty five banks
have a social media strategy
• all g7 governments have embedded social in
their government 2.0 initiatives.

28. more examples
• german companies are the leading adopters of
social business practices and are the most
successful at it
– embedded social first internally by folding it into their
processes and getting that to work before extending
social externally to engage with customers.
• leading social “businesses”
like Bayer and CEMEX started by adopting social
internally
– it is not social, it’s collaboration!

29. and one, very cool one, more
• target is a wal-mart competitor
• stopped trying to compete and developed
their own markets to succeed
• pregnant women is one of them
– they find them
– send them coupons
– cash it in – 20% plus growth on targeting them
• how did they do it? long-tail data analytics…

30. then, take it to the next level
social collaborative
business enterprise
SCRM
E2.0
CRM
Collaboration
1990 2010 2015 2020

31. become a collaborative enterprise
collaborate around
and with clients,
partners, suppliers &
E2.0 consumers
collaborate to
understand jobs-to-be-
done
social
CRM co-create to meet
expectations
act on insights
provide and surpass the
expected experience

32. the final push, to convince you
• Redbox fuels hyper growth
• InterContinental Hotels Group identifies key
performance drivers
• Orlando Magic optimizes fan experience
• Verizon dials up SMB targeting
• Seminole Gaming predicts success of marketing
campaigns
• American Red Cross understands the voice of its
customers
• Express Scripts predicts prescription non-adherence

33. let’s talk about it…