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					Long Tail
•   In 2007: 4 million
    songs on iTunes
•   24% sold only one
    copy each
•   91% sold less than
    100 copies
Hit songs
accounted for
more of the
marketplace in
2009 than in 2004
In Britain, sales of
the 10 bestselling
books increased
from 3.4m to 6m
between 1998 and
2008
2004 – 2008: films
costing more than
$100m to produce
returned greater
profits than cheaper
films did
TRAINS
TICKETS
TOILETS
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Google looking to map the abyss
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 Poll of university students




Long Neck




                               21
                                       Global tourism poll
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                                                             Carewords

                                                                                                                   22
                                      General poll of large intranet
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               1   6   11   16   21   26   31   36   41   46   51   56     61   66   71   76   81   86   91   96   101 106 111 116 121
                                                                         Carewords                                                       23
         Tetra Pak Long Neck
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                                    Long Neck
Vote




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              1   4   7   10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70 73 76 79 82 85 88 91 94 97
                                                              Carewords
Top level navigation

               60 %

               70 %


                90 %
 OECD Top Tasks
          Country surveys /
     49   reviews / reports
                        Compare country
                          statistical data

                                Statistics on one
                                                    Top 25%
                                 particular topic

                                      Browse a
                                     publication    26-50%
                                    online for f…


                                                    51-75%




                              6
11
The Story of a Long Tail Web Site




Once upon a time, there was a Web site…
…with a simple vision statement:




      “Give your customers what they want”
          “Help them find what they need”
The vision quickly becomes…

                   Publish
            lots of cool content
                 to the site
And, the authors start publishing lots of good pages…
…and the site
manager says, “Page
views are going up,
but we can do
better!”
And the authors focus on creating more, better, faster…
But the analytics team walks in,
and interrupts, “Wait a second
here…”




                                   ???
It turns out the customer isn’t
happy with the growing site…
         Not what I
           want!




 Can’t find it!

                                  Don’t like it!
So, the team decides to fix things…

 Content issues? Revise it.




 If at first you don’t succeed, try, and try again!
Search not working?
Add keywords. Lots of them. To every page.
Navigation not working?
     Redesign the site. Add links. Put them on the
home page.




                                                   I think this is what
                                                   you really need.
     Get this.
     Now!




                                          You said you want
                                          this. Here you go.
But, things don’t get much better.
Success indicators still stay flat.
          ??
     ??




??
   “I’m sure some users still use it!”




Many, many more users seem to be hating it!
“Taking things away isn’t the right
thing to do. We should fix them.”




                  Weed NOW.
    The publish   Publish something
    queue…
                  good as soon as
                  possible.
“OK, they are not useful, but
certainly there is no harm in just
leaving them there?”




     There is. It prevents users
     from finding our good pages.
#3 Hide Pages from Search

   Sum / add a number
Print Address labels
Set print area
http://www.gerrymcgovern.com/stranger's-long-neck.htm




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posted:4/4/2012
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